Weekly Furniture World Media Note #135 from Lance Hanish:

Furniture World News Desk on 3/26/2015

Matt Ackley, writing in Search Engine Land in an article titled: ‘Quantifying The Mobile Revolution’ (031815) suggested that “consumer adoption of mobile is a fait accompli at this point. Browsing behaviors have sufficiently shifted from desktop to mobile. Today, consumers are spending most of their digital viewing time on mobile devices, and advertisers have responded by diverting advertising budget towards those devices.

Mobile share of spend – aggregated across search, social, and display – has been on a steady increase and is poised to take over as the primary channel for reaching customers in 2015. Globally, mobile ad spend has been growing at a striking pace, with $40.2 billion spent in 2014 and a projected $64.25 billion to be spent in 2015.

Social media consumption is particularly mobile-focused, so naturally marketers have been quite progressive about shifting social ad dollars to mobile devices. Over 55% of social ad spending was on mobile ads, which mirrored the 62% of social clicks driven through smartphones and tablets.

Global search spend showed a steady shift from desktop towards mobile. Mobile search spend share grew 8% over the year, peaking in November as retailers revved up their mobile focus for the holidays.

The majority of search spend will shift from desktop to mobile devices by Q3 2015, and the 2015 holiday shopping season will undoubtedly result in another big win for mobile search.

Mobile spend actually eclipsed desktop spend at several points throughout last year. This year the shift will be complete.

Why? Based on click through rates (CTR), mobile ads are very successful. Across channels, smartphones have shown higher click-through rates than desktops, while click-through rates on tablet devices rival those of desktop.

The proof was presented to us well before this year. Deloitte released data in April 2014 which found that mobile device usage helped account for roughly $593 billion of US in-store retail sales in 2013, or almost 20% of all brick-and-
mortar sales.”

It is important to understand that today’s mobile users are making shopping decisions whether away from the store and in the store. And, they are showing high levels of engagement.

Mobile in the world of integrated marketing today, is absolutely important. It is the most important aspect of your marketing strategy. That is why we say, MOBILENow!

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Lance Hanish is Co-Founding Partner in CNA | Sophis Integrated Marketing Communications. 

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