In this article, you'll learn...
- Trends that will affect digital marketing in the future
- Opportunities for marketers in mobile, email, and social marketing
- What new data suggests about customer mobile usage patterns
Today's customers face a multitude of options for how they can interact with brands. And, more often than not, they rely on information sources other than traditional advertising—specifically, social networks.
For marketers, adapting to a customer-centric model means understanding information consumption patterns across those networks and creating a truly interactive experience that encompasses the components of the total digital messaging ecosphere: social, mobile, email, SEO, PPC, offline, point of sale, and other forms of measurable input and conversion.
In a recent IBM benchmark study, we took a closer look at how consumers interact with brands through the email, mobile, and social channels.
Here's what we found.
Mobile Is Growing
Based on our data, 20% of customers access email on a mobile device, and mobile growth month-over-month in the last five months has steadily increased. Another recent study, conducted by Baby Center, has put smartphone penetration as high as 59% among mothers.
All of this research suggests that the mobile Web is becoming a major consideration and channel for every marketer. That means knowing how consumers interact with your brand and what devices they use to browse your website; it also means knowing the demographic makeup of your consumers.