You no longer have an excuse: if the mobile is not the center of your digital marketing strategy, it's time to renew or die. Since Google confirmed in 2015 that mobile traffic had surpassed desktop traffic for the first time, these devices have continued to become an increasingly essential part of our daily lives. The mobile application market has already reached its maturity, and users are ready for mobile marketing . So that you can join this trend and boost your brand, today I want to tell you what mobile marketing is, what tools it uses and how you can use it to get more conversions.
What is mobile marketing What is mobile marketing? Mobile marketing or mobile marketing consists of a set of techniques and formats to promote products and services, using mobile devices as a communication tool. Its great differentiation is that it manages to open a personal channel between the advertiser and its public, since it offers great possibilities for personalization. In recent years, the popularization of smartphones has changed our way Image Manipulation of accessing information and, with it, our consumption habits. Thanks to this, a new way of understanding marketing has emerged , to the point that many authors consider that mobile advertising represents a paradigm shift and not just an update. Just a few years ago, mobile marketing was considered a complement to other digital marketing strategies designed for desktop computers.
But today, this trend has been reversed and mobile is king. To better understand its importance, just take a look at these data on the importance of mobile advertising in 2016 , according to IAB Spain: 94% of the Spanish Internet user population between 16 and 65 years old has a mobile phone, and of these, 97% are smartphones. This represents a market of 21.5 million people. The average daily connection time is 2 hours and 34 minutes for smartphones and 1 hour and 19 minutes for tablets. On average, mobile users download 2 apps per month, have 17.8 installed, and regularly use 9.1. One in three mobile users frequently uses it as a "second screen" in combination with television. 9 out of 10 smartphone users have used it at some point in the purchase process (especially those between 16 and 45 years old). 4 out of 10 have used mobile commerce. The main barriers to buying from mobile are preferring a larger screen (61%) or lack of confidence (33%).