The State of Mobile Content Marketing

Mobile content marketing

With all the technology that is now available, content is being consumed in many different ways and on many different devices. While desktops and tablets are big players in the game, mobile devices seem to have a big influence on click through rates and browsing. In 2013, mobile content marketing will generate a large return on investment if done properly.

We gathered research from our corporate blogging platform client, Compendium, and email marketing software client, ExactTarget, to show the impact of mobile marketing over the past couple of years and what is yet to come. When all the data was put together, there were some startling findings:

  • Open rates on mobile devices have increased by 300% from October 2010 to October 2012. 
  • Mobile email creates twice as many conversions as social activities or search.
  • Mobile may not mean “on the go.” 51% of US mobile users browse, search, and purchase on mobile devices at home.
  • Web visits on a mobile or tablet device are highest on Thursday at 15.7%.
  • SMS marketing messaging is becoming more popular, with 31.2% of agencies using this tactic to increase click through.


What is the state of mobile content marketing? Get in the game, or lose the opportunity for click throughs, conversions, and engagement.

Mobile Content Marketing Infographic


  1. 1

    The email open time between mobile and desktop transition is fascinating! Seems we jump onto our big screen in the morning but then slowly start returning to the mobile device. Wow!

  2. 3

    Hey Jenn, some really interesting stats here, loving it. I asked a question around this at SES london last year, so wonder what your opinion / comment is:
    Even though you can see that conversion is up on mobile devices for purchasing and ecommerce , I wonder what the stats look like for how many open/read an email but then convert through desktop, so using more touch points for conversion (also make it hard to track?). Cheers – Russell

    • 4

      Hey Russell! Thanks for your comment. I think that’s a great question, and I would argue that my personal behavior can reflect this (looking at it on a mobile device, but purchasing on a desktop).

      I don’t have the statistics handy, but I have dealt with this question before. Here are my thoughts (more from a business psychology standpoint):

      – If you’re away from the comfort of your home or desk, I think conversions on a mobile device (purchases) are way up. We’re an age of instant gratification, and if we want it, we do it now. If we don’t want to purchase right then and there, we probably bookmark or save it in some way. However, if we don’t retain it as a viable need or must-have want, then we’ll probably forget and never return unless we keep up with our bookmarks or have a reminder. Most B2C businesses do have an email reminder if we put something in a shopping cart, but I would venture to guess that if we didn’t purchase on a mobile device then and there, we’re probably going to buy it on a desktop, or, unfortunately for the retailer, we won’t buy at all.

      – From a tracking standpoint, this is where marketing automation comes in. There are tools that allow you to track your consumers browsing habits and create a profile for the customer. If they were a prior customer, this is a lot easier to do. It can be harder if they’re not already classified as a prospect in your system.

      – Do multiple touch points make it harder to track conversions? Yes. Definitely. But does that mean it’s impossible? No – we just need advanced tools and dedicated resources to have a proper workflow in place. This is costly, but at the end of the day, it will probably help with retention and loyalty.

      So, overall, no, I don’t have the stats on conversions versus browsing on mobile and tablet, then converting on desktop, but tracking customer behavior through marketing automation should help this. Thanks! If you’d like further conversation, please feel free to reach out on Twitter: @jlisak.

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