Tag: mobile advertising

Mobile marketing expected to reach new heights during the summer

Mobile marketing is expected to go into high gear in the United Kingdom in the coming months. Some 17 million consumers throughout the country will be receiving targeting advertisements throughout their mobile devices as major retailers and telecommunications operators begin working together over the summer. Vodafone, EE, and O2 are the country’s largest telecommunications companies and each has been working with large retail brands to launch new mobile marketing campaigns.

Weve to lead massive mobile marketing push

These three companies have pooled a great deal of data into a single platform that they are calling Weve. This joint venture organization is meant to leverage this consumer data in order to deliver very direct advertisements to very specific demographics. The data used by Weve is comprised of age, gender, mobile device details, and other such information that could determine the type of advertisements a consumer sees.

Weve to bid for mobile advertising space

During the summer, Weve will be bidding on mobile advertising space. The organization is eager to purchase space on various mobile applications and websites, but has a keen interest in mobile games. These games are enjoyed by a vast number of consumers throughout the United Kingdom and constant exposure to these games means constant exposure to mobile marketing. Mobile games may be the best avenue for the organizations marketing endeavors, but they do not encompass Weve’s overall interests in mobile marketing.

Weve receives regulatory approval from EU

Because Weve makes use of data collected from consumers, there have been concerns regarding privacy and how this data is being used or shared with others. In November of last year, the European Union granted regulatory approval to Weve, suggesting that the organization is not using consumer data in any way that could be considered malicious. Moreover, the data collected by Weve is entirely anonymous, with no personal details, apart from age and gender, being accessed by the organization.

The social element is necessary for mobile gaming to be able to spread the word effectively.

According to the results of a recently conducted survey, the leading mobile marketing method to spread the word about smartphone games is word of mouth and that gamers often actively take part in this behavior.

In fact, the study showed that word of mouth is the leading method of discovering new game apps.

As much as companies and developers may spend on mobile marketing to make sure that the world will hear about their latest game apps, a study from Applifier has shown that old fashioned word of mouth is still the top method used for new discoveries. Fortunately, those social discussions often occur over smartphones and tablets, helping marketers to maintain their opportunity.

The key is for mobile marketing to encourage the social sharing of the favorite games and apps being used.

Among the 1,800 respondents to the Applifier survey, the top method of sharing news about the mobile gaming apps that were most enjoyed was word of mouth. In fact, the top three mobile marketing options were all linked to word of mouth in some way.

Of the leading three responses regarding mobile marketing for game apps, 43 percent said that they read the reviews that were left by other users. Another 36 percent said that they heard about new mobile games through friends or family members, including direct discussions, social media, and other forms of communication. Moreover, 25 percent of the respondents said that they actually watched a friend or family member play the game when they saw it for the first time.

Aside from word of mouth, video is also proving to be exceptionally popular and successful in mobile marketing for games on smartphones and tablets. Nearly three quarters (70 percent) of the respondents said that they had viewed an online video about mobile games within the preceding week. Furthermore, 45 percent said that after they viewed the video, they were more inclined to download it immediately afterward. Twenty percent of gamers are considered to be “sharers”, who download many games, play often and for long periods of time, who pay for their games, and who like to share the achievements that they have made, such as tips, scores, and screenshots.