A few years ago, many advertisers had been aware that their digital marketing
efforts should include mobile, but have historically thought that it was not worth their time, did not reach enough of their target customers or did not present a high enough ROI.
A study conducted by McCann
has helped to shed some light on the growth of the mobile web among consumers and by extension, how much time brands should spend on making sure their businesses are optimized
for mobile devices. The online survey of 4317 respondents, spread across Chile, India, UK, US, Hong Kong and Japan, sought to provide new statistics on the ways in which using mobile impacts and enhances our lives.
The study's findings overwhelmingly pointed to the fact that consumers are spending more time than ever on mobile devices and are rarely without them. In fact, the study found that 41% of 16-44 year-olds spend four hours or more on their mobile devices every day.
The study even goes so far as to point out that "One respondent said that with his mobile phone he feels like Superman, but that without it, he finds it difficult to remember how to do even simple things." Hilariously, the study also found that 53% of 16-22 year-olds would be more comfortable without a sense of smell than they would be without their personal technology
What does this mean for brands?
While brands seem to be aware of the opportunity that optimizing their website for mobile could provide their businesses, it appears that very few are actually taking advantage of it. Of those businesses undertaking digital marketing efforts with Google, only 21% of advertisers' websites are optimized for mobile devices
For savvy brands this should be a considerable wake up call. There is a wide open marketplace comprised of a substantial amount of users that is relatively untapped. Optimizing your businesses' mobile presence now while the market is relatively non-competitive can pay enormous dividends both immediately and in the future. To not take steps to do so now is to simply throw potential revenue away.
How do brands advertise effectively on mobile?
For brands that aren't sure how to approach their marketing efforts on mobile devices, some statistics the study highlighted provide insight on potential options. When creating effective mobile advertising, it is worth keeping in mind that the study found 47% of audiences say relevancy is the most important characteristic for ads they pay attention to
This means that brands should take considerable effort to make sure that their target audience is pre-determined and well-defined so that ads are tailored to their audience's needs.
Furthermore, mobile advertising needs to be entertaining and engaging to users. 20% said that the most important characteristic for ads they click on is that they are entertaining
While mobile advertisements can obviously be serviced through something like Google's Adwords platform, another great option is to target audiences with offers through free apps. 72% of mobile users say that they don't mind receiving those kinds of offers - meaning that while pop up advertisements on mobile might be considered intrusive by some, the vast majority will take note of the message you are trying to convey. This is particularly true for brands trying to target a younger demographic, with the study showing that 21% of those who found advertisements through free apps negative were over the age of 45
Mobile User Expectations
In order to tailor your business' mobile marketing
efforts to your target audience, it is worth understanding what their expectations are when they are on their mobile devices. Studies have shown that users increasingly want to be privy to the "4 C's" of mobile marketing. This is to say that when they browse the web, audiences on mobile expect to experience control, choice, commitment and compensation. For users this means:
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Photo Credit: McCann Truth Central
I understand what will happen to my data.
I can choose what to share and what not to share.
I understand a company's commitment to my security and privacy.
I know what allowing brands access to my personal information gets me in return.
It is abundantly clear that consumers are ready to go where technology takes them when on their mobile devices. Brands need to lead the way in unlocking the potential of mobile marketing by providing creative, engaging, relevant advertisements that capture the attention of users while not sacrificing their sense of security. By understanding effective marketing strategies and understanding user expectations on mobile, businesses can go a long way towards realizing potential success using mobile advertising.
Seen any interesting data about mobile marketing that you want to share? Let us know in the comments section or by tweeting @BFMweb.