Why don't brands invest heavily in mobile marketing?

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Article updated 1 year ago by NewsMDirector
Smartphone penetration worldwide

Mobile phones are present in our lives in a way that was unimaginable just a few years ago. It seems inevitable that brands would join this trend and invest in mobile marketing. But the reality seems to be different. At least for now.

We live in a scenario in which society has assumed that the mobile phone is the means of communication of the present and the future . The figures for smartphone penetration in Spain confirm this in studies such as the bahrain whatsapp number data Mobile Report in Spain and in the World 2016 by Ditrendia :

At the end of 2015, mobile phone penetration worldwide reached 97% .
The number of mobile devices globally reached 7.9 billion , more than there are people on our planet.
In Europe, 78 out of every 100 inhabitants have a smartphone.
Smartphones now account for 87% of all mobile phones in Spain. This figure places Spain at the top of the European list.
Global mobile traffic will grow nearly 8-fold between 2015 and 2020.
In Spain, mobile data traffic will increase sevenfold between 2015 and 2020, representing a year-on-year increase of 46%.
By 2019, mobile video will account for 72% of all global mobile data traffic.
In 2015, 98% of young people aged 10 to 14 already had a state-of-the-art phone with an Internet connection. In Spain, children aged 2 to 3 years regularly use their parents' mobile phone.
TABLE OF CONTENTS
The Moment of Mobile Marketing
9 Barriers to Mobile Marketing Adoption for Brands
A new way of doing marketing
4 practices to establish an effective mobile marketing strategy
1.- Adaptation to the “Mobile first” philosophy
2.- Mobile applications, the new language
3.- A fast, safe and efficient channel
4.- Keep social networks in mind
The Moment of Mobile Marketing
Spending on different marketing platforms

The same study indicates that marketing managers worldwide are beginning to be aware of the importance of mobile devices in different digital marketing strategies. In fact, investment in mobile marketing worldwide grew by 38%.

Mobile is thus ranked fourth among digital categories in terms of the percentage of investment allocated to each medium . Only behind investment in developing a website, campaigns created with email marketing software and investment in search engine marketing.

Mobile marketing is here to stay. It plays in its favour that the digital marketing scene has moved from desktop computer screens to mobile devices. In fact, 80% of Spaniards have a smartphone while only 73% have a computer, either desktop or laptop. Users, therefore, seem to have stopped consuming content on the computer and moved to the mobile environment.

9 Barriers to Mobile Marketing Adoption for Brands
Barriers to mobile marketing

However, it seems that some brands are still not taking this trend into account. Or, at least, they are not developing the appropriate actions to incorporate mobile marketing into their strategies. What barriers do they encounter? The Mobile Report in Spain and in the World 2016 by Ditrendia points out the following 9 barriers that in 2015 stopped brand marketing managers from dealing with mobile marketing:

The inability to measure the effectiveness of actions and obtain an adequate return on investment. A classic when incorporating new channels into marketing strategies, which, in this case, is pointed out by 46% of respondents.
Lack of budget (46%),
Not yet understanding how conversions are achieved from mobile devices (46%).
Not having a mobile marketing strategy (36%).
Inability to measure user behavior and segment audiences in mobile environments (36%).
Difficulties in integrating mobile data with other data systems (36%).
Lack of attractive content for smartphone users (27%).
Lack of experience and knowledge of the environment (18%).
Not having an expert team to address mobile marketing strategies (18%).
A new way of doing marketing
mobile (2)