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Marketing strategies are leaning towards mobile-only spending

If your business wants to reach new and old customers alike, you need to step up your mobile spending, according to the latest trends.

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Time to take mobile seriously

If your business hasn’t updated your website to make it mobile-friendly, you’re missing the boat when it comes to website searches. In April, Google rolled out its new algorithm that adds mobile-usability factors to its ranking. It’s time to look at where your company spends its marketing dollars to ensure you are reaching your customers on the devices they use.

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According to a survey released by EMarketer, in 2015, although desktop marketing dollars will still account for a significant portion of the budget, the real growth is in the dollars spent on mobile marketing. In 2013, $32.44 billion was spent on desktop marketing, with only $10.67 billion spent for mobile marketing. In 2015, those figures are almost equal, at $29.89 billion for desktops and $28.72 billion on mobile. By 2019, they’re projecting that mobile marketing dollars will be more than twice that of desktop, with $65.87 in mobile marketing and $25.35 in desktop.

What your marketing strategy must now include

Display ads and search engine marketing account for the biggest portion of marketing spending, whether mobile or desktop. eMarketer is forecasting the largest growth in the search engine market, while display ads have increased since 2013, it should remain steady over the next few years.

Make sure your marketing strategy includes mobile advertising, both in-apps and mobile search. Mobile use is outpacing desktop use, with adults in the United States spending almost three hours on their mobile devices each day in 2014, which is up from 2 hours, 19 minutes in 2013. Desktop usage is falling, being equal to mobile devices in 2013, and dropping to 2 hours, 12 minutes in 2014.

If your business wants to reach new and old customers, you have to step up and implement a mobile plan. When people are out shopping, they’re going to look up businesses on the mobile devices. If your company doesn’t show up in their search results, you’ll lose the chance to show your product. It’s time to check out your marketing strategy and make sure it’s keeping up.

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Dawn Brotherton is a Sr. Staff Writer at The American Genius with an MFA in Creative Writing from the University of Central Oklahoma. She is an experienced business writer with over 10 years of experience in SEO and content creation. Since 2017, she has earned $60K+ in grant writing for a local community center, which assists disadvantaged adults in the area.

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