What the eye doesn’t see…

Identifying the opportunities of mobile marketing

Marketing is changing fast and it’s easy to be dazzled by new devices and channels. But marketers need to stay focused — on what this means to consumers. Yes, we need to keep up with technologies, but it’s insight into how this affects behaviour that makes marketing ever more useful (to customers) and ever more effective (for businesses).

Take the rise of mobile marketing and a whole new generation of connected devices. Smartphones and tablets are liberating customers from their wall sockets: by 2017 the PC will be relegated to third place in the connected device market (13 per cent), trailing tablets (16.5 per cent) and way behind smartphones at over 70 per cent. 1

Most modern businesses have an online marketing strategy, so what’s the problem?  The challenge here is that these strategies remain focused on the PC, despite the fact that it’s no longer the ‘go-to’ browsing and shopping tool.  And customers behave very differently off the PC leash than they do when they’re on it.

Facebook is a company that knows a thing or two about marketing and it’s recouping big investments in the mobile space — well over half its Q1 2014 advertising revenue was driven by mobile ads. Facebook profits from this kind of investment because it understands where its customers come from and which device they use. Experian research, for example, shows that social media claims 13 minutes of every online hour, and more than 80 per cent of UK users log in via a mobile device.

Many businesses have invested in analysis of their online performance, but precious few have delved beneath the headline figures. In fairness, this is explained in part by the fact that it’s been virtually impossible to access insight in this kind of depth.

Now, however, solutions are coming on stream that close this potentially dangerous blind spot. New, mobile focused analysis pulls in precisely the data that companies need, from desktops and laptops connected to fixed line and wifi network plus on-device mobile data captured over 3G and 4G.

Marketers will be able to differentiate, not only between PC and mobile, but between smartphones and tablets. This will become even more critical, because behaviours vary even at this micro-level. Smart-phoners are likely to be young, use their device for social media during the day, ‘shop’ rather than ‘buy’ and appreciate mobile optimised apps and websites. Tablet-eers are generally happy with a PC-optimised experience, use the device in the evenings and are more likely to go forward to conversion.

At the macro-level, mobile visibility allows the modern marketer to make better decisions — comparing performance against the competition, identifying strengths and weaknesses and learning from those companies that are getting it right.

Today, what the eye doesn’t see, the marketer grieves over. But with the right data and analysis, marketers can optimise mobile strategies, customer satisfaction and ROI.

To find out more about the opportunities in mobile marketing, download our latest whitepaper




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