With 75% of consumers ages 18 to 44 utilizing their smartphone for social media more than anything else, online marketers must not ignore the vital role that social media plays in online marketing today.
Aside from the frequency of checking social media on mobile devices, 23% of shoppers will log into social media while shopping, and another 34% will perform shopping related activities while in a brick-and-mortar location. This includes anything from comparison-shopping, checking to see if the retailer has more sizes, or colors in their online store, or utilizing shopping apps.
For this reason it is essential that online marketers, of businesses both large and small, understand their consumers and re-prioritize their mobile marketing strategies.
“Prioritizing the mobile opportunity is key for marketers. Many brands have one to two people focused on mobile compared to sometimes hundreds focused on TV and online,” Rachel Eisenberg, vice president of strategy and marketing for Millward Brown Digital, tells eWEEK. “Marketers need to continue to evolve their focus as consumers evolve their device usage.”