Looking Forward and Back

So, in the last 8 years how much has really changed in your life?

Well, first of all if you had a baby who was born in 2005, that tiny little person is now in second grade and challenging your patience and your parenting skills daily. If you were just walking down the aisle, you are one year beyond your seven year itch. Congratulations if you won the bets others placed at your wedding! If you were just going to medical school, you are exhausted but finished and now facing years of loan payback. 

I was awestruck when I saw this picture on NBC's blog. I've blown it up so you can see it better despite its resolution challenges. I know that research supports the onslaught of the concentration of mobile technology use in the world, but this picture spoke a thousand words to me.

Did you know:
  • More than half of U.S. mobile ad spending is local.
  • Google’s gross annual revenue from mobile advertising is over US$2.5 billion per year. 
  • Consumer reaction to mobile ads The MMA and Lightspeed Research (October 2010), in UK, France and Germany, 45 percent of consumers (especially younger people) noticed mobile advertising and of these, 29 percent responded to it. Of those that responded to the ads, the following went on to make a purchase: Germany 49 percent; UK 47 percent; and France 22 percent.Time sensitive special offers or discounts (especially coupons) were most likely to lead to purchase.
  • People were most likely to purchase  content such as apps, music and games.
  • NBC News writes of its picture comparison of St. Peter's Square,
     "What a difference eight years makes."

Why your business needs a mobile-friendly site

Of those viewers in the US who react to seeing a mobile ad:
42 percent click on the mobile ad; 
35 percent visit the advertiser’s site; 
32 percent search for more information on their phone; 
49 percent make a purchase and 
27 percent call the business.
71 percent of smartphone users that see TV, press or online ad, do a mobile search for more information. (Source: US Consumer Mobile Movement survey April 2011)

Yet, surprisingly, despite  these conclusive findings, 79 percent of large online advertisers still do not have a mobile optimized site. (Source: Google/Kelsey 2010)

Want more proof that you should include mobile technology and an optimized mobile strategy in your marketing plans?

U.S. mobile ad spending will grow from US$790 million in 2010 to $4 billion in 2015. Local ad spend will grow from US $404 million to $2.8 billion.
• This makes locally targeted mobile ads 51 percent of overall U.S. mobile ad spending, growing to 70 percent by 2015.
• Mobile local advertising includes ads that target users in specific locations or contain location-specific calls to action. (Source: BIA/Kelsey June 2011)
Mobile local search volume is expected to surpass desktop local search for the first time in 2015, but advertisers will continue to invest more in desktop local search.
• In 2011 mobile users performed 19.7 billion local search queries compared with desktop users 54.9 billion local search queries. In 2015 there will be 85.9 billion mobile local search queries, compared with 84.0 billion queries. In 2011 mobile local search revenues were US$400 million, rising to $3.2 billion in 2016. During the same period, desktop local search revenues will grow from $5.7 billion to $10.2 billion.
 “While mobile local search volume will exceed its desktop equivalent, ad dollars will remain lower, because advertisers aren’t yet keeping pace with the growth of mobile local ad inventory, but we expect that to evolve.” (Source: BIA/Kelsey April 2012)
US expenditure on mobile advertising and marketing is estimated to be US$416 million in 2009; $743 million in 2010 and will be $1,102 in 2011. In 2010 mobile ad formats were dominated by messaging ($327 million), but display ($202 million) and search ($185 million) will catch up in 2012. Video lags at ($28 million). (Source: emarketer.com (October 2010)

These are some of the most credible sources in the industry! Apart from that, numbers don't lie. Expectation has been realized and if you haven't witnessed it first hand, scroll up again and look at that picture. Mobile technology is a venue where your brand can make an impression on global or local markets of all shapes and sizes. Seize the moment. Don't wait another eight years to enter the future now.


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