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DMA: Data and Marketing Association
Consumer Help

Mobile Marketing Statistics

Nothing has changed the game more than the smart phone. But now it’s so much more than the device. Email engagement, Apps, Programmatic Display, Geo Fencing, Beacons. Mobility continues to provide an equal amount of opportunities and challenges. Still the fastest growing channel, mobile marketing is also where the least amount of money is being spent. See if this is where your next big opportunity exists.


Featured Mobile Marketing Trends from 2018 DMA Statistical Fact Book

Mobile: Personal Marketing and a Look into the Future

Here’s how the mobile marketing story played out in 2016

Mobile will continue to be the nexus for many marketers in 2017, occupying a substantial share of the budget, planning, and technology investments.

As a recent Forrester report claimed “Mobile is the face of digital”. Mobile is the alpha channel, not just because of its projected growth and effectiveness, but also because of its influence across the entire marketing landscape TwitterLogo_#55acee. Savvy marketers should look to the present state of Mobile and the statistics in the DMA Statistical Fact Book to foretell what’s next for all marketing in all channels.

Consider Mobile as the…

First Truly Personal Marketing ChannelTwitterLogo_#55acee
Mobile leads other channels with respect to immediacy, proximity, and intimacy. Such a personal medium, demands personal content. Brands that deliver personal experiences will outperform brands that expect consumers to sift through extraneous, irrelevant information. McKinsey & Company calls this “Proactive Personalization”. Brands that don’t personalize will be punished TwitterLogo_#55acee.

First Mainstream, Cellular IoT DeviceTwitterLogo_#55acee
Mobile phones are paving the way for a more complex ecosystem of connected cellular devices – the Internet of Things (IoT). According to Ericsson’s 2016 Mobile Report, cellular IoT is expected to have the highest growth rate of connected devices at 27% CAGR, reaching 1.5 billion connections in 2021.

Data Aggregator for the Online (and Offline) Customer JourneyTwitterLogo_#55acee
Mobile provides insight into how consumers engage online on their phone and across other connected devices. Mobile also informs offline patterns and decision making. Mobile data on location and dwell time can map customer journeys through the physical world too. This is important because even though eMarketer data show mCommerce growing rapidly over the next 3 years, 92.3% of retail sales still take place in brick and mortar stores (according to Harvard Business Review and the Census Bureau)TwitterLogo_#55acee.

Bar-Raiser for User ExperienceTwitterLogo_#55acee
Based on the DMA data within, customers want easier navigation, enhanced security, increased speed, and simplicityTwitterLogo_#55acee. They want easy contact options for support. They want Mobile apps that are useful or focused on their needs.

Mobile continues to be the epicenter of consumer behavior and a catalyst for marketing present and future. The data curated here for you demonstrate Mobile’s continued growth and increased consumer expectations.

2017 DMA Statistical Fact Book Byline Excerpt by Matt Witter, Senior Vice President of Vehicle

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