Integrated Agency Blog

Smart Phones and Pads are Eating the Marketing World Alive

Are you losing market share? Or have you made the changes needed to gain market share and profits?

FabCom is an interactive, full-service integrated marketing and advertising agency that has been building websites and creating online marketing and advertising campaigns since 1991. Because we’re among the top “hybrid” marketing and advertising agencies in the Southwest, we are acutely aware of the massive changes that impact how customers are introduced to and ultimately become loyal to a brand. During the last two years, we’ve been actively following the evolution of mobile computing, which is singularly making as many online marketing changes as the entire online marketing arena has made over the last 15 years.

In this time frame, the mobile computing revolution has freed our target audiences to choose new pathways leading them to become customers – pathways not available via traditional advertising and marketing. If your messaging and tactics have not been changed to adapt over the last 24 months, you are quickly about to realize that 33% of the market your brand used to reach – with the strategies and tactics you deployed before this revolution – is no longer reachable. Next year, if the evolution continues at this pace, this number will exceed 50%. That’s a 50% reduction of a brand’s ability to reach its markets if a brand has not reconfigured marketing strategies and deployed the new technology that did not even exist three years ago. Below are fast facts to illustrate this tipping of the applecart in the marketing and advertising industry:

  • 71% of U.S. smartphone users have searched after seeing an ad.
    Source: Google/OTX, The Mobile Movement, U.S, Apr 2011
  • 53% of searchers purchase as a result of a smartphone search.
    Source: U.S. Google/OTX, The Mobile Movement, U.S, Apr 2011
  • 70% of smartphone users use their device while shopping in-store.
    Source: Google/OTX, The Mobile Movement, U.S, Apr 2011
  • 31% of Americans own a smartphone.
    Source: Our Mobile Planet
  • Only 33% of advertisers have a mobile optimized website.
    Source: Google/Ipsos/TNS, Global Perspectives: The Smartphone User & The Mobile Marketer, Jun 2011
  • Over 100 million people make a social action on YouTube (likes, shares, comments, etc.) every week.
    Source: Google Internal Data, Q3 2011
  • Mobile advertising spending will top $1 billion for the first time in 2011, before reaching $4.39 billion in 2015.
    Source: eMarketer, September 2011
  • 51% of business travelers use mobile devices to get travel information, more than double the rate of two years ago.
    Source: Google/OTX, The Traveler’s Road to Decision 2011

Online marketing today is all about combining the art and science of selling products and/or services and leveraging your assets over multiple digital networks. FabCom has special expertise in leveraging the power of the online marketing methodologies in the 21st century. The firm harnesses converging technology and dispersing audiences as well as splintering media channels. From eCommerce to big brand fund development, our online marketing puts the power of the world in your hands.

FabCom’s dynamic, integrated, cross-channel database and trigger marketing are well respected throughout the industry. The firm’s strategic, research-oriented, personalized approach to marketing communications has helped conceive and implement numerous highly successful national and regional campaigns. FabCom not only produces results and guarantees them, CEO Brian Fabiano wrote the book on the best way to achieve them: Neuromarketology™: Harness Converging Technologies and Diverging Audiences to Create Dynamic One-to-One Marketing and Astonishing ROI. For more information, visit, or


Brian Fabiano


Bob House