Category: Mobile Marketing

Institutions of higher education are becoming some of the most common early adopters of the channel.

Mobile marketing technology has a great deal to offer its users, but has still been surprisingly slow in its uptake – when compared with predictions – except among certain very specific early adopters, including universities.

This has surprised many because these institutions are inherently traditional in the majority of their procedures.

The fact is, however, that it is these traditional universities that are leading the way when it comes to mobile marketing. These institutions are working to take advantage of some of the many benefits that this channel has to offer, for example, being able to reach consumers no matter where they happen to be, in real time, as well as obtaining data rich profiles of the individuals and their buying habits.

These mobile marketing benefits provide users with the ability to conduct highly useful analyses of their campaigns.

The result is that they can make sure that their future mobile marketing campaigns will become increasingly targeted and, therefore, likely more effective, as well. Throughout the economic slump and slow recovery, sales have been very low. However, by using the right advertising techniques, companies have been able to experience better performance.

This has been especially true among those that have been using mobile marketing and other smartphone and tablet friendly techniques, as it has allowed them to rise above the competition in terms of interactions with consumers.

Still, many retailers have hesitated to embrace mobile marketing. It could be that they are waiting for NFC technology to take off, as has been promised for some time, or they may be waiting for the penetration of smartphones and tablets to be greater among their customers.

However, what some retailers are discovering, as are universities and colleges, is that there is no need to wait. In order to take advantage of what mobile marketing has to offer, the time is now, rather than later, as the competition is at its lowest, meaning that there is the highest potential for actually attracting the attention of the consumer, which could then lead to a conversion.

Brands are being advised to look to this channel in order to help to considerably increase their sales in that country.

According to a Draftfcb China global study, the adoption of mobile commerce by brands and companies could help them to double or even triple the sales that they are experiencing over the short and medium term future.

The research looked into the data collected by a study in which there were participants from 8 regions.

Participants in the survey lived within one of eight major global economies and were aged from 18 to 64 years old. It was conducted in the second half of 2012 and there were 8,000 respondents to the mobile commerce survey. The countries included the United States, the United Kingdom, India, South Africa, Brazil, Germany, China, and the Middle East.

The results indicated that China was an extremely important player in the mobile commerce ecosystem.

The survey indicated that among the respondents from China 57 percent of smartphone owners would purchase any type of product using their devices. This was considerably higher than the global average, which was 49 percent. Chinese consumers have become a very important part of smartphone retail shopping, as they live in one of the economies in which the penetration of these devices is the greatest.

The study showed that China possesses the most active mobile commerce market. In fact, people in that country use their smartphones for more functions overall than in any other country or region represented in the survey. Overall, smartphone users from China were conducting 4.9 different types of activities on their devices every day. Comparatively, the United States was in second place at 4.7 percent, and India conducted 4.4 activities per day.

The research indicated that mobile commerce provides brands with access to most cities in China, even when their stores or products don’t actually have a physical location within them. It also stated that this helps to explain why some of the most common smartphone shoppers are individuals residing in the smaller cities and people in Generation Y, the most digital of all of the adult demographics.