With the coming and going of the month of July every year, it seems as if we pass that annual corner where the end of the year comes visibly into view. From the optimism of January we experience that yearly transition to the dread of December. Of course, we are not suggesting there’s any real scariness to the closing of the year, simply the mild terror the executive experiences thinking of what plans were hatched versus what goals were eventually achieved. Fortunately, there’s mobile to help us excel in our marketing as the year closes out. Few marketing disciplines can achieve tangible results as quickly and as transparently as mobile. This is helped by the fact that 80% of mobile users keep their devices within a metre from them at all time. Let’s look at three other reasons why mobile is tops: – Mobile users feel they have become part of the brand as opposed to being some distant consumer bombarded with messages that are far from tailored. This is possible because of the interactive and engaging multimedia content that is mobile’s biggest edge over traditional advertising. Because mobile marketing messages are being received on very personal devices that have become extensions of us, mobile allows consumers to internalise brands and all their positive attributes. – Related to the above, interactive content allows mobile users to stay highly engaged with a brand. It is this unparalleled degree of engagement that can’t be matched by a print advert or a billboard that enables effective learning and later recall to take place. They key is also that mobile’s many different bearers and platforms mean that boredom is limited. A consumer might receive a Please Call Me message with a text tag, followed up with an MMS that’s later reinforced with a promotional banner ad. – One of mobile’s biggest benefits is its measurability. And not only can mobile marketing efforts be measured, they can be measured across a wide variety of useful indices. For scientific marketers interested in a stats-based approach, mobile marketing is a discipline that will appeal. Brands can choose any one of these metrics to determine if they’re making their mark: number of downloads, recurrent usage, time spent, click through rates, leads generated, social media sharing, cost per conversion and more. Ends
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