We’re amidst a digital revolution, and at the centre of this revolution? Mobile phones, or to be more specific, smart phones. These portable devices have become the centre of many of our lives, with everything stores in the memory of a small gadget (unless you own an Android or iPhone 6, they’re massive.)
Checking our phones constantly throughout the day is part of our daily routine, whether we are taking selfies, or trying to book reservations for date night, they are never out our sight for long. As mobiles become more advanced, their use also expands across the board.
Most marketing experts would see this as a major opportunity to monetize, and if they don’t, they should!
Accessibility and Reach
The instant access to the internet that is received on mobile devices is a major benefit. Unlike the use of desktops, mobile adverts are able to reach millions, including existing and potential customers.
With most new mobile phones being built with 3G installed, or in some lucky cases 4G, the use of on-the-go internet means that adverts are able to be seen around the clock, no matter the location.
However, mobiles will also pave the way for targeted adverts based on location. Location tracking on phones will be able to help marketers target customers when they are in the proximity of their product or service.
Retailers and restaurants are good examples of businesses that would benefit from mobile adverts, to push notifications featuring discounts, sales, promos or products based on what was previously bought by a customer.
Mobiles give the opportunity for brands to connect with consumers in real time, in any environment. This also allows greater targeting opportunities to happen.
With mobile numbers acting as a unique identification tag per person, it enables marketers to develop adverts tailored to the interests of the individuals that are being addressed.
Most of the time, mobiles are used by their owners for personal and emotional interactions. Mobile users have grown accustomed to personal messages and conversations on a daily basis, and would more than likely want to receive that same feeling from the adverts seen on their phones.
Mobile phone users often look to their devices for some kind of entertainment during the day, whether it is through applications or whilst browsing the internet. Producing adverts which are able to keep the interest of customers or provide them with entertainment could lead to an increase in customer activity and engagement.
Personalisation of adverts would convey a sense of intimacy between the business brand and the customer. Customers would view personalisation as considered ad planning, rather than just pushing out adverts for sales or traffic.
Forming these kind of relationships with customers can help to increase brand loyalty and awareness, whilst forming some kind of trust between the seller and consumer. If this is all done correctly, it can also lead to potential repeated business from customers and generate leads to new customers.
Along with mobiles giving marketers better access to their customer interests and requirements, it also helps to collect any relevant and accurate consumer data.
It is more than likely that a single mobile phone is used by one person, with very few exceptions, which means that their mobile numbers can be used as a unique identification tags per person.
The data that is collected through mobile advertising can also help to give marketers an idea of their audience.
Behavioural patterns can be easily distinguished which can be used to identify valuable insights about which mobile users are better for a business’s KPI.
Analysis predict that by 2017, mobile advertising spend would reach $41.9 billion globally. With the expenditure expected, it opens up a lot of room for opportunities in the industry.
As more businesses recognise the need for mobile advertising, the growth will continue to increase, due to the budgets that were previously used for desktop advertising moving to mobile.
To be successful in any business you have to adapt. The current and new generation are avid phone users, and use their mobile for far more personal things than in the previous age.
Understanding the digital shift and consumer behaviour in the long run could be beneficial to businesses, as it will help them gain a business advantage towards emerging trends, and also to grow along with the digital age.