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Mobile, the one trend for 2017 you cannot ignore.

Published: Tuesday, 14 February 2017 by Donata Pieta, Professional Services Consultant
Digital Intelligence

As December approached, industry experts started their predictions for the top Digital Marketing trend for 2017. Among the latest hot and ground-breaking topics, we can spot a clear pattern: Mobile is still King. ‘The King is dead, long live The King!’

You might ask, ‘Isn't Mobile old news?'

In the context of how long it’s been around, maybe so. In the context of what is the state of Mobile Marketing and where it’s headed, definitely not.

Mobile is still growing and expanding, not only because of its technology but also because of its widespread reach all over the world. In developing countries, Mobile is growing at a rapid rate and becomes the first (and sometimes only) device for Internet access. At the same time, traditional use of the Internet on desktops is decreasing/remaining stable.

According to Forrester Research, it was predicted that 4.8 billion users globally would use a mobile phone by the end of 2016 and that 75% of Internet users would connect via a mobile phone.

Smartphones and tablets dominate our lives. Time spent on a mobile by an average adult in the US has doubled since 2012 to three hours a day (business and leisure combined). This amount of time is even higher for younger demographics, specifically, 16–24 years old (GlobalWebIndex).

Time online in mobile, by age


Mobile users have become more digitally savvy and demanding. They want an optimum experience on their devices—similar to desktops or even better.

Thanks to industry leaders, you can board a plane, pay for your coffee, order food, get a taxi and transfer money—all with the taps of a few apps on your smartphone.

Customers expect to find your business on a craftily designed mobile website or app, easily search your content, review products and services, and engage. Even though a desktop is still the preferred medium for making a purchase, the trend is steadily increasing towards m-commerce.
Not convinced yet? Let’s talk money.

Mobile transactions were predicted to reach $142 billion in 2016 in the US alone, accounting for 35% of overall transactions of commerce business. The UK m-commerce market has also grown firmly, with a handsome take of £25.2 billion forecasted by the end of 2016.

By the end of 2020, m-commerce is predicted to account for 49% of all e-commerce (around $252 billion) in the US and 44.7% (£44.5 billion) in the UK (Forrester Research; eMarketer). Yet only roughly 25% of companies fully integrate Mobile onto their overall business strategy, with just 14% using Mobile to transform their user experience.

What’s more, poorly optimized mobile websites, with confusing navigation and broken sorts/filters, are still live on the market. Unfortunately, the biggest UK brands and retailers are among the offenders.

If you want a slice of the m-commerce pie for your business, roll up your sleeves and start your Mobile Marketing Strategy in 2017.


How do you get your foot in the door?

If you are unsure where to start and what’s the best for you, then stay tuned. In the coming weeks, I will be publishing easily digestible guides on Mobile Marketing Strategy, which can give you a starting point for your business’s roadmap. I will address the most important Mobile Marketing topics, such as segmentation and personalization, m-commerce best practices, email marketing, customer journey and more. I will review best practices for Mobile, what leaders are doing and future trends.
You cannot afford not to.

Because 75% of people always have their mobile phones with them and spend more time on their smartphones than on any other medium, you cannot afford to not invest in Mobile if you want to stay competitive and in business.

Customers are on their mobiles — either you follow them or lose them to competitors who do.

If you enjoyed this post you can read more of Donata's posts here:


Graphics & References; Forrester Research &GlobalWebIndex from:

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