August 17, 2016
Why Mobile Marketing is Vital to Your Nonprofit Marketing Strategy
In recent years, there has been a giant leap in smartphone ownership. 72% of Americans now own one. These devices have transformed the way we live, interact and market.
When we work with nonprofits and other cause-based organizations, we often have the same conversation about digital access. Because of the ubiquity of smartphones, people from across demographic groups increasingly have access to the internet and use their phone as their main access point to digital resources.
When building a strategy to reach donors as well as clients, nonprofits should include deep consideration of how to deliver a good mobile experience in their ads, websites, and more.
Here are some facts about mobile to get you thinking:
In the next 4 years, mobile marketing will be worth $13 billion
Brands are finally shifting more budget to engage audiences where they spend the most time. The mobile video market is expected to be valued at $13 billion by 2020, while spending on mobile native advertisements will reach $21 billion in the next two years. Marketing on mobile will also allow organizations to target audiences based on many personalized factors, including location.
55% of Hispanics and African-Americans use mobile job resources
Smartphones are becoming more and more accessible. Owning a smartphone is extremely important for people to gain economic mobility. The Pew Research Center notes that low income Hispanic and African-American users are extremely likely to use their phones to access employment and job resources.
Nearly half of millennial mobile users use messaging apps
Mobile messaging apps are continuing to rise in popularity. 36 percent of smartphone owners age 30-49 use messaging apps like WhatsApp, Kik or iMessage, compared to 49 percent of people age 18-29. These users are concentrated in urban environments, with suburban locations following closely behind.
Smartphones are rapidly integrating into the lives of people as resources for information and empowerment.