Advantages and Concerns for Mobile Marketing Today

Brand exposure is everything in the world of marketing. Providing a platform to get your message to the masses becomes more accessible each day with the increased ownership of mobile devices. Access to national and local news information and social media sites has become the standard day-to-day for most consumers; therefore, marketing has increased and become more effective. The cost of reaching a target audience is increasingly easier to obtain with the data tracking applications built into smartphones and tablets. Companies looking to get a specific demographic can gain this information and target their ads and emails accordingly.

The vast majority of Americans – 97% – now own a cellphone of some kind. The share of Americans that own a smartphone is now 85%, up from just 35% in Pew Research Center’s first survey of smartphone ownership conducted in 2011.

MOBILE FACT SHEET. (2022). RETRIEVED 7 JULY 2022, FROM HTTPS://WWW.PEWRESEARCH.ORG/INTERNET/FACT-SHEET/MOBILE/

Mobile advertisements and direct marketing further their effectiveness with the added convenience of direct links and paperless communications, which saves the company money. Those savings can be turned over quickly into new ad campaigns. Further software advancements allow consumers to the point of sale or link the user to downloading the company’s application directly to the consumer. Loyalty programs are a new way of gathering customer information and encouraging consumers to repeat business by offering free or discounted products with repeat use. This usage involves adding more value, relevance, and quality of content.

Some statistics regarding mobile marketing:

1. In 2020, mobile ad spending reached $240 billion, a 26% increase from the year before (App Annie). 
2. Mobile ad spending will reach $290 billion by 2021 (App Annie). 
3. The rapid growth of mobile advertising is predicted to slow down to 10.4% by the end of 2022 (Statista). 
4. In 2020, the U.S. was the most significant mobile advertising market, with $120 million in advertising spending (Semrush). 
5. In 2021, advertisers will put 51% of their marketing budget into mobile advertising (Digitalexaminer).
6. 92% of Facebook’s total revenue comes from mobile advertising (Techjury).
7. Mobile ad placements grew by 95% year over year in the United States (App Annie). 
8. In 2020, U.S. businesses will spend 18.5% on mobile advertising. In 2022, this number is predicted to reach 23.3.% (Statista). 

The typical constraint of mobile marketing is the consumer’s concern about security. Many users are cautious with placing personal and especially banking information on the web for fear of privacy and data breaches. This concern is genuine, and companies’ restrictions grow daily in sharing this information. Another concern is the selling of information for unwanted advertising or spam. A recent survey from Statista revealed these results concerning concerns about mobile usage.