A recent Pew Research Center study continues to support the need for mobile-focused marketing. As of February 2012, 46% of American adults own smarphones—an 11% increase over the number of smartphone owners in May 2011. Those numbers increase further in certain demographics as well: the study determined more than 60% of college graduates, 18-35 year olds, and consumers with an annual household income of $75,000 or more own smartphones. And the Pew study isn’t the only new information confirming the mobile spotlight. ComScore MobiLens estimates that 234 million Americans age 13 or older used a mobile device in the last three months of 2011.
This data isn’t going overlooked by CMOs, either. A January 2012 report from CMO Council found that only 36% of CMOs surveyed are firmly committed to their agencies this year, and the biggest deficiency reported is agencies’ struggle to help clients focus on mobile marketing. Over half of those surveyed view their agency as being behind the times when it comes to mobile.
The modern mobile marketing agency doesn’t just see the importance of mobile marketing—it understands how to optimize mobile opportunities for its clients. Digital marketing in 2012 must have the right balance to engage customers, and mobile advertising is a big part of that balance. However, simply acknowledging the stats and blindly spreading mobile reach is not enough. Top agencies can react to mobile trends and make mobile marketing work for their clients—delivering hard metrics and boosting ROI.
How is your mobile solution affecting your bottom line?