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Many see mobile marketing as a trend, but while it has sprung up suddenly like fads often do, mobile marketing is definitely not a flash in the pan. Mobile marketing is an indispensible strategy that all marketing managers should be using if they want to reach as many potential customers as possible.

In 2014, mobile internet users overtook desktop based internet users and since then the use of mobile devices to access the internet, research products and services and even make direct purchases has shot up and continues to grow. With so many businesses jumping into mobile advertising and apps, those that don’t are likely to find themselves very quickly left behind.

Here are a few things you might not know about mobile marketing:

Mobile commerce is bigger than you think

Online shopping and e-commerce took the world by storm ten years ago and mobile commerce is the logical next evolution. More and more people are making purchases directly from their mobile devices rather than their computers. You might be surprised to hear that, according to figures from Forrester, mobile commerce is now a $142 billion industry and it’s growing so fast it’s expected to double in the next four years.

If you want to get where the action is and be visible to your potential customers at the point during which they are making a purchase, you need to be advertising on mobile.

Mobile marketing drives in-store sales

Of course not everyone wants to shop online and there are still some products and services that are not really appropriate to buy online. But even those who don’t make the actual purchase online often use their mobile devices to research potential products before visiting a store. According to Deloitte, last year 84% of shoppers in the US used their mobile devices during or before a shopping trip.

If your competitors are advertising on mobile and you aren’t, think about how much potential in store revenue you could be missing out on. You need to be where your customers are when they are researching products and services – if you’re not visible during this process you can be sure someone else will be.

Whether you run a completely online business, or you sell products or services from a physical location, mobile marketing is essential for your organisation and it have great results for your revenue. Now is the time to get started and build your presence on mobile so you can get the edge over the competition and make sure you are visible to your customers.