Your Mobile Marketing Budget – Justified

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Brands like Coca-Cola, Starbucks, Pepsi-Co have made great strides in mobile marketing. But most brands still underestimate its value.

If you’re looking for a solid argument about why you need to allocate more marketing dollars to mobile in your budget, look no further. The Google-Ipsos study offers fascinating insights about smartphone users that have great implications for brands in general. This article, however focuses on the impact on beverage brands in particular.

Who?

About half of all teenagers and 62% of young adults 25-34 own a smartphone, reaching critical mass in the latter segment. These just happen to be the target demographic for soft drinks and energy drinks.

What?

While smartphones are used for varied activities, major uses are apps, watching videos (entertainment, even TV programs), research and to stay connected(read: social networking).

Why?

Nearly a third of Americans own smartphones. 82% use their phones to research. According to another Google/Compete/KantarRetail study – “Impact of Search on Offline Beverage Purchasing” – searchers are more engaged than non-searchers on beverage sites, visiting often and spending more time per visit.

And guess what? About 53% of smartphone searches lead to a purchase.

Where?

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As illustrated, people are buried in their phones pretty much everywhere.  I think I’ve seen a beverage commercial set in nearly every location listed. Can we afford to ignore a medium that has such a high overlap with consumption and therefore opportunities for brand engagement?

When?

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Mobile plays a huge role in the multi-channel purchase process. Being chronic multi taskers, 40% of users socialize while using internet on their smartphone, 48% while eating and 70% use their phones while shopping in-store.

That’s a staggering amount of people open to messaging and who just happen to be hanging out in the perfect environment for trial and conversion.

The beauty of the mobile space is that it’s fairly new. And with its endless opportunities, it levels the playing field so that even small beverage brands can make a giant impact.

The audience is out there. All you need to do is speak up.