From the boardroom to the bus stop, you need only look around to see that smartphones are everywhere. "Sent from my iPhone" email signoffs are ubiquitous, and major corporations are integrating mobile apps like Periscope into their marketing strategy to boost customer engagement.

Like it or not, mobile has surpassed print, TV, and desktop as the primary mode of communication between companies and consumers.

The upside for advertisers is that when mobile consumers never—or rarely—go fully offline, they become more accessible and more engaged than ever.

But here's where things get tricky: Mobile consumers also behave quite differently. They are more deliberate, focused, and resentful of interruptions. They use their devices differently than desktop consumers, and they want to get something different out of the information they consume on those devices.

Often, that something different is in the "real-world." The mobile device is a bridge between the Internet "online world" and the physical world, and it is changing how consumers are purchasing products and services.

In fact, smartphone-influenced offline purchases (made in stores or over the phone) are 20 times greater than smartphone-influenced online purchases (m-commerce).

For advertisers, adapting to this shift and optimizing campaigns for mobile could be the difference between barely staying afloat and becoming industry leaders.

Here are four ways to boost your mobile ROI.

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ABOUT THE AUTHOR
image of John Busby

John Busby is SVP of customer insights at Marchex, a mobile advertising technology company.

LinkedIn: John Busby

Twitter: @JohnMBusby