We're fast approaching 2014, the year when mobile analyst Mary Meeker predicted that mobile Internet traffic would overtake desktop traffic. Her latest annual KPCB Internet trends report from May 2013 showed that we're not quite there yet, with mobile traffic up to 15 per cent of global internet traffic in May 2013 – up from 10 per cent in May 2012, and six per cent in May 2011. This compilation of mobile marketing statistics to consider for your 2014 planning shows that in many consumer sectors, the importance of mobile marketing is obscured by this average figure.
In this talk for Smart Insights I started by showing that 2013 was the year that many businesses started to prioritise integrating mobile marketing with other channels to the level it deserves. Retail week reported that 60% of retailers listed omni-channel as their top business priority for 2013. Meanwhile Joseph Tripodi of Coca Cola shows that advertising and content investment in mobile often lags consumer media consumption, so businesses still need to adjust:
“Our mobile spend is probably at 5%. It should be around 15-20% of our overall spend.
We will migrate this over the next couple of years”
Joseph Tripodi, CMO, Coca Cola, Sept 2013
The 7 trends featured in the webcast which are recommendations for 2014 are:
- 1. Focus on the big picture of how mobile supports multi/omnichannel journeys.
- 2. Create a robust, integrated mobile strategy.
- 3. Track behaviour and customer journeys across devices.
- 4. Improve user experience
- 5. Move from responsive to adaptive mobile designs.
- 6. Apps become more powerful, but less significant?
- 7. Focus on effective mobile SEO experience.
This Slideshare was presented as a webinar by Rob Thurner of Burner Mobile at the Smart Insights Digital Marketing Priorities 2014 summit.
You can view all 6 recordings from the Digital Marketing 2014 Summit here.
The other summary posts of the trends featuring the Slideshares are: