Mobile marketing driving customer engagement by Andy Carter
Mobile marketing is important to driving customer engagement with a brand. This is down to the increased usage of smartphones and tablets by consumers. It is important for businesses to go through the doors that are opening in terms of appealing to mobile
Brands that utilise mobile marketing and realise the importance of the platform have an advantage over others. With so many people using smartphones and tablets to consume content there is a whole new audience for brands that get their enagement right.
As the use of tablets and smartphones continues to increase at a dramatic pace firms are constantly trying to innovate within their marketing campaign.
Mobile is now becoming a major part of this, as businesses all over the world are attempting to appeal to and engage with their customer base through the devices they use on a daily basis.
This can be particularly effective for small businesses, as it provides an avenue and platform where the gap between themselves and larger companies can be reduced.
Traditional search, of course, still plays a crucial role, but the amount of content consumed through mobile devices is on the up.
The most attention
A recent study conducted by InMobi discovered that mobile media consumption now receives the most attention per day, making it absolutely imperative that firms looking to make their mark in today’s competitive business conditions appeal to this market.
Data indicated that of the seven hours of media consumed every day by the average person, 108 minutes are taken up by mobile searches, browsing and using applications.
This means mobile is top of the list, beating desktops into second place, with an average of 93 minutes spent seeking out content on these devices. Tablets took third spot, but the amount of time spent viewing content and searching on these devices is only set to rise in the future.
The rise of mobile has opened the door to a host of new avenues for small businesses in particular.
Figures from the Mobile Marketing Association indicate that smaller companies can generate $20 for every dollar spent on mobile. Even though many start-ups do not have the money to operate a major mobile marketing campaign, it is important to target consumers on the platforms they use most.
As well as generating searches and sales, mobile can also be used to expand the audience of a small business and brands should be looking to make the most of everything the platform offers.