Attention! Ignore Mobile Marketing at Your Own Risk

July 02, 2012 | Brendan Cournoyer
Attention! Ignore Mobile Marketing at Your Own Risk

There’s a whole lot of talk about mobile marketing this year, and as a result, there’s also a ton of interest in trends on mobile usage. And there’s a LOT of data out there.

With so much interesting (and often not so interesting) information to parse through, it’s always nice when you run across a point that jumps off the screen. Recently, I was reading a Forrester report from February by B2B marketing strategist Jeff Ernst where he made the following comment about mobile marketing:

“B2B marketers saw a decline in campaign performance in 2011, since a large portion of their audience used mobile devices to open emails and access web pages that were optimized for [non-mobile] web browsers.”

In other words, people are using mobile devices more than ever these days. So if your marketing content isn’t optimized for mobile, it won’t have nearly the same impact it had back when we were all slaves to our PCs. To put it in even more simpler terms, mobile marketing can no longer be ignored.

Here are the facts:

  • For the first time ever, smartphones outsold PCs last year.

  • 80 million Americans now have phones that can access email.

  • About 25% of all smartphone owners do the majority of their web browsing via those devices.

  • Tablets are pretty damn popular too these days.

Clearly, if your content isn’t mobile-friendly, youre marketing campaigns won’t see the results you’re used to (and that trend will only get worse over time).

Is more video the answer?

There are lots of different strategies for optimizing content for mobile, but perhaps the most popular tactic this year has involved video.

As I’ve written before, most marketers started the year off with a plan to invest more in video marketing for 2012. Mobile devices are prime vehicles for viewing video content, and reports show that simply including the word “video” in an email subject line can boost click-thru rates by as much as 13%.

Video has also shown to be a boon for user engagement. A recent Medialets study states that from a field of over 200 publishers, mobile video ads raised engagement from an average of 20 seconds to as much as one full minute. That’s a 300% increase – nothing to sneeze at.

Obviously, there are lots of easy ways for businesses to create mobile-ready video content for their brands and promotions. But while video is just one way to improve your overall strategy, it’s clear that ignoring mobile marketing is no longer an option.


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