In September 2015 it was reported that mobile ad spending was set to surpass desktop spending in the US for the first time, and companies in the UK spent £1bn on the channel in the first half of 2015 alone. As customers’ journeys become increasingly mobile, marketing spends are reflecting the channel’s growing importance.
As with all marketing disciplines, mobile encompasses a number of tactics and forms, and applications have been an incredibly popular way for brands to engage with consumers. Even traditional children’s toys are now compatible with apps, illustrating the extent to which they’ve become an everyday part of life. Indeed, enormous tech giants like Uber, Tinder and Snapchat have built digital empires solely on apps.
However, whether apps are essential for every business is questionable. While they are highly visible, they are also highly expensive. One survey carried out in the US found that the average cost of building a corporate app alone stood at $270,000 dollars – which is before the costs of ongoing maintenance and management.
For organisations selling high volumes of products to consumers on a daily or weekly basis, there is an obvious incentive to have an app that allows prospects to purchase goods at the touch of a button. However, for smaller organisations who aren’t in retail, mobile spend could be put to better use elsewhere. With consumers now conducting 54% of searches over mobile devices, mobile search marketing can provide brands with equal opportunities.