October 7, 2011
Mobile marketing increased by 75% between 2009 and 2010, the highest marketing jump of any platform – social media marketing increased by 32% and internet marketing by 14%.
What does that mean for advertisers? It means that they have to start becoming active and creative with their mobile marketing campaigns and that will involve a strong understanding of how consumers interact with their mobile – when they use them most, how long they spend on them, and what they are using them for.
Research indicates that the average mobile app session is 4.3 times longer than the average website session, this is likely due to the fact that people using mobile apps are doing so while they’re waiting in lines, sitting on the bus, or dottling until it’s time for their next appointment. Moreover, the average number of apps per smartphone device is almost one hundredth of the total number of apps available for IOS and Android devices and less choice means more focus.
How can brands take advantage of consumers in these instances? Some suggestions are:
1. Personalised experiences for shoppers:
By tracking down consumers once they visited a retailer’s site, brands can show them products according to the parts of the site they clicked on. It is of significant importance that all products and offers are relevant to each consumer since mobile shopping sites display little information.
2. Social integration:
This is good for both consumers and retailers. Consumers obviously love spending time on social media sites – 30% of smartphone users accessed social networks via mobile browsers in 2010. More specifically, the number of mobile subscribers accessing Facebook increased by 112% between January 2009 and January 2010, and the number of subscribers accessing Twitter rose by 347%. For brands integrating social into their mobile shopping experience is great because it means that consumers can easily share products they like with their friends and family.
3. Mobile advertising:
Store location and hours are key for mobile marketing as are Google maps and advertisers would be silly not to take advantage of them.
More than advertise to them, brands should think of creative ways to interact with their audience via mobile. Knowing that they might be standing around killing time might inspire them to create some sort of game where, if they win, they have access to a discount code they can use towards a purchase. With an idea like this brands are reaching out to their audience, entertaining them, engaging them, and offering them a good reason to come to their store or make an online purchase. If they ask for the users email and phone number to give them the discount code, they can include them on their email list and continue the conversation at a later date.
There are a lot of fun and innovative marketing ideas brands can come up with for mobile, and it’s high time to get going on them.
Article by Tamara Jacobs. Adaptive Consultancy is a London-based digital agency specialising in website design, eCommerce, and internet marketing, including SEO, PPC and SMO. For more on ecommerce solutions visit http://www.adaptiveconsultancy.com/e-commerce/