Over the last few years, businesses and marketers have been seeing a tremendous shift away from traditional marketing towards interactive methods involving online and social media. Starting with email marketing and search marketing it moved to Facebook and bloging. The shift has gone from online marketing to social media and now to mobile.
Mobile is finally experiencing its tipping point as one of the critical components of the digital marketing landscape, much like search marketing experienced in the early 2000s and social marketing during the past few years. Nielsen reports that within a year, smartphone adoption will exceed the adoption of simpler, feature phones. We’re coming to a point where the majority of phones – and consumers – will have Internet connectivity wherever they go.
This shift necessitates serious re-configuring of marketing budgets. Companies have increasing their budgets for SEO and social media in particular: together, these components make up 70% of online marketing budgets, with online marketing taking up 17% of marketing budgets overall.
In just the last 6 months, marketers have shifted their attitudes toward social media marketing spending. This was recently affirmed in the new study, “The CMO Survey”, from Duke University’s Fuqua School of Business and the American Marketing Association. A key finding: Social media marketing budgets continue to rise. According to the results, businesses currently allocate 6% of their marketing budgets to social media, an allotment they expect to increase to 10% during the next year and 18% over the next 5 years.
The result is very interesting. Consumers are now in two places at once. Thanks to the mainstreaming of mobile media consumption, it’s possible to reach consumers online and offline at once. People are now commonly using their mobile devices while consuming traditional media, shopping in stores, or attending live events. Mobile is the bridge and presents ways to reach consumers both digitally and physically.
The question for business is no longer if a business should connect the circles of online, social media and mobile, but how. The options will only keep proliferating. There are check-in apps, branded apps, QR codes, SMS, MMS, multimedia sharing, augmented reality, image recognition, Bluetooth, NFC and plenty of others. Tailoring your approach to the audience, brand and context will be paramount, but it will also be important to realize that acquiring prospects, engaging them and converting them to customers is what it is all about!
What do you get when you integrate results-oriented Search Engine Optimization (SEO), highly targeted pay-per-click (PPC) advertising campaigns, conversation-inspiring social media programs and text and mobile marketing tools that connect you to your audience? You get a comprehensive online marketing and communcation strategy that drives real results.