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Report: The State of Mobile Marketing in North America




June 15, 2017 | Article written by Carly Morris

North America is currently the largest advertising market in the world, with 2017 projected to drive $217 billion (about 37% of the global market) in total ad spend.

To better understand the market’s growth, and where mobile comes into play, WARC and the Mobile Marketing Association have teamed up to release a special new report on the state of mobile marketing in North America.

The new report polls marketers from different industries across the region to gather insights on major mobile trends and forecasts, all straight from the source.

 
To help make sense of the findings, we’re breaking down the good, the bad, and the future as they pertain to mobile in North America.

 
 
The Good: Innovation & Impact
In North America, more than half of marketers see mobile driving a major impact within their industries, and another 42% predict an even stronger influence in the years to come.

 
 
What’s making those marketers so optimistic for the future? For now, mCommerce and mobile payments top the list, alongside video, multi-screen engagement, and strong user loyalty.

 
 
What it means for you: Mobile is a marketing powerhouse and it’s constantly evolving with new capabilities. Keep an eye on disruptive trends, like mCommerce and mobile payment options, and how they can be beneficial to your brand.

 
 
The Bad: Lack of Strategy & Measurement Challenges
Despite this impact, North American marketers still lack sufficient strategies to fully embrace the mobile movement.

In fact, only 6% of agencies see their clients as fully ready for adoption, while more than half of both client-side and agency marketers have absolutely no formal mobile strategies in place.

 
 
This lag is the result of widespread confusion surrounding campaign metrics and measurement; currently mobile’s top barrier to entry in North America.

 
 
But, they’re also ready to change this for the better.

Within the next five years, mobile budgets are on track to increase significantly, with half of marketers planning to allocate at least 25% of their spend toward mobile initiatives.

 
 
What it means for you: Creating an all new strategy can be a handful, but you don’t want to get left behind as competitors put mobile on the fast track. (Pro tip: When in need, turn to the experts. Taptica can help devise a winning mobile strategy and make sense of your metrics every step of the way.)

 
 
The Future: Social, Video & Location
Until now, mobile web, search, and in-app content have held the lion’s share of marketers’ interest, topping the list for 46%, 39%, and 38% of respondents respectively. Over the course of the next five years however, the focus will begin to shift toward new ventures like social and video.

 
 
And finally, when it comes to the key factors fueling the industry’s growth, North American marketers are getting most excited about location data and 360 video.

 
 
What it means for you: Marketers are moving toward a more personalized and interactive approach to mobile. Now’s a great time to start thinking about localization strategies, and how to engage your users on fresh new channels.

 
In North America, mobile is here and it’s growing fast. But, that doesn’t mean that every marketer is equipped to make it a main component of their digital strategy.

Mobile is a different animal because it addresses all the main concepts of this report – disruption, innovation, uncertainty, challenge, and potential. And that’s why we love it!

If you’re ready to step up your strategy, drop us a line: info@taptica.com.

 
For more information, you can check out the full report from WARC & the MMA here.