Currently in the UK our mobile a tablet behaviour in the home is as follows: 81% of us use our smartphone & TV, 66% use a smarthphone and a PC/Laptop and 66% of us use a TV and a PC/Laptop. It is predicted that by the end of 2013 mobile will be responsible for the majority of internet use over the PC, meaning that mobile marketing has never been as important as it is now. This prediction comes as quite a shock as incredibly only 20% of websites have a site enabled for mobile devices. Search is the most popular mobile behaviour and search search engine websites are the top types of websites visted via smartphones.
One key point to remember is that one phone has one user. This means that is easy to track and analyse behaviour, targeting is made easier as adverts can be tailored to individual users based on browsing behaviour. Compare this to a PC/Laptop that could have several users all with different browsing behavior. This makes it difficult to tailor adverts based on behaviour because the behaviour is different with each user. You also have to take into consideration that not all consumers are the same, different age groups determine which types of features they will be using on their mobiles such as SMS, internet and apps. One example of this is that people who are 55+ tend to not have a smartphone and do not use apps or browse the internet.
When thinking about mobile marketing you must always remember that the user is the number one priority. People who are browsing want to browse with ease and sites that are not mobile enabled can lead to a bad customer experience as they cannot access a companies website correctly on their mobile. One of the best examples of simplicity on a mobile enable site is Amazon’s one click feature which allows the user to buy items with one click once they are signed in. The downside to this is of course is that if someone is able to get hold of your password they then can purchase off of your card without having to find out your card details. Another example of simplicity and speed is Mpayments. They allow consumers to make contactless payments with their mobile devices instead of using the tradition methods of cash or a card. Consumers as with anything new will be weary of this method of payment especially as money is involved.
A big must is having a landing page that engages with your user. Getting customers to stay on your page is key, as without this they will not proceed any further and therefore you will loose out on a potential sale. Landing pages can be customised to the users preference, if you go back to the point of there is only one user for each mobile device tailoring these pages is made easier and is more likely to engage with the user. A landing page can be customised based on three things, behaviour, location and time.
The introduction of the latest version of HTML, HTML5, allows the user to load a mobile site with rich media. Some companies are now taking their mobile app off of the app store and converting them onto a HTML site as there is no commission to pay Apple or Android. Something that is slowly being seen more and more on our television screens is Shazam-enabled advertising. This feature was launched last May during the Britain’s Got Talent final. Around 50,000 viewers used the Shazam App to tag the Pepsi MAX and Cadbury ads in just 60 seconds of airtime during special advert. Fans of the show who had Shazam on their smartphones ‘Shazamed’ the advert then were able to enter contests to win summer music festivals tickets from Pepsi MAX and an Olympic Ceremony package from Cadbury as well as participate in the conversation on social networks. The Pepsi MAX ‘Crowd Surfing’ football advert also included the chance to unlock other great prizes, merchandise and a link to download the Calvin Harris track “Let’s Go” feat. Ne-Yo, the ad’s official soundtrack.
All in all 2013 is going to be an exciting and busy year for mobile marketing as more and more companies are investing in mobile enable sites. The introduction of new technology such as Mpayments will change the way we shop in the high street.
It’s that time of year where we hear from the esteemed and knowledgeable in the biz what we can expect from the year ahead. With predictions and guesstimates ripe with talk of a literal digital age, experts and key-players across a selection of disciplines offer their predictions for what we should expect in the marketing world this year.
Adam Graham: Weapon7 spoke about the word ‘gamification’ become an integral part of our dictionary this year. “Done well, gamification offers fantastic opportunities for brands engaging with consumers.” He does have his apprehensions about the initial lack of understanding or acceptance, but as more people become aware, set money aside and throw more resources at it, he believes that this will be as successful in the gaming world as mobile strategies have been.
Geoff Gower: ais London believes that the word ‘branded content’ will be made redundant and it will be the age of excellent and well written content. “It’s time for brands to stop treating content as an add-on…no longer will it be about generating content that can be ‘branded.’” In this sense, a niche market may be required for amazing content ad copywriters! We think that what Geoff is getting to, is that 2013 will see the end of content for branding sake and more content that actually means something and says something about what and who the brand is.
One of the main factors when reading and darting through a whole range of industry expert views and predictions for 2013 is mobile. This issue has been referred to again and again, but it seems like the big boys in business are expecting mobile to become mandatory from companies and expected from the consumers.
Frazer Gibney: Inferno describes his thoughts of the mobile-age to go from “hot to incandescent as a category…publishers predict over 50 per cent of traffic from smartphones and tablets.” He also notes the importance and potential demand for mobile advertising with tools such as ‘LoopMe’ creating a more focused avenue to advertise, and one that consumers respond better than on platforms such as Facebook and YouTube. Also agreeing with the importance of just how big mobile will become this year; Mandeep Mason: International Microsoft predicts that 2013 will be the year for “the industry finally unlocks the potential of mobile as a scalable marketing and commerce channel for advertisers.” Mark Freeman: Movement also agrees that mobile is continuing to rise, but thinks that the messaging services are vastly underused. “I think we’re going to see a resurgence in companies sending messages to opted-in consumers as businesses continue to realise that the channel really does have potential.”
There are so many predictions for 2013 that it would take most of the year to go through them all. The main focus that we have gathered from the information we’ve read (and it’s been a lot) is…expect to expand into the world of mobile even further, gather as much information on your consumers as possible and give them what they want, and consumers expect more and more technology wise from brands. We (consumers) now live in age where if a web page hasn’t loaded within seconds, the brand has lost us and we have moved on to the next. All in all, we are a fast-tracked, tech-savvy nation and we expect more from 2013 than we have any other year before.