Why the mobile platform is a must for marketers – three key benefits to consider
There’s no question that smartphones have become a daily part of modern life. Mobile platforms are certainly a big deal for advertisers and marketers to take advantage of.
Consumers now look to their mobile devices as a primary source of information and activity from shopping to entertainment, socialising and event brand interaction. Whilst mobile has changed the media landscape, many brands are still not capitalising on this as much as they should, and adapting their marketing plans accordingly.
Across Asia-Pacific alone, research firm eMarketer predicts that advertisers will spend over USD $13.4 billion on mobile advertising by the end of 2015, with that number expected to surpass USD $25.4 billion by 2017. Mobile is the closest piece of glass you can get to the consumer through. It essentially allows marketers to connect with their target audience anywhere, anytime.
As marketers seek to understand a consumer’s path to purchase, location data from mobile devices has the ability to determine where your consumers are, where they have been and where they will go. This physical world contextual information enables delivery of targeted messages directly to the end-consumer and marketers are now able to execute accurate campaigns, create less wastage and have better returns for every dollar spent.
Here are some key mobile advertising benefits to consider:
1) Mobile provides instant reach
Consumers tend to rely on mobiles to be their source of information, everywhere they go. Mobile advertising can benefit from this by allowing marketers to reach their target audience almost instantly as opposed other channels, such as email, where customers have to manually come in contact with that message.
2) Accurate and targeted messaging
Mobile advertising can be tailored directly to a target audience based on criteria such as location, device type and content behaviour. By identifying where the target consumer will be when they are reading your ads means marketers can capture their audiences using highly personalised ads made specifically for them.
3) Higher engagement & ROI
Mobile advertisements, in particular rich media formats, are known for their ability to effectively engage consumers. Using a wide variety of interactive digital media such as video, audio and even live streams, presents opportunities for brands to promote their messages in a more impactful way. This ultimately means that marketers can give consumers exciting and new ways to engage with their product or brand, ultimately resulting in a higher ROI from each campaign.
Brands and agencies need to consider how mobile drives incremental value to media plans, incorporating it as part of the planning process – even basing campaigns on mobile insights, rather than leaving it as an afterthought.
Data from mobile can provide an exceptional amount of insight to audience behaviour – be it where they’ve been, what they’re browsing, or how often they appear at those locations – helping brands accurately understand consumers.
Mobile can also reveal important location-based advertising intelligence and help brands understand which locations are best for targeted ads. For example, a hotel group might be trying to target its competitors’ customers. By tapping into mobile, these brands can learn which competitor hotels are driving the best performance and mobile traffic, and then align this with their overall media strategy to target users at specific locations for the best conversions.
As digital advertising continues to gain ground in global advertising spend, brands that continually innovate and test out blue-sky ideas will find themselves pioneering market-leading media campaigns and driving sales.
The mobile environment is expanding fast. Brands are increasingly looking at new ways of reaching their customers and communicating in the most personalised way possible. Data is how Blis develops a multi-dimensional view of the customers that brands are looking to connect with emotionally. What we know about these customers can tell us a lot about how they’re likely to respond to the advertising that drives this emotional connection and enables us to create campaigns that are more precise, less wasteful and more relevant to the individual.
The bottom line is that mobile is here to stay and marketers should be thinking how to capitalise on this and look at ways to engage more effectively with their target audience.
Tags: Blis, location, Marketing, Mobile