This MarketingDive.com posting suggests marketers are leaving money on the table by not embracing mobile communications. The suggestion: Marketers are over-committed to traditional media, when they should be exploring how to exploit mobile opportunities
For marketers the most important data point in Meeker’s 2016 report is U.S. online advertising is growing, with mobile growing faster than desktop even though it commands a smaller share of the pie. Separately, PwC’s latest global media and entertainment report, which sees mobile ad growth outpacing all other channels.
But what stands out within the data set Meeker provides is when looking at percentage of time spent versus percentage of advertising spending almost across the board – online, TV, and radio – those two figures are very close to the same. One outlier is print where significantly more ad dollars are spent than people spend time looking at print media. The other outlier is mobile where the opposite is true – people are spending 25% of their time looking at mobile devices while marketers are only spending 12% of ad dollars on mobile. That 13% gap represents a $22 billion lost opportunity in U.S. advertising.
I’m confident this imbalance is shifting — with painful consequences to conventional media. (The word among local daily newspaper employees is that they see less than 10 years “life” in their legacy business, which has been publishing in print for more than 150 years.) Undoubtedly, the technology-based advertising industry, especially Google and Facebook, has embraced the mobile trend — enhancing, investing and expanding mobile offerings, services, and capacities.
This news should not necessarily cause too much panic for most readers here. I expect that the high-ticket business-to-business market AEC market won’t be influenced too much directly by whether you elect to spend resources on mobile sites or desktop-focused promotional initiatives. You can achieve most of what you are seeking, at modest cost, by ensuring your website has been designed in “responsive” format — with a layout and structure that looks good and adapts to mobile, tablet or desktop formats. There could be options in developing mobile applications if you have a service that correlates with something quantifiable and measurable, and I’ve seen a few of these ideas, based on “ballpark pricing” calculators for residential and commercial projects. These tools allow you to plug in some baseline numbers to come up with a rough cost estimate — and, if you want to take it further, that inquiry can be forwarded as an inbound lead.