Tag: mobile devices

The head of mobile advertising has shared that these ads must be exceptionally relevant to consumers.

Jane Schachtel, the Facebook head of mobile and technology and global vertical marketing has explained that when it comes to social media marketing over smartphones and tablets, advertisers have to take that extra step to make sure that consumers are being treated as individuals and not as an overall general group.

The explanation was that mobile devices themselves are highly personal, so ads have to be, too.

She explained that as smartphones and tablets are very personal devices, social media marketing conducted over that channel must also be carefully personalized for the individual recipients. Though this does appear to be quite the significant effort, the reward for marketers that take this step is equally large. According to Schachtel, only about 2 percent ($16 billion) of the total glabl advertising spend is going to be put aside for mobile in 2015.

This means that mobile social media marketing has a considerable amount of room for growth.

She explained to the Mobile First conference audience that “This presents a huge opportunity.” She pointed out that the relationships that people have with their mobile devices has become much more complex and profound. Schachtel expressed that “People used to go to the mobile web to find one specific thing,” and added that “Then came the feed. … Now people discover, they share.”

When device users do this, they provide a considerable amount of information on websites – including Facebook – that can be utilized by mobile marketing companies in order to learn more about the individual what they want, what they like, and what they do not like.

That said, she also stated that “no one company has all the data.” Even Facebook doesn’t have all of the information that would be required to know everything about each individual consumer. Instead, there remain “ a lot of companies with a lot of data.” Therein lies the true challenge of mobile social media marketing. These various kinds of information must be carefully combined in order to be able to fully target and personalize the ads that consumers are receiving on their mobile devices.

A recent study has shown that smartphone users are far more likely to text than make and receive calls.

Mobile Commerce Press has conducted a study that has revealed that when it comes to the use of mobile devices for communication, people aren’t using their smartphones to talk anymore, but are much more likely to send and receive text messages.

The smartphone usage trend study was conducted with the participation of North American smartphone owners.

The survey held by Mobile Commerce Press about communication using mobile devices showed that the vast majority of people are using texting far more than calls in order to reach friends and family. When asked “What percentage do you use your phone for texting vs. talking?”, the responses were as follows:

• 50 percent of the respondents said that they text 80 percent of the time and talk for the remaining 20 percent.
• 22.9 percent of participants said that they talked and texted about the same amount.
• 12.9 percent of the people who voted in the survey said that they couldn’t remember the last time they actually talked on their mobile devices.
• 11.4 percent said that they talked 80 percent of the time and texted 20 percent of the time.
• 1.4 percent, each, said that they used their cell phones exclusively for talk, or used the internet more than talking or texting.

While mobile devices do seem to be used for much more than just talking, this may not necessarily be good news.

Social and medical research studies are consistently saying that the increase in the use of smartphones for texting, surfing the web, checking email, tweeting, posting on Facebook, and taking pictures, as opposed to actually speaking with friends, family, and businesses, has its drawbacks. This body of evidence is continuing to grow and is suggesting that there are a number of social and communication disadvantages linked with a reduction in spoken communication instead of text based discussions.

There are a large number of benefits that are associated with talking with another person over a smartphone instead of sending a text. They include:

• Aside from dropping a quick line to which a response is not necessary, a verbal conversation is nearly always faster than one held over text, even among those who can type on a smartphone faster than the eye can see.
• Talking will almost always communicate a clearer message than texting. Ambiguity is considerably lower when tone of voice is taken into consideration.
• Chatting is far more personal and friendly than a texting, which is usually task-focused.
• Talking doesn’t require your eyes to have to stare at yet another screen.
• Conversations with depth. When you’re sending texts, you won’t receive half of the details and depth that you’d enjoy in a friendly chit-chat.

Of course, even with all of these advantages set aside, possibly one of the best advantages that talk has over text on mobile devices is the fact that auto-correct can keep its bizarre contributions to itself!