Mobile devices 'the perfect marketing platform'

Mobile has overtaken desktop in terms of the number of clicks by consumers, according to new research. With the proliferation of mobile devices only set to increase, this underlines the growing importance of optimising marketing strategies so that brands can communicate their message through various platforms.

The study, which was carried out by Marin Software, found that smartphones and tablets are now responsible for 50 per cent of clicks, 46 per cent of spend and 43 per cent of conversions in the UK.

It highlights the sea-change in purchasing behaviour, as consumers are comfortable using mobile devices to book holidays, order clothes, do their shopping and complete banking transactions.

"The smart choice for advertisers in 2015 will be to optimise their spend toward smartphone devices - the rate of clicks goes up significantly every quarter, but the cost has remained low compared to both desktop and tablet," stated Jon Myers, the company's managing director of EMEA.

Mobile ad views represent a real chance of growth for marketers, providing they capitalise on the opportunity, as the cost per click is cheaper than other forms of digital display campaigns.

But the rise of mobile is clear. There was an 8.9 per cent year-on-year rise in mobile conversions in Q4 2014, while desktop recorded an 8.3 per cent decrease. This highlights how mobile is set to become the number one channel for marketers.

With tablet usage greater in the UK than other European countries and the US, companies cannot afford to overlook this medium when drawing up their strategies.

In order to take advantage of this growth, brands have to make sure their websites are mobile optimised, as 2015 is set to be the year of cross-screen marketing. There's no point developing great campaigns if they are not being pushed out through the right channels.