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Let’s face it. Everyone today is in motion. Like electrons “blinking” in and out of existence, it seems we all need to be everywhere at once. Work, play, love, art, travel — all the pieces  and passions of our life seem to frantically overlap.

So it’s not surprising that we’ve gotten positively addicted to our mobile devices. We use them for fact-finding, socialization, entertainment, and of course, work.  The smartphone is, therefore, the true personal computer. We work out with it, sleep with it, and make certain it is close-by at all times.

This always-connected, always-on, brave new world requires marketers to re-evaluate both their strategies and tactics. They must clearly up their game — and stay connected with their own customers — 24/7 as well.

In case you have any doubt about the need to embrace mobile, here are seven compelling reasons:

1. Mobile is Huge and Getting Huger (my apology for the poor grammar)

As noted above, people are on the go today. For many Impact Radius clients, mobile comprises half — or more — of their traffic today, while desktop/laptop numbers are dropping in absolute terms. This surge in mobile commerce (m-commerce) is supported by a wealth of industry data:

  • eMarketer reports total 2013 m-commerce sales of $41.68 billion, up from $24.78 billion in 2012. That’s a whopping 68% year-over-year increase They forecast 2014 sales of $56.72 billion.
  • eMarketer also predicts that people will spend 23% more time on their mobile devices in 2014 than on their desktop/laptop computers.
  • Forrester Research projects that mobile will represent 54% of all e-commerce by 2018. They also forecast that online activity on mobile devices will hit a mind-bending two hours and 51 minutes per day, vs. two hours and 12 minutes on desktops/laptops.

2. Mobile is Personal

Of the leading mobile advertising models, “native” advertising is the fastest growing and most powerful. It’s less intrusive than other ad forms because native is built into the experience on the mobile site or app, and presents offers keyed to the demonstrated interests or prior behavior of consumers. When you personalize advertising in this way, consumers engage more often and more deeply, which translates into higher sales.

3. Mobile is Engaging

Because of the inherent mobility of mobile devices (no pun intended), they move with us through the world. This enables customers to engage with your business in a fluid, ongoing way through your app, website, or favorite social media platform. You can enrich this engagement process by distributing relevant content through social media and email, so your customers can stay connected with you at home, school, or around town.

4. Mobile Means Sharing and Socializing

One the most powerful features of social platforms is that people can read, like and share your content with a single click. This lets the content “go viral” in minutes. The leverage inherent in this virality is immense, as once a single person has shared it, their friends can see and share it immediately, and so on. Most social media interactions occur on mobile devices. Therefore, mobile is THE way your content can be pushed to the widest possible audience in the shortest span of time.

5. Mobile Means Immediate Business

Mobile search volume is exploding in lockstep with mobile commerce, for it’s the simplest way to locate a product or service when you’re on the go.. No matter what you may be doing at a given moment — from having lunch to getting your car washed — a smartphone is your passport to gathering information and acting on it immediately.  Google found that 70% of mobile searchers call a business immediately from their search results. As a mobile call to action is so simple, 84% of companies said they see an increase in new business once they have a mobile site deployed.

Consequently, marketers today must furnish an A-grade mobile experience that converts visitors into consumers.

6. Mobile Apps are Exploding

We all have our favorite mobile apps. We use them because they’re useful, entertaining, or informative. According to Nielsen, people spend 89% of their media time on mobile apps. There’s no precise measurement of of the downloaded app-universe today — it is growing massively every day —  but MobiThinking estimates that more than 50 billion apps were downloaded in 2013. That number will grow sharply in the coming years.

7. Mobile Drives Response

While there are myriad benefits derived from mobile marketing, the most powerful and valuable is its matchless power to drive user response. If you place the right-sized, clear and compelling call-to-action button on your mobile website, you can generate a stronger response than from any other medium.

You will drive these responses from the 65% of all Americans who have smartphones today (source: Digital Consumer Report) and the 50% who have a tablet or e-reader (source: Pew Research Center).

Simply stated, mobile is where the customers are today. It’s where marketers need to be as well.

Per Pettersen founded Impact Radius in 2008 to with a vision of driving positive disruptive change towards programmatic approaches in the performance advertising industry. As CEO he is responsible for the company’s vision, strategy and execution. You can reach him at

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