Mobile devices can no longer be ignored in marketing strategy: Gartner

With North Americans spending more than two full hours per day on average looking at their smartphones, it’s no surprise that marketing budgets are also going mobile – but that new investment doesn’t necessarily make for a healthy eco-system, writes Martin Kihn on Gartner for Marketing Leaders.

  • Extra time viewing smartphones is converting into business opportunity with holiday shopping expected to rise 53 per cent on smartphones and tablets. Time spent looking at in-app ads is expected to rise 21 per cent.
  • While more money is flowing into the mobile ads economy, it’s all flowing to just a handful of powerful players. Google alone accounts for $12 billion of this mobile ad spend.
  • It’s more challenging to track users on mobile devices and therefore harder to target them with personalized ads.

Mobile strategy no longer optional

What Kihn’s post really comes down to is a message that for the year ahead, a strategy to reach people on their mobile device is no longer optional for marketers. It’s where the audience is spending their time and increasingly, paying attention to brands.

Developing a mobile strategy may be obfuscated by a lack of analytics, but coming up with creative solutions to track ROI on marketing done on mobile platforms is also a problem that falls on the shoulders of digital marketers.

Brian Jackson
Brian Jackson
Editorial director of IT World Canada. Covering technology as it applies to business users. Multiple COPA award winner and now judge. Paddles a canoe as much as possible.

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