5 Questions You Should Answer If You Want Your Mobile Marketing to Work

Where growth is coming from, building trust and more 

By Andrew Paradise

While it’s no surprise that mobile devices are playing a larger role in consumers’ lives, the growth in the use of smartphone devices has had a transformative impact on the way people interact with brands.

As a result, the dichotomy behind this new relationship promises to reshape our daily lives for many years to come. Since consumers and smartphones are attached at the hip, brands have increasingly turned to these new digital appendages as a key touch point in their dialogue with customers.

Andrew Paradise Illustration: Alex Fine

The question now becomes: What do brands need to know about mobile consumers heading into 2016?

What are the basics? Expect smartphone devices to continue to influence how consumers search, shop, buy and engage with brands. The decision to purchase is now heavily influenced by content that users generate and others read, primarily through product reviews and social media. As mobile device usage continues to grow, brands will need to continue adapting to the needs of increasingly mobile and well-researched consumers.

Where is mobile growth coming from?Consumers are now spending more time in apps than watching TV, and according to eMarketer, much of the growth in time spent on mobile devices will come from people spending more time within these apps.

In 2015, it was calculated that U.S. smartphone and tablet users spent an average of 3 hours and 5 minutes a day using mobile apps, up from 2 hours and 51 minutes in 2014. Next year it’s estimated that mobile device users will spend 3 hours and 15 minutes per day using apps, helping mobile marketing grow to a $100 billion industry.




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