Smartphone Usage Has Reached a Critical Level for Businesses
Those businesses that do not have plans for a mobile marketing strategy may become extinct in the new age of “Mobile Darwinism”
The report, entitled “Mobile App Source,” points out a “Mass societal shift to handheld devices,” according to the president of the firm, Michael Berner. The penetration of smartphones “will have a profound effect on small and medium-sized business,” he said. For businesses of all sizes, the potential for mobile marketing is virtually immeasurable. The importance of mobile marketing will grow in direct proportion to smartphone penetration.
The Internet & American Life Project at the Pew Research Center called this portion of the ongoing study “Smartphone Ownership 2013.” Their conclusion was, “For the first time since [Pew Research] began systematically tracking smartphone adoption, a majority of Americans now own a smartphone of some kind.” This indicates that organizations that undertake mobile marketing early will be those with the greatest chance of thriving.
“It’s the new ‘Mobile Darwinism’,” according to the researchers, those companies that fail to implement a mobile marketing strategy will experience growing levels of very demanding competition. The smartphone opens up a complete channel to reach consumers at any given time of day on a device they have with them at all times – including when they are in the store. The potential for innovating marketing techniques is endless.
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