Tag: tablet marketing

Mobile marketing cookie cutter strategies fail in emerging markets

The latest smartphone statistics are showing that advertisers can’t use a one size fits all mentality.

Smartphones are rapidly becoming one of the best ways for brands to be able to communicate an interact with consumers in a relevant way, as mobile marketing techniques become better understood and employed, but marketers are discovering that there is no single solution to reaching everyone.Cookie Cutter Marketing Strategies Failure

There are massive opportunities through smartphone advertising, but a cookie cutter strategy does not exist.

While promotions and ads over smartphones can be extremely effective in emerging markets, mobile marketing firms have come to note that when focusing on emerging markets, they must not only work on engaging consumers, but also in converting new customers. Among the emerging markets where the growth has been greatest are Latin America, the Middle East, Africa, and the Asia Pacific region. In those markets, mobile ad revenues have risen by over 60 percent, year over year.

It is clear that these are very promising areas for mobile marketing, provided that it is done correctly.

The latest projections are that these markets will make up the majority of mobile connections within three years from now. Marketers are boosting their advertising budgets in order to focus on these customers and reach them through their smartphones. This is especially true in the areas in which there is a rapidly growing middle class. The reason is that it is building the number of people who have a disposable income.

In these emerging markets, the use of mobile devices is considerably greater than that of laptops and desktops. In fact, smartphones are used broadly over tablets. The reason is that they did not have the infrastructure or disposable income available for widespread computer use as developed nations saw those machines become ubiquitous. Therefore, targeting consumers over smartphones is essentially the only way to go when it comes to digital marketing in those regions.

The key is to avoid the belief that mobile marketing in the West and in these markets can be conducted in the same way. Duplicating campaigns leads to a direct failure in emerging markets, nearly every time.

Tablet commerce is still being led by iPads

In fact, it looks as though this device is leading its sector, consumers also prefer larger screen shopping to smartphones.

A report has now been published to reveal the results of a new study that has shown that tablet commerce continues to lead the way in overall mobile shopping and that iPads are making the biggest impact among consumers in terms of buying.

The report placed specific focus on the amount of shopping that results from email marketing.

The report was issued by Yesmail Interactive. What it determined was that among all of the transactions that have been driven by marketing emails, 16 percent were conducted through the use of a mobile device. Even more, it showed that tablet commerce is producing far greater results than smartphone shopping.

Of all of the tablet commerce resulting from email marketing, 99 percent came from iPad versions of the device.

Tablet CommerceAmong all of the mobile purchases that stemmed from marketing emails, 56 percent were from tablet commerce instead of from smartphones. As iPads make up the majority of that category, this indicates that those devices are having a massive impact on the results that email based mobile marketing is having on the return on investment of these brands and marketers.

The report also noted that while Android device are gaining a steadily larger share of the overall market for those devices, they do not appear to be growing their impact on the actual purchases made over tablet commerce, at least when it comes to making purchases based on emails that they have received.

The Yesmail analysis, which included the examination of approximately 5 billion emails that were sent out by that company in the third quarter of 2013, showed that there was an 8 percent increase in the number of emails that were opened over smartphones – as 52 percent were recorded as having been opened. Moreover, 82 percent of all of the emails that were opened and that lead to clickthrus were based on Apple devices. The report’s data showed that tablet commerce – especially fro iPads – is starting to become an important part of email marketing and online shopping as a whole.