Inbound Marketing Insights

Businesses must start adapting their marketing efforts to keep up with technological advances. Mobile device adoption rates are increasing at an incredible rate, surpassing 84% in 2023. Even more importantly, average smartphone conversion rates are up 64% compared to the average desktop conversion rates for e-commerce alone. In today's digital and interconnected world, the importance of tailoring marketing efforts so they are mobile-friendly cannot be overstated.

The following are five considerations on the importance of mobile marketing that marketers need to evaluate as part of their digital strategy:

1. Time Spent On Mobile Devices Is Increasing

In 2016, Americans spent an average of 10 hours per day on mobile devices. Nearly a third of this time was spent on smartphones or tablets, according to eMarketer. This means that the average American spends over 500 hours per year navigating websites or talking on their mobile device, providing ample opportunity to capture their attention and get them discussing your business on a device they use so frequently as part of their daily lives. Advertising trends are also responding to this development: It is estimated that nearly 72% of marketing dollars will be spent developing apps and advertisements for mobile platforms. 

2. Mobile Commerce And Mobile Marketing Go Hand-In-Hand

Consumers use mobile devices to purchase items from Amazon, eBay, and other e-commerce platforms. Businesses as large as Walmart and as small as mom and pop shops are recognizing this and developing user-friendly portals and websites to facilitate sales. It is projected that 60% of e-commerce visits will start on a mobile device. Businesses that create integrated mobile campaigns that guide consumers from product introduction to sale will see a considerable boost in revenue.

3. Shoppers Purchase In Stores

Mobile technology allows consumers to shop and compare while they walk down the store aisle. Businesses with active mobile marketing campaigns can take advantage of this: Search engine optimization and an easily navigable website can give your business an edge when the consumer is ready to purchase. Moreover, search engines are altering their algorithms to give higher preference to mobile-friendly sites. This creates the need for businesses to improve their web presence and tie new forms of automated marketing into their operations.

4. Short Message Service (SMS) Open Rates Are Higher Than Email

SMS has an open rate of 98%, and up to 90% of people who open the message will read it within three seconds. This is far higher than email marketing or other digital channels. Tailoring your SMS messages so they appeal to prospective customers will give them a reason to research your products or services further, and they will likely start on the device in which they just received the message. Pro tip: If you're using HubSpot, there are integrated SMS tools you can leverage as part of your inbound marketing programs. They have also recently launched SMS built right into the platform. 

5. Mobile Marketing Reaches A Broader Market

Smartphones and tablets are becoming increasingly popular tools for communication across all demographics. They are smaller, lighter, cheaper, and more portable than computers and laptops. Manufacturers are also responding to consumer demand and developing faster, more powerful, and less expensive mobile devices. These developments mean that marketers have a golden opportunity to put their marketing messages into the hands of their consumers, and mobile allows marketers and advertisers to reach a much wider audience.

Digital marketing continually evolves, and mobile marketing plays a vital role in that strategy. The shift toward mobile devices is a trend that will continue to progress, and businesses need to ensure they have a cohesive mobile marketing plan to connect with digital consumers.

Article originally featured on Forbes.com.