3 Mobile Trends Marketers Simply Can’t Ignore

Mobile Marketing Trend

Australians adoption of smartphones has mobile internet usage growing at a rapid rate. Nowadays the mobile device facilitates communication (talk, text and social network interaction) , entertainment (mobile TV / video & gaming) and provides access to information anytime anywhere – making it the one device that no one can live without.

It therefore comes as no surprise that it’s one of the key channels that marketers need embrace with open arms now and in years to come. But it is not only the sheer amount of time consumers are spending on their devices that makes the channel valuable, it is the context in which consumers are using them that will make marketers stand up and take notice!

Below are 3 key trends which I believe no marketer can ignore.

Trend 1: Second Screen Mobile Usage Is Significant

According to a recent study by YuMe, some 60% of TV audiences are distracted by their mobile phone while watching TV. However according to Nielsen and Yahoo’s research, second screen usage is as high as 86%. Although the 2 surveys present a discrepancy in second screen usage both surveys indicate that the trend is significant and this presents an opportunity for marketers – an opportunity to integrate! Now more than ever marketers therefore need to think about how to transition audiences from a traditional TVC to a mobile device. Strategies include but are not limited to;
• SMS – to find out more or to enter competitions / promotions
• Mobile Search – recommending consumers to search for a particular phrase relevant to the ad content and
• Augmented Reality – A few brands have already experimented with AR to deliver a richer 3D / augmented experience. This might be just what the doctor ordered to reinvigorate dull brand TVCs

SmartphonesTrend 2: Mobile Usage In Store

Not only are mobile phones monopolising the in-home entertainment experience, mobiles are also playing an increasingly influential role in-store. According to research conducted by iModerate Research Technologies more than half of smartphone owners are using their mobile in store to enhance their shopping experience by comparing prices, finding store locations and checking for discounts. Whilst a survey conducted by independent marketing firm IPSOS OTX found 79% of smartphone users utilise their devices in store. In Australia, retailers are already feeling the digital pinch, however trends such as these indicate that the fight for customers is only going to get tougher – as your competitors are only a click away at the point of sale. These new instore consumers experiences are therefore prime territory for marketers looking to inject a brand into a target audience’s psyche at a critical juncture in their decision making process.

Trend 3: Cross-Media Influence

Whilst mobile / second screen usage is distracting consumers, research from IPSOS OTX revealed that traditional media has a strong influence on mobile usage. According to the research conducted, 68% of consumers search on their phones as a direct result of traditional ad exposure. This research comes as no surprise, as mobile phones provide consumers with the immediacy to act upon a relevant brand message. Search is however not the only way in which consumers can act on a brand message. AR has enabled brands like CommBank to engage with consumers in interactive ways – making a simple flat print ad – a 3D experience.

As these trends show, whether it is at POS, on TV or out and about, brands, particularly retail ones, need to consider mobile as one of the cornerstones of their marketing strategy not an after thought!

More on mobile trends:

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On The Move – Mobile Marketing

Just a week ago I was reading an article which was regurgitating the same old line – is this the year of the mobile? For those working in the industry, we all know that mobile internet has received strong enough penetration to consider it an important digital channel – one which cannot be ignored.

In fact in a recent report from Mark Meeker’s, from Morgan Stanley it was declared that by 2014 mobile will become the primary device for accessing the internet reinforcing just how big a role mobile will play in our digital strategy in the coming years. However just like social media the mobile space is moving rapidly and organisations are beginning to innovate in the space. So what are some of the trends emerging beyond those that we have already witnessed like Augmented Reality. 5 of the most interesting I have come across are detailed below.

Comparison Shopping – Mobile Style

Mcommerce. Mobile ShoppingThe introduction of applications like ShopSavvy will provide consumers with new ways to compare and shop on the move. Named a potential game charger – comparsion apps combine location with traditional comparison technology to enable consumers to do online research out in the field. By scanning bar codes users can compare prices of the products in the area simplifying the process of “shopping around”.

Jeffrey Grau a senior analyst from eMarketer recently said “Until now, researching online and buying in a store have been sequential activities that take place hours, days or even weeks apart. But customers who bring their Web-enabled mobile phones with them into a store can do online research at the point of a purchase decision.”

mCommerce

Gartner analysts are predicting an explosion in mobile transactions this year, with the number of such purchases likely to increase by over 50%. The data, compiled by Gartner, showed the Asia-Pacific region to be the leader in mobile transactions, with 41.8 million users in 2009 – a number which is expected to rise to 62.8 million by the end of 2010. However with Australian retailers behind on the general commerce front it will be interesting to see how quickly retailers will embrace mobile commerce opportunities.

Location Based Marketing & CRM for Mobile

Globally in markets such as the US and UK, mobile is providing a key tool to drive traffic and sales to traditional bricks and mortar retailers – bridging the gap between online and in-store purchases. Mobile coupons are one of the key ways in which retailers such as Subway and Target are using mobile to drive consumers in-store. This presents a significant opportunity for Australian retailers who are yet to be convinced about the value driven through investment in online channels to drive sales in-store.

A newer opportunity is also surfacing and could also revolutionise mobile marketing and that is Geo-fencing. A geo-fence is a virtual field around a location that is used to shoot a mobile message to a user when they come into or leave that area through applications. For brands who have engaged consumers in the mobile space, geo-fencing presents an opportunity to communicate to their audience in a timely, relevant manner – based on their location. By doing so retailers will be able to drive repeat patronage in store and potentially increase share of wallet from its consumer base.

Appvertising

In-App AdsBoth Google (AdMob) and Apple (iAds) are heavily investing in networks to monetise the increasing number of applications being loaded into app stores. Unlike other forms of advertising networks, mobile networks can combine location based data with user profiles to deliver a new targeting capability. And whilst statistics of mobile advertising vs other forms show market share is still relatively small the opportunity is significant. The Apple iStore alone has experienced over 4 billion downloads for free apps – and this sheer volume of consumer usage and engagement is one which many marketers will be looking to leverage – particularly early on. Like any newer form of media, consumer interaction is high partly due to lower advertiser saturation rates and noise. Statistics currently show that that appvertising campaigns are delivering response rates of between .3% – 6%.

Location Based Social Media

Location based social media is one other area that is significantly on the rise. FourSquare, Gowalla, Google Latitude and others are rapidly innovating and consumer take up is rapidly increasing. A month ago I provided a full overview of these networks and how they are changing the mobile and social landscape along with the opportunities they will present to marketers.

What other trends do you see emerging in the mobile space? Share them below.

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