Tag: mobile advertising

Advertisers in the United Kingdom have clearly embraced the channel and the trend is only improving.

While mobile marketing is doing quite well in a number of different markets, in the United Kingdom, adoption has been considerable and has reached the point that eMarketer has concluded that it is “the new normal” in that country.

At a time in which a huge focus is placed on social media advertising, it is over smartphones that many people are reached.

In the U.K., there is a boom that is being experienced in mobile marketing, particularly over social media, that is expected to continue racing forward until it slows to a near plateau in 2018. eMarketer released a report entitled “UK Social Networking Trends: mobile Is Becoming the New Normal”. Its conclusions were that the entire forecast period of the report – which ends in 2018 – will see a steady growth in social media use over smartphones. It stated that this year will see 75.3 percent, but that this figure will rise to 90.2 percent in that final year.

As consumers start paying more attention to smartphones, advertisers are looking to mobile marketing.

Overall advertising and social media marketing are becoming a mainstream focus in the U.K. Brands and businesses are seeking to connect with consumers over the channel that they prefer the most, and in many cases, this means smartphones. The true opportunity is in the fact that most consumers have those devices with them and turned on, most of the time. This allows for a new and critical level of real time engagement that has never been possible before.

That new data aligns well with a study that was released in February 2014 by a social media firm called Immediate Future. It looked into the way marketers in the United Kingdom felt about social engagement offers in real-time. Though the most frequently cited benefit identified among the participants was general audience engagement, 35 percent also felt that it helped to increase customer loyalty and retention, while a quarter said that they experienced better return on investment as a result of social mobile marketing.

The majority of marketers have already felt this way, but a new report has confirmed these beliefs.

Mobile marketing has been moving at full steam ahead for some time now, but a new report that has been released by Nielsen is showing that this channel is offering brands a considerable opportunity that should not be missed.

The primary struggle is related to the fact that this type of advertising and promoting is still new.

At the moment, while it is known that there is a considerable amount of opportunity available for brands who use mobile marketing, the problem is that knowing exactly how to engage in the channel leaves many marketers feeling confused about best practices. It has already been discovered that the techniques for advertising are notably different over smartphones and tablets from what they have been over television, radio, and even the standard web.

Right now, one of the largest mobile marketing challenges is measuring the success of a campaign.

Currently, the ability to measure the effectiveness of a given mobile advertising effort has been inconsistent, at best. This produces an important barrier to growth over this channel. At the same time, the Nielsen survey showed that smartphone marketing is ready to become a fully mainstream channel that will parallel television. The research indicates the opinions of media providers, advertisers, as well as agencies, when it comes to brand advertising over smartphones and tablets. It also looks into the issues that must be addressed in order to allow it to effectively grow.

The Nielsen report said that “Marketers are deploying mobile campaigns on their own as well as a complement to other media. However, it’s this pairing of mobile with other mediums and focus on branding that gives rise to advertisers’ biggest mobile pain points.”

Addressing the disconnect that is currently being experienced over this channel will be highly rewarding for mobile marketing as a whole, as advertisers learn to calculate their campaign ROI and develop the proper metrics that will provide them with the ability to measure their successes. Once those two primary obstacles have been overcome, the channel will easily slip into the mainstream.