The growth of smart mobile device users continues. The user increasingly sees the world through the screen of a mobile device, which means that a business, in order to attract the attention of the audience, must be in the consumer’s gadget. How? – it is worth proceeding from the goals, target audience and behavioral models of the audience.
It is very important to understand the reasons/motives for using mobile devices by users, namely: as a means of communication (and voice communication in this regard has long been in the background, with social networks and instant messengers taking precedence), searching for information, assistance in organizing work/personal time, education and entertainment (books, games, media content, etc.).
Stage 1. Mobile site and social media
This is confirmed by the doubling of revenue from advertising on mobile devices for Google and Facebook in 2013, as well as the results of a Nielsen study.
Interaction with the mobile audience is an france phone number data opportunity to connect brands with consumers in real time. The “here and now” consumption model is most relevant for such an audience, and proper communication with users will allow businesses to achieve excellent financial results.
The main drivers of sales in 2014-2017 are mobile e-commerce and mobile contextual media advertising. Display mobile advertising and in-game advertising are gaining momentum.
But advertising is the next step
For starters, businesses should pay attention to a quality social media presence and the creation of a responsive mobile site. These are mandatory conditions for doing business in the current era.
With social media, everything is clear – more than 60% of the social media audience communicates on services using mobile devices, and being on “short terms” with the consumer is very important for any business.
Why an adaptive mobile site? A variety of dating data mobile devices with different screen resolutions. This not only allows for a high-quality demonstration of the site/resource content, but also provides the user with friendly navigation on the site and better lead generation. About 70% of Internet users reported that a bad, inconvenient advertiser site negatively affects their attitude towards the brand (research by the Razorfish agency).
Features of content presentation: conciseness, good visualization, consideration of the size and resolution of mobile devices, minimal content weight (download speed depends on this).
Stage 2. Mobile advertising
After the launch, you can start advertising! Now both search engines and social networks already offer advertising targeting to mobile device users. The mobile advertising market will actively develop and this is demonstrated by many reports of global research companies.
Analysts’ forecasts regarding the development of the mobile advertising sector look promising.
The effectiveness of advertising depends on the target audience, the behavior and content consumption model, and the interestingness/usefulness of the content about the advertised product for users. Correct targeting settings by devices, geography, time of day are 80% of the success of an advertising campaign. Yes, it is necessary to take into account that mobile advertising is an irritant, an “invasion of personal space” for users: the more comfortable and relevant the advertising is for the user, the better its perception will be (but this does not guarantee good sales for the business!).
Step 3. Mobile application (optional)
You may ask: why is the mobile app not in the 1st stage? A mobile app is a significant investment. It requires a quality team of developers, consideration of different platforms and screen resolutions… and in terms of time, this can be a very long process.
This can be justified when you already molly baynes sr. manager, procurement have a significant customer base using mobile devices, and their needs for interaction with your brand/business are high, i.e. the frequency of contact will be very high. This will be useful for e-commerce for regular customers (an example of an effective application is modnaKasta), loyalty programs (Loyalty Factory, Advice Wallet, YoCard), aggregators (hotline, slando).
Why is that? – Because the average number of applications that a user actively uses is up to 14. If your application is worthy of getting into the user’s favorite list, then you can safely implement your application. In other cases, your investment will not pay off. Successful examples of mobile marketing.