by Jim Ducharme According to eMarketer , mobile ad spending is growing even faster than they had predicted. It will account for just...
by Jim Ducharme
According to eMarketer, mobile ad spending is growing even faster than they had predicted. It will account for just over 51% of digital add spending in 2015. This surpasses desktop ad spending for the first time.
When technology travels, everything changes.
When technology is not portable? It is easier to define your audience, what they want and the context of your interactions. But when technology is mobile, you have to narrow your focus. It becomes harder to know where or what people are doing when you connect with them and of course, that makes it harder to be relevant and engaging.
Now the formula you have to calculate is:
- Where is the subscriber?
- What are they doing?
- What’s going on now?
The answers to those questions should dictate your approach, your subject line, your content and your call-to-action. Where once, digital marketers had the luxury of thinking in quarters, months, weeks or days; now they must think in the moments which people live in.
“The shift to mobile ad spending is being driven mainly by consumer demand. eMarketer estimates that US adults are spending 2 hours and 51 minutes a day on nonvoice activities on mobile devices. More than half of that, or 1 hour and 31 minutes, is spent on mobile phones.”
The good news is that entrepreneurial digital marketers are uniquely suited to exploit this evolution in online marketing. You’re nimble and can think quickly. You don’t need five managers to sign off on an email marketing campaign. When an opportunity presents itself, you can leverage it quickly.
This doesn’t mean you have to rethink everything you do now. It simply means you can be complimenting your ongoing email marketing campaigns with “in the moment” messages which are topical/relevant and add value to the subscribers experience.
Now you’re probably wondering how you can discern what a subscriber is doing at any given moment without fancy real-time data analytics. Well, you know what you are marketing don’t you? And you know what your target is, don’t you? One can assume that if you are getting good engagement with your subscribers than they likely do want to hear what you have to say and that means you should be able to have a general idea of who they are and what they may be doing.
The inbox may now be a moving target, but you have way more bullets in your marketing gun to hit it with. Certainly you don’t want to spray and pray. But if you look down that sight, lead the target a little and fire off your message at just the right time, you’ll score a bullseye.