In the first quarter of 2013, mobile marketing spending grew 111% in 2012, and the number is only expected to rise as we continue to down the path of a digitally connected world enabled by iPhones. According to AdWorld, this past quarter alone, spending increased in advertising 11% over quarter 4 of 2012. According to an article at Mashable, there are at least 22% of all adults online accessing the internet through mobile devices and there will be 2 billion users by the year 2015. Those adults are connecting to the internet for email, social networking and search.
So how are consumers using their phones right now for health-related purposes? eMarketer reports that 45% of US Adults searched online for health related items in 2012. When asked what Pharma was going to do when it came to their digital budget, there were of those who were polled in the article, 46% didn't know what they were going to do with their digital budget this year. The article suggests that consumers are looking for information on line and one of the best ways to connect with these customers would be discounts. Not-for-profit companies are also a great way for Pharma to connect with their audience.
So where is your budget when it comes to mobile media? How can you connect to your audience through these platforms in the way that connects with their audience?