Mobile Devices: The Next Marketing Frontier
The dramatic surge in the use of mobile devices has prompted a unique growth opportunity in the marketing and advertising fields. Media, content, and the functionality of mobile apps are better controlled than that of a web browser which allows for specific advantages over traditional advertising.
1. Mobile devices grant multiple levels of engagement. Video, audio, multi-photo galleries, 360 degree views, and gaming lend themselves to an interactive and varied experience with mobile advertising. Engagement is further driven by tablets and smart phones that use a touch screen interface to interact with users
2. Mobile devices offer direct access to social media. It is a huge advantage that social media buttons and web views can be integrated straight into mobile applications. 45% of Facebook use and 55% of Twitter use is already conducted via mobile device, the next step is to allow users to interact directly within applications. For example, Magazine and News apps can run brand campaigns for social media like Facebook and Twitter without requiring the user to ever leave the app.
3. Mobile devices create direct channels for e-commerce. Over a third (and growing) of smart phones users have used their device to purchase something online. This is possibly the greatest advantage to mobile marketing and allows consumers access to businesses at any time, from any location.
4. Mobile devices yield greater social targeting. Companies can now use social conversations that are tied to location (through Facebook, Twitter, FourSquare, etc.) to target users. The ultimate goal is to connect the data from all digitally enabled devices.
Companies that are able to utilize these aspects of mobile marketing are the companies that will benefit from the potential customer base that is on the move.
With both direct and indirect marketing methods generally accepted by the public through mobile apps, what might be the next new mobile opportunity for advertisers? Maybe advertisers will even start pro-rating mobile devices with pre-installed applications!
To read more about the use of applications in mobile marketing visit http://www.cmo.com/mobile/state-app-advertising
