According to a study from Econsultancy and SEMPO, summarized by Marketing Charts, the increased use of mobile by consumers is having a significant impact on a variety of digital marketing efforts. Describing the impact of trends and technologies on paid search, SEO, display, social media marketing, and email marketing, consumers’ mobile use topped the impact rankings.
| Impact of Consumer Mobile Use On Digital Marketing (% Marketers Responding) | |||
| Digital Marketing | Not Significant | Significant | Highly Significant |
| Paid search |
11% |
40% |
49% |
| SEO |
17 |
47 |
38 |
| Digital display |
15 |
54 |
30 |
| Social media marketing |
18 |
40 |
42 |
| Email marketing |
16 |
47 |
37 |
| Source: Econsultancy/Sempo, February 2014 | |||
Company respondents described the impact of consumers’ increased mobile use as highly significant or significant in the context of their paid search marketing efforts, putting the impact of mobile ahead of Google’s Enhanced Campaigns and changes to AdWords and integration with social media. The 49% rating consumers’ mobile use highly significant was far ahead of the 33% deeming Google’s changes to be highly significant.
93% of agencies rated consumers’ mobile use as highly significant (55%) or significant (38%) to their paid search efforts. Fewer than one-third rated Google’s changes as highly significant.