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Three Principles for Mastering Mobile Marketing in 2014

by Doug Stovall  |  
February 28, 2014

In 2013, Pew Research Center reported that 91% of American adults own a cell phone; 56% own a smartphone. And they're using those phones to shop: Mobile generated up to 42.6% of all online traffic and 25.8% of all online sales during Thanksgiving weekend.

So, with consumers primed in 2014 with mobile technology and eagerly using it, how do you best reach them?

To succeed in mobile marketing this year, you must master these three principles: immediacy, simplicity, and context.

1. Immediacy

We've become an on-demand society. Mobile is an on-demand medium. Users want information now.

That mobile mind shift condenses everything marketers have known about a path to purchase or sales funnel into a matter of minutes. In fact, according to Google, 63% of mobile search-triggered actions happen within one hour of the initial search.

Mobile accelerates consumers' decision-making but also allows marketers to influence those decisions quicker than ever. Your message isn't relegated to mediums that consumers may (or may not) see as they contemplate a purchase decision. Your message is now in front of consumers at the very moment they make that decision.

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Doug Stovall is chief operating officer at Hipcricket, a mobile marketing and advertising company.

Twitter: @DOStovall

LinkedIn: Doug Stovall

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