Mobile media has become a critical part of the digital marketing landscape. This isn’t to say that it hasn’t been valuable up until this point – many media buyers will be quick to tell you they’ve had great success with mobile for years. Not until this year, however, does it feel as though mobile is something businesses can no longer afford to overlook.
Why now? In short, we’re running out of time. As with every new media channel mastering mobile isn’t without its share of challenges, but unlike other mediums, mobile doesn’t afford us the luxury of time to figure things out. Earlier this year location software company Yext released an infographic that went a long way toward describing the urgency marketers should be feeling.
• It took 38 years for radio to reach an audience of 50 million consumers, 13 years for television, four years for the Internet, and just two years for the Apple iPhone.
• There are now 5 billion mobile users worldwide – five times more than PC-based Internet users.
• As of last year consumers spend more time interacting with mobile apps than they do on the web, and the average consumer carries a smartphone 23 hours per day.
• Mobile advertising is expected to hit $3 billion by the end of this year.