Advertising has drastically evolved over the past decade, as consumer habits have warranted a shorter path to purchase. Today’s consumer is constantly connected to digital — specifically mobile — as smartphones have essentially become extensions of ourselves.
Last year, consumer time spent on desktop fell to 2 hours and 12 minutes daily, while time spent on mobile daily was higher, at 2 hours and 51 minutes (about 3 hours per day). This poses a huge opportunity for brands to cater their campaigns to user behavior, preferences, and expectations. In a tactical buyer journey, all paths leads to digital, with mobile as the end result, and most personal touch.
Many advertisers still allocate a hefty portion of their spend to TV, print, and radio – but the fact is that on each of these channels, the call-to-action is always something along the lines of, “Visit our website,” “Text to enter,” or “Download the app.” Digital is the goal; it’s where everyone hangs out. The path to purchase ends in consumers’ hands (literally), so aim for a more direct route to conversion, which is undoubtedly mobile.
Innovative marketers have already caught onto this trend. By 2019, mobile will account for 72% of digital ad spend. It’s an inevitable campaign shift that marketers can no longer ignore. In fact, mobile ad spending will rise to $65.87 billion by 2019.
When it comes to customer acquisition, the goal is to allow for an enjoyable user experience that keeps users in-app and effectively nurtures them through their buyer journey. Serving up relevant ads and offers during times that feel natural, and even during positive in-app moments, is your road to lifetime customers.
Mobile devices tell marketers where consumers are located in real-time — what they’re doing, feeling, and wanting. If you create a brand-user experience that makes sense with where the consumer is at in that moment, you’re more likely to gain new customers and grow brand loyalty.