Mobile marketing success depends on the ability of brands to tap new channels
The binomial mobile devices and online media is a field still to explore, another way to reach the customer more direct and personal way. This new scenario demands new practices, new strategies and above all, because it is open to experimentation and new possibilities.
Helps uncover patterns of behavior, detect trends and new market niches.It is important to segment the audience, designing various actions for users of tablets and for smartphone and try to discover what brings customers to use each of these devices, what time they prefer one over the other, which tasks performed in mostly . For example, we may discover that an important segment of our audience is informed of our services during mealtime, using your smartphone, only when you are away from home.However, another part of it leads directly to contract with your tablet, late night. Based on test and analyze the results will be possible to adapt the strategy each user profile, each specific need and each device.
Do not forget that users are multiscreen. Something which can hinder monitoring and also forces companies to design an integrated multichannel strategy, where optimization for all devices plays an essential role.Especially if, as mentioned above, a user has the same needs or demand the same type of content on your tablet on your smartphone. Instead, once optimized this aspect, significantly improves the quality and quantity of data, and thus the chances of success of the actions.
The mobile experience becomes a great ally of the brands and the advertising industry. The mobile advertising market in the US Buoyant shown, and will continue to maintain the upward momentum, according to eMarketer predicts, who says that in 2016 to reach a volume of no less than 12 billion dollars. The integration of mobile devices in our daily lives has meant a revolution. The permanent connectivity allows users to obtain accurate and individualized on your tastes, preferences, habits and behavioral patterns of information. All this makes them public goal in itself, a great advantage that online advertising is able to take advantage. Thus, online platforms ads allow issue a personalized message, just at the right moment, one in which the customer wants a product related to our company.
Again, you need to test, design various actions, analyze and compare the results, in order to optimize the strategy and return on investment. With the advantage that it can even be done in real time; something that does not allow other conventional means. The goal is to move the indiscriminate impact accurate, relevant and nonintrusive shipping.
The chapter of the relevance, even more important than customization. It is important to offer the user a message that captures your attention, and be able to maintain it, to the point of getting a favorable brand attitude, and thus some kind of reaction. Whether you share the content that you subscribe to the YouTube channel or newsletter, or ask for more information about the submitted product, the brand has bet for offering quality and encourage your target audience. For this, the video is a great ally.
Studies show that the rate of recall of a brand from a mobile via video consumed is 79%, significantly higher than the 29% recorded through other online channels and even television. The market for mobile video advertising is booming, and will grow exponentially in the coming years. It is expected that this year investment in mobile video is of 520 million dollars, representing 13% of digital video advertising. This has caused the CPM ads in mobile video has multiplied by 10, compared to traditional ads for these devices, as showed Nexage the end of 2012.
Definitely, mobile devices present a new stage, a new way to reach the customer, to know closely and to offer a personalized experience and interact with it. All this depends on the ability of brands to take advantage of these channels, designing specific strategies not only for each device, but for every microniche; based on each behavior.