Tag: mobile marketing campaign

Mobile games heavily influenced by consumer behavior

Mobile games are becoming more than simple entertainment pieces for consumers with smartphones and tablets. These applications have proven to harbor valuable marketing opportunities and have helped engage consumers in a variety of brands that have benefited from their exposure in mobile games. As these games become a more important part of the lives of mobile consumers, understanding how they are used and how much time is devoted to them is becoming more important.

Survey shows that most gamers play while at home

How consumers engage in mobile games often determines whether or not they will engage in the marketing and monetization elements of these games. The behavior of consumers can often affect whether these games will be successful or not, regardless of whether the game itself is designed adequately or offers significant levels of entertainment. According to a recent survey from Mocospace, 46% of consumers are playing more mobile games now than they have ever done in the past. The survey also shows that the majority of these consumers actually play these games while at home instead of out in public.

Gaming trends affect mobile engagement

Because consumers are playing mobile games at home, they have shown themselves to be more susceptible to advertisements regarding other products that they could enjoy while at home. The Mocospace survey also shows that a sizable portion of consumers play mobile games while waiting for an appointment or while commuting. In these cases, consumers are likely to engage in mobile games for longer periods of time, but less likely to participate in in-app purchases or marketing campaigns.

Understanding consumer behavior may be key to successful mobile games

Understanding how people play mobile games could help developers fashion applications that align more with the interests of consumers. Doing so would also enable these applications to appeal to the interests of consumers from a marketing perspective, increasing the opportunities available for marketers to engage these consumers.

This technique is proving to be highly successful for advertisers targeting shoppers with smartphones.

Major retailers have been boosting their mobile marketing efforts and, among them, coupons directed at smartphone users have been rapidly rising to the top of the priority lists as consumers show that they love them.

These new forms of discounts appear to be taking over where daily deal giants have left off.

Discount coupons are now being worked into mobile marketing on virtually every level. As a result, consumers are now searching for them before they make many different kinds of purchases through their computers and their smartphones and tablets. This is changing the commerce environment, as these shoppers aren’t just limited to the searches when they’re at home on their PCs, but can perform their queries while they’re within the walls of a store.

This has helped to further the use of “showrooming” which has become a central element of mobile marketing.

Though showrooming was once seen as a nightmare for retailers, they are slowly starting to embrace the behavior as an opportunity for mobile marketing. Instead of trying to fight it off entirely, it is a matter of proper use.

According to the RetailMeNot Inc. senior vice president of external affairs, John Faith, “retailers have an opportunity to combat showrooming by reaching those consumers when they are engaged and ready to make a purchase.” While there is no way to stop consumers from showrooming, the trick to effective mobile marketing is to make sure that the end result of the behavior is a purchase from their own store.

Smartphone friendly coupons can help to improve the appeal of shopping within the store as opposed to seeking out an alternative at a competing retailer. Companies are using this form of mobile marketing to embrace the fact that consumers are going to use their devices in store to find a better deal. The key that they can provide is to make sure that this “better deal” remains the in store purchase.

These claims from Faith have been supported by the latest comScore data, which shows that retail is the second most rapidly growing category for mobile marketing with coupons.