Category: Mobile Marketing

JD and Tencent will be expanding their partnership in order to improve mobile marketing

JD.com, one of China’s largest online retailers, and Tencent, a prominent provider of Internet services in China, have announced that they will be expanding their partnership in order to transform mobile marketing throughout the country. A growing number of consumers with smartphones and tablets has lead to a higher demand for new marketing solutions in order to effectively engage mobile consumers. Retailers are finding it somewhat difficult to catch the attention of mobile shoppers, especially those that are becoming more involved in mobile commerce.

China is becoming a very powerful mobile commerce market

China has become a leading mobile commerce market, with many consumers showing favor for shopping with their smartphones. New mobile marketing solutions are needed in order to ensure that retailers can continue to engage these consumers. JD and Tencent will be exploring new avenues to leverage Tencent’s social platforms in order to create more favorable marketing solutions. Together, the companies intend to make use of the big-data resources that Tencent has access to, as well as the e-commerce information that JD has collected over the years.

New marketing solutions could help retailers engage mobile consumers

Through the expanded partnership, JD and Tencent intend to develop new online tools that will ensure that retailers can target mobile consumers in a more dynamic fashion. Mobile marketing has proven to be an effective way to engage new generations of consumers that are becoming more reliant on smartphones and tablets. These devices have become powerful tools in changing how consumers shop online and in the physical world. In China, retailers have seen the rise of mobile commerce, which is pressuring them to become more mobile-centric.

Mobile marketing expected to thrive in China

As mobile marketing becomes more robust in China, many more consumers are expected to begin participating in mobile commerce. New marketing solutions may make it easier for retailers to connect with consumers. Through mobile marketing, these companies can offer consumers better deals and shopping opportunities that they may not have had access to in the past.

Consumers in the European country are less likely to trust ads that they feel will use their personal data.

According to the results of a recent survey conducted by the Mobile Marketing Association (MMA) France, consumers in that country feel suspicious of advertising they receive over their smartphones and tablets when it becomes intrusive or will utilize their personal information.

This survey involved the participation of more than 1,000 people with smartphones or tablets.

The research was conducted on behalf of the association by GfK. Among the respondents to the survey, about 60 percent said that they felt as though brands were being invasive on their smartphones or tablets as a result of too many spam like mobile marketing messages. Another 67 percent said that they were uncomfortable with the fact that they felt as though they were sharing information with brands, even without their knowledge. On top of that 68 percent expressed that they felt as though they were being spied on through their mobile devices.

The Mobile Marketing Association France said that it is vital for companies and brands to take care with privacy.

The MMA France said that the results of this survey show that it is very important that they take careful control over mobile advertising so that they will understand when consumers will find their actions to be relevant, and when they will find them to be intrusive or unwelcome.

Although 56 percent of the respondents to the survey feel that it shouldn’t be useful at all to have a company or a shop recognize them and while they haven’t any real interest in being personally welcomed when they enter a store’s physical location, it doesn’t stop there. Half of the respondents said that they did find it useful when stores use geolocation based marketing in order to provide them with discounts to the stores that they have just entered (or that they’re walking by at that moment).

This showed that it isn’t necessarily mobile marketing in general that is putting off French consumers, but it is the relevance that matters to them. Renaud Menerat, the president of MMA France explained that this research places the spotlight in the expectations that consumers have toward brands for understanding the notion of simplicity, service and transparency when it comes to their advertising overt his channel.