Public Relations & Social Marketing Insight

More than $101.37 billion will be spent on ads served in 2016 to mobile phones and tablets worldwide. That’s a 400 percent increase from 2013. From 2016 to 2019, mobile ads will nearly double again, rising to $195.55 billion. That figure will account for 70.1 percent of all digital advertising as well as more than one-quarter of total media ad spending worldwide.

It’s all about the number of consumers adopting mobile devices. As that number soars, marketers are chasing consumers into mobile markets. Next year, eMarketer estimates, there will be more than 2 billion smartphone users worldwide, more than one-quarter of whom will be in China.

The holidays are almost upon us, and recent surveys confirm what many business owners have suspected: social commerce, and the use of mobile channels, is increasing and will have a huge impact on 2014 holiday shopping behaviors. The shift toward social shopping highlights trends that impact both business-to-consumer and business-to-business (B2B) purchasing.

As reported by MarketingLand, mobile and social channels will play a significant role in holiday shopping this year. In an online survey of 1,000 smartphone owners, sponsored by MarketLive.com, one in three shoppers stated they plan to make more than 50 percent of purchases via mobile devices. Thirty percent of respondents reported having made a purchase as a direct result of “engagement with a social networking site” within the past year. This is up from 18 percent the previous year.

And, as consumers become increasingly web and mobile-savvy, and vocal in their online reviews of their likes and dislikes, we will begin to see what some are describing as the “consumerization” of business-to-business purchasing behavior. So, while not all consumer shopping activities translate to the B2B purchasing model, many do....

Brands with both a physical and digital presence make almost 30% more in revenue. Consumers report a higher level of satisfaction with brands that have both a brick-and-mortar and online store, according to a recent study. Legacy brands who once hailed shopping malls as their “mecca” are now having to close shop, and once-startup, online-only brands, including Warby Parker and Birchbox, are moving in and opening their doors. Department and chain stores, in an effort to remain relevant, are spending upward of $4 billion on ecommerce platforms, redesigns, loyalty programs and in-store technology to keep consumers connected at all times.

There are plenty of ecommerce sites running fully functioning, profitable operations sans a physical footprint. And, there are also plenty of boutiques, even legacy luxury brands, whom avoid the ecommerce industry, focusing instead on offering a local clientele exclusive, one-of-a-kind products.

What is it then that makes multi-channel retailers of all sizes more successful than their solo-channel counterparts? Simple: a consumer-wide shift in shopping habits....