Tag: mobile marketing strategies

Mobile marketing cookie cutter strategies fail in emerging markets

The latest smartphone statistics are showing that advertisers can’t use a one size fits all mentality.

Smartphones are rapidly becoming one of the best ways for brands to be able to communicate an interact with consumers in a relevant way, as mobile marketing techniques become better understood and employed, but marketers are discovering that there is no single solution to reaching everyone.Cookie Cutter Marketing Strategies Failure

There are massive opportunities through smartphone advertising, but a cookie cutter strategy does not exist.

While promotions and ads over smartphones can be extremely effective in emerging markets, mobile marketing firms have come to note that when focusing on emerging markets, they must not only work on engaging consumers, but also in converting new customers. Among the emerging markets where the growth has been greatest are Latin America, the Middle East, Africa, and the Asia Pacific region. In those markets, mobile ad revenues have risen by over 60 percent, year over year.

It is clear that these are very promising areas for mobile marketing, provided that it is done correctly.

The latest projections are that these markets will make up the majority of mobile connections within three years from now. Marketers are boosting their advertising budgets in order to focus on these customers and reach them through their smartphones. This is especially true in the areas in which there is a rapidly growing middle class. The reason is that it is building the number of people who have a disposable income.

In these emerging markets, the use of mobile devices is considerably greater than that of laptops and desktops. In fact, smartphones are used broadly over tablets. The reason is that they did not have the infrastructure or disposable income available for widespread computer use as developed nations saw those machines become ubiquitous. Therefore, targeting consumers over smartphones is essentially the only way to go when it comes to digital marketing in those regions.

The key is to avoid the belief that mobile marketing in the West and in these markets can be conducted in the same way. Duplicating campaigns leads to a direct failure in emerging markets, nearly every time.

Mobile marketing to play an increasing role in strategies next year, says IBM

Top execs are starting to increase the role of smartphones and tablets in their campaigns.

According to a survey that was conducted by IBM, which involved the participation of 600 senior managers, the majority of companies plan to boost their investments into mobile marketing over the next year to 18 months.

This research showed that chief marketing officers are becoming increasingly involved in the development of these strategies.

Leaders in mobile marketing strategy – which were defined as companies that have been able to create solid smartphone and tablet based strategies – have stated that mobility has “fundamentally changed how they do business.” Furthermore, the report from IBM went on to reveal that the majority of these leaders have been experiencing “measurable returns on mobile investments”.

Mobile marketing has changed the way in which execs are participating in company strategies.

Mobile Marketing - BusinessesFor instance, according to the research director for the IBM Institute for Business Value, Eric Lesser, in many enterprises, CIOs are still taking on an important role in the creation of mobile marketing strategies. However, among the leaders in the industry, there are additional people who are also involved in this process, which includes the chief marketing officer.

Lesser explained that “We heard about the importance of getting that voice of the customer into the hands of the engineer because of the importance of the customer experience in the mobile world.” He also pointed out that they have also been discovering “parallels between the mobile environment today and the early days of e-commerce in the late 1990s”. It was explained that in this mobile marketing, there was a considerable amount of activity and that a great deal of it was oriented toward the consumer, but that there was also a notable amount of internal fragmentation in companies.

He stated that various groups are now coming up with different applications, but that there isn’t a large amount of cross-organization coordination in terms of coming up with a coherent and solid mobile marketing strategy which not only takes what people are doing with consumers into account, but also how the channel itself “can be leveraged more effectively internally.”