With 2014’s holiday shopping season fading into the rearview mirror of 2015, mobile marketing and mobile devices made their mark — according to the most recent Adobe Digital Index report from the U.S. holiday buying season — mobile accounted for 28% of online sales on Black Friday and Thanksgiving, respectively. Mobile made up around 16% of total sales during the period. Not surprisingly, the Adobe Digital Index found that with large-screen smartphones on the market–on iOS and Android–increased their share of mobile commerce revenue.

Good news, certainly, for mobile marketers. Yet, sales really isn’t mobile marketing’s key value–yep, totally agree it’s an important indicator of effectiveness.  
Other findings from Adobe’s Digital Index update are to me more relevant idicators of mobile’s value. Consider: 
  • 34% of U.S. consumers reported that they’d received a marketing offer based on their location
  • 55% said they were open to receiving such offers while in the store.
  • While 71% said they liked having ads personalized, consumers differed on the quality of current “personalization” and just how much personalization is appropriate

So, consumers like location-based offers on their mobile phone (focus on the notion that consumers are saying they like the “idea” of location offers). Check. Personalization? Again, sounds good in theory, to customers.

For mobile marketers, the key is finding the best way to deliver their marketing efforts to consumers on their mobile devices.  Besides using mobile marketing analytics, obvs, it’s always important to remember to find ways to “just ask.” 

Convenience for consumers and probably one of the best tools a lot retailers have for maintaining a connection to customers and prospects in the face of digital commerce’s evolution. Certainly, many of you in the retail world might disagree but I think our disagreement is likely to center on the degree of emphasis on mobile marketing in retail sectors. But mobile’s primacy in any sort of digital marketing or commerce strategy really isn’t up for discussion anymore.  

Look at Adobe’s 2014 data for the holiday buying season because it reinforces the notion that mobile is driving marketers to deliver experiences that acknowledge how customers and prospects don’t and won’t see the distinctions between “desktop” or “mobile.” 
Beyond price, and perhaps more important in the end, what customers and prospects care about are their needs and whether or not a brand or service provider has the product or service meet those needs.