Mobile is taking over.

It’s no surprise that going digital is the future of marketing, but not many could have predicted how quickly digital — and specifically mobile — have come to dominate ad spend. In fact, mobile is expected by 2020 to surpass all forms of traditional media combined.

For decades TV, print and radio have been the name of the game for advertisers all over the world, but with the internet age and the surge of mobile devices, digital marketing has quickly come to dominate the ad space. While traditional channels will always have their time and place, an increasing emphasis is being placed on digital when companies are wanting to put their messages in front of more qualified leads.

Without taking into account the CPM of traditional vs digital debate, digital advertising is leveling the playing field for small to medium size businesses. Gone are the days of local businesses struggling to afford to get their names in front of potential customers. The barrier for entry has been lowered considerably since there is no minimum ad spend for Google Ads and Facebook.

With this trend, TV has been dethroned as the largest channel by ad spend, and in 2018 mobile is expected to surpass TV by a whopping $6 billion. With that level of growth, mobile will account for 43% of ad spending by 2020. Advertising has even surpassed in-app purchases as the top money maker for app publishers.

What does this mean for advertisers?

First and foremost, you need to be available via common digital platforms in some capacity, preferably with a mobile-optimized website and robust social media accounts. While that’s a great start, you cannot rely strictly on organic growth and reach. How else do you think Google and Facebook make their money?

Well, they need advertisers (like you) to spend their ad dollars on their platforms. So, what does that mean for you? To get your message in front of potential customers, you have to spend some money.

Algorithms in place put more emphasis on paid content than organic content. That means that even if you are regularly posting to social media, people still might not see your content, unless you boost it or sponsor posts (or pay for search ads on Google).

While it may seem obvious that mobile will dominate advertising for the foreseeable future, traditional media still has its place in the advertising world, but in an age when nearly everyone has a smart phone, you need to get your message in front of people, and nowadays that means going mobile. Even content that has long been exclusive to traditional media is making the leap to mobile (think sports, news, and tv shows).

If you need a partner in moving more ad spend to mobile, we’ve got the experts. Give us a shout — talking is free!

Matt Kortum

Author Matt Kortum

Matt is a SEM Specialist at InQuest Marketing. He creates and manages search engine marketing efforts for a wide variety of clients and enjoys being able to see direct results from those efforts. If he could have any superpower he would choose the ability to fly, and his favorite meal is a steak dinner with a glass of bourbon.

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