One of the key challenges for marketers is the rapidly changing mobile environment -- and it will become even more crucial in 2015. Mobile marketing will be a $19.8 billion market in 2015, but brands are not adapting quickly enough, according to a recent study from MillwardBrown, Getting Mobile Right.
The report indicates that consumers have become true multiscreen users, spending 47 percent of their time using smartphones, tablets and televisions simultaneously. Many marketers are not maintaining consistency across multiple screens, which results in the lack of a cohesive message. According to MillwardBrown, marketers need to understand where and how they can reach consumers on mobile, how to engage consumers with effective mobile advertising, and how to increase their share of mobile consumer activity.
When it comes to shopping, 72 percent of consumers say they do shopping-related activities via mobile at home, but 34 percent shop via mobile at work, and 34 percent shop via mobile while in stores. This presents an opportunity for marketers to employ mobile advertising at the right times. Mobile advertising is two to four times more effective than desktop-based online media campaigns in aided brand awareness, ad awareness, message association, brand favorability, and purchase intent, according to the study.
As consumers continue to rely on portable devices to be connected anywhere and anytime, there is no question that mobile marketing will become all the more important. To succeed next year, marketers must make every effort to follow the consumer's lead and fully integrate mobile into their marketing strategies.
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