The unstoppable rise of users with smart phones and tablets is definitely changing habits and behavior of consumers. The new user permanently connected through multiple screens has forever changed the way in which access to services. What are the consequences of this revolution for marketers?
Several experts assembled by Guardian Professional in partnership with Adobe say about the 12 most important trends to be taken into account in order to become effective mobile marketing strategies.
Mobile represents an irrevocable change
According to Paul Berney, head of marketing for the Mobile Marketing Association, the mobile has forever changed consumer behavior. This is now in your pocket a device that gives you access to almost all human knowledge. It is one click to find, to know, to do and click buy. Necessarily all that range of possibilities has to change the way that brands present themselves to their clients.
The connection speed conditions the mobile content
Pages 40% of large advertisers are not yet optimized for mobile and yet the connection speed of users is still relatively low. The combination of both realities results in too heavy websites that do not conform to the needs of a mobile user. John Barnes, managing director of Incisive Media, until the consumer connections are faster, companies must adjust to this reality and adapt the content offered: “The more speed, more things fit on the page, the less speed less things. “
Native advertising to attract sales
“Native ads will have an important weight,” says Barnes, “according get to be attractive, fun and informative, and that consumers find them especially useful. This will influence the opinions, help make decisions and ultimately bring sales “.
Mobile marketing should be at the heart of business
In the future, according to Barnes, mobile marketing will not be a niche specialization, it will be the core of all corporate marketing since most consumers and will be mobile and can not be conceived as a differentiated strategy.
SMS continue to be part of the mobile strategy
Some makers of large companies, as Matthew Blay, Telefonica Digital, consider text messaging still play an important role in the media mix. Not only because they can be used to exploit very specific features like local deals, videos, etc. But also because they have a range of 100% of the market.Despite the scant attention is paid to them, the fact is that in areas like South America, where the adoption of mobile growing at a rate of 69%, the SMS has not disappeared from the characteristics of user devices.
Marketers must be responsive
Marketers need to adapt to the changes that the mobile is introducing into the lives of users, when buying or sharing. They should pay attention to their behaviors to catch the wave at the time just before the break. The location, for example, says Blay, is exerting a tremendous influence when the product being promoted is close to the consumer and is consistent with their needs, and there are many companies successfully using social media and mobile to influence their decisions.
Invest in a mobile landing page
It is the recommendation that make experts as Gunnar Klauberg, director of product marketing for Adobe Systems: “Sometimes a single mobile page can be the best strategy, and concentrate all efforts there rather than dilute them in different channels.”
Success lies in multi-channel campaigns
Investment in mobile advertising will increase from 3% to 30% over the next two years, according Klauberg. It would be a mistake to withdraw investment in desktop to use it to mobile devices. We must stop designing differentiated strategies for each channel and think global. The success is knowing how to play a good role in all channels, with a consistent and coherent presence on all devices.
The mobile must be relevant to the consumer
The consumer does not think in terms of device simply want to connect with the brand and find what you want. So the action on mobile has to be relevant, go straight to the point and answer questions that the consumer without saturating the small screen with other information required.
Integrate mobile from the start
When 40% of Facebook’s revenue comes from mobile and Twitter is following in the footsteps, it is impossible, as the head of marketing of Lumata, Adhish Kulkarni, “think social media without integrating mobile strategy from the outset,” says .
The big data has the answers
The information is constantly provide users that can tell where and what companies have to devote their efforts. If their consumer decisions indicate that text messages are no longer working to launch promotions, but most coupons are downloaded from the application, we must make decisions according to that reality.
Mobile advertising should not look like an interruption
Making mobile ads may not seem an interruption but almost a part of the proposal is quite complicated but there are some success stories as Wazz, social mapping application recently acquired by Google, which has found in locations sponsored a way to monetize geolocation service.