Investment and adoption in mobile marketing continue to rise, despite widespread media budget cuts.
There is no doubt that the world has changed, and consumer behaviour along with it. The growth in mobile video consumption is understandable. Consumers have been stuck at home for months, and need entertainment. New mobile apps like TikTok have exploded thanks to the lockdown: global figures suggest that during the week beginning 16th March, TikTok was downloaded two-million times (an 18% increase in downloads from the previous week). The app also saw a 27% increase in the first 23 days of March compared to the 6.2 million downloads in February. Not bad for the new kid on the social media block that only launched in 2016.
In fact, according to the Mobile Marketing Association’s (MMA) The state of the industry: 2020 Mobile Marketing in EMEA report, produced in partnership with WARC, mobile is the fastest-growing channel and the biggest driver of internet growth in the EMEA region. It’s not hard to understand why: it works. So much so that 94% of marketers surveyed in the study say mobile is effective.