A recent InMobi study has shown that while the ideal hasn’t yet been reached, progress is being made.
Although mobile marketing has yet to truly find its place in the hearts of consumers, there has certainly been a great deal of progress toward a new tolerance level if the latest research is any indication.
This recent study has shown that there is now a comfort level with around sixty percent of consumers.
The research was performed by InMobi, which found that about 6 out of every 10 consumers would now call themselves as “comfortable” with the mobile marketing that they have been receiving on their smartphones and tablets as they are with the ads they see through other channels.
This comes at the same time that there has been a growing concern over the usability of mobile marketing.
The so-called “fat finger” problem has recently been raising concerns over the ability to trust mobile marketing statistics, as many ads that are clicked on these smaller screens could often tapped by accident. However, what InMobi discovered was that only 15 percent of the device users who accessed the web had unintentionally clicked on an ad.
Possibly even more striking is the fact that mobile marketing has played a role in the shopping decisions of 46 percent of the respondents to the survey. They stated that they had decided to make a purchase of a product or service over their device because of an ad they had seen.
The InMobi CEO, Naveen Tewari, explained that smartphones, tablets, and other portable communication devices are now a part of virtually every element of our daily lives. Tweari also went on to say that “The study reveals that mobile users are always-on, whether surfing the mobile web while spending time with family (48 percent), at a social event (45 percent), commuting (60 percent) and shopping (43 percent). This creates a huge opportunity for brands and marketers to engage with consumers throughout the day unlike traditional advertising like print and TV.”
The mobile marketing report indicated that the average user of the mobile web consumers 7 full hours of media every day. Twenty six percent of this time – a figure that is growing – is spent on the smartphone or tablet.
Spreading the word over smartphones is becoming a required form of promotion for films.
One of the new required elements of the release of a new blockbuster film has now become a mobile marketing strategy, which must be established before the film actually opens in theaters.
This can involve any number of smartphone friendly elements, from a site to engaging apps.
The latest example of this new movie release requirement is the mobile marketing effort that was put together by Fox Digital Entertainment, in partnership with WPP Digital company POSSIBLE. They worked together to bring fans a DIE HARD smartphone and tablet game that has debuted in time for the film.
This mobile marketing game availability is designed both for Android and iOS based devices.
The new game is based on “A Good Day To Die Hard”, the feature film that is the latest in the Die Hard series and that is celebrating its 25th anniversary this year. The film stars Bruce Willis and Jai Courtney, but the game brings together both first person shooter and endless runner style genres. It has, in essence, created an entirely new format of game, which is being labeled the “endless shooter”.
The app is retailing for a competitive game price on Amazon’s marketplace as well as on iOS, at $0.99. However, the Android version is available for free at Google Play. This makes it not only a unique game that will draw attention – likely both in its free and paid forms – due to its unique nature, but will also help to provide effective mobile marketing promotion for the film to which it is associated.
According to the POSSIBLE managing director, Los Angeles, Andrew Solmssen, “The DIE HARD franchise is one of the most recognizable entertainment properties in the world and we are honored to bring the latest installment to life in the form of the new DIE HARD app.” He went on to add that “Our number one mandate in developing the app was to create an awesome standalone gaming experience.”
As a growing number of blockbuster films release apps and mobile marketing elements to their overall advertising strategies, it is becoming increasingly clear that smartphones and tablets are indispensable in the promotions efforts of these movies.
