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Why brands need to rethink their mobile marketing strategies

发布在 November 20, 2013

November 18, 2013 by Mahua Roy

The mobile device is extensively seeing high penetration and it is only a matter of time that brands will optimise their strategies to concentrate a lot more on this medium. Internet content delivery network, Akamai, pointed out it its latest State of the Internet Report 2013 that mobile data growth is exponential, while voice traffic is flat. Another report released by Ericsson stated that the volume of mobile data traffic doubled from the fourth quarter of 2011 to the fourth quarter of 2012. It’s time for brands to rethink their mobile marketing strategy, because the merely visible trend of spending more time browsing the internet on mobile, just became quantified.

A trend waiting to explode massively

“A study conducted among mobile users indicated that 91 per cent of them slept with the mobile within an arm’s length of distance, showing how much importance is laid to this screen. This is a trend waiting to be capitalised. Brands that adapt quickly are the ones that will see results. Because of the explosion of the digital marketplace, providing mobile solutions is something that cannot be ignored,” said Keith Nilsson, Partner, TPG Growth. He explained that it is time to reprioritise marketing strategies in this digitally enhanced world.

An Asia-Pacific survey undertaken by Mobile Marketing Association (MMA) found that 90 per cent of marketers predict a substantial rise in budgets for mobile marketing, with 34 per cent expecting an increase of up to 75 per cent. An exercise conducted by MMA, powered by Digital Market Asia, indicated that the market size of mobile advertising spends in Singapore is set to grow at 25-35 per cent taking the figure to anywhere between USD 21 million – 25 million in 2014 .

As Naveen Tewari, Founder & CEO, InMobi added, “Brands need to adopt a mobile-first strategy. Very few brands are presently following this strategy, but it is fast picking up, and is distinctly noticeable. Five years ago, a mobile marketing strategy was something unheard of. While today, it is all set towards figuring in one of the top five communication channels.” The biggest advantage of this medium is its easy measurability. Also, the data involved in this medium the massive combination of social data, location data and much more. This can offer brands a multi-dimensional view into consumer behaviour to curate communication.

Making mobile marketing relevant
However, the challenge lies in making mobile marketing contextual. Apps are one important pillar of mobile marketing but brands need to think beyond that. “Suddenly, we see a lot of brands investing in mobile apps. A lot of revenue generation potential is seen via in-app purchases. However, brands are limiting themselves by concentrating on this set of audience. Studies have shown that five per cent of app users click on paid purchase options, while two per cent of those actually made the purchase. So brands are concentrating on converting those five per cent users, making it more or less a 1-0 gradation of users,” added Mr Tewari.

Facebook, that was delaying its mobile revenue model for a while, has now made mobile marketing more contextual for brands, by having apps being showcased within Facebook’s mobile app. Another new ad format lets brands issue a call-to-action to users that have already downloaded their app – and may have stopped using it – from within Facebook’s mobile app itself.

Marketers are realising the immense potential of mobile advertising by pursuing rich media and HTML5 to create more engaging experienceson mobile. Industry watchers predict a steady increase in cohesive cross channel campaigns, with mobile forming an integral part of it. The way video has revolutionised with brands creating content specifically for the digital audience, and not simply uploading TVCs online, a similar trend can be expected in mobile too, with high-impact, targeted mobile-specific campaigns.

Coming soon: The revolution
The media planning environment and strategies will see an overhaul very soon. The traditional media delivery options will be rethought of as investment channels. “Less time is being spent on reading print newspapers or watching television. It is only a matter of time that brands will let go of the huge emphasis on traditional media and start exploring digital spaces in a big way,” added Mr Tewari.

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