Mobile marketing drives digital ad spending
August 22, 2013

In addition to investing in integrated payment systems, many small and medium-sized enterprises are focusing on driving their sales and showcasing their mobile payment offerings by adopting digital marketing initiatives. Embracing the latest technology, such as portable devices and attachable credit card processing readers, and centering advertising around the newest platforms can help SMEs increase their customer base. Marketing to mobile gadgets is propelling digital advertising, and SMEs may want to take advantage of the trend to increase sales.

Mobile advertising encourages stronger sales
According to Business2Community, a business and marketing news source, increased sales of portable devices are causing mobile marketing to grow. With more U.S. consumers owning and using smartphones and tablets, not focusing digital advertising on the electronics may not be a smart move for businesses.

In fact, a recent study by research firm eMarketer found many enterprises are increasing their online marketing budgets by embracing advertising on mobile devices. The study examined how much businesses have spent on digital ads already this year, finding spending may reach $42.26 billion by the end of 2013, accounting for 24.7 percent of total media ad spending. This is a significant rise from 2012, when digital ad spending hit $36.8 billion. 

In June, eMarketer had previously forecasted digital ad spending will reach $41.94 billion by the end of the year. According to the report, the upward revision highlights the rising trend among businesses to focus their digital marketing efforts on portable devices to engage shoppers and drive their offerings. Mobile marketing is estimated to hit $8.51 billion by the end of 2013, up from June's forecast of $7.65 billion. The report noted the increase in total ad spending measurements is mainly in response to mobile marketing, which is set to continue driving digital ad spending in the near future.

SMEs may want to focus their digital advertising efforts on portable devices. Doing so can help them reach more consumers while they are on the go. Many shoppers use their smartphones or tablets while they are at brick-and-mortar stores, sometimes checking virtual stores at the same time. When a business employs mobile marketing, it is able to reach consumers any time of day, including when they are out shopping. This increase in advertising's reach can have significant advantages for SMEs, many of which have virtual stores or promote daily deals.  

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