In the ever-changing realm of digital, brands must consider how advertising and consumer trends differ across various regions. From websites to social media, consumers have developed certain expectations faster than most businesses can even begin to meet them in real life. To be honest, it’s much easier for a single user to navigate the digital landscape than it is for a business to market in that same space.
The good news for brands and marketers is there’s still time to make mobile a priority. For sure, there are a few brands cashing in on going mobile ahead of the curve, but many are still struggling to figure out their websites and social media presences. When it comes to digital marketing, there’s a lot to manage. But given the drastic shift in mobile usage – and the expected continuation of the trend – now is the time to figure out mobile.
At the end of the day, everything might be mobile based , as Google point out through Mobilegedon, it’s more of a necessity than an option. We believe in the fact that creating a website that works both on mobile devices (on varying screen resolutions) and desktop computers does incur additional costs, but the cost of lost opportunity far outweighs that of the cost of accommodating mobile devices – especially the rapid growth of mobile adoption in the coming years.
One of the biggest mistakes brands make when it comes to mobile is failing to integrate their mobile advertising in with their wider marketing activity. This can result an ineffective and inconsistent brand across different mobile advertising campaigns. The other major problem lies with the mobile technology and the inability to track people’s activities across different mobile devices. This makes it very difficult to accurately measure the success of different ad campaigns, assessing the trend to excel towards greater clarity for mobile advertisers.
So even though it’s important to get mobilized as soon as you can, there’s no sense in rushing into mobile marketing. Start by developing an understanding of why mobile is so important and go from there. Here’s how:
I. Keep It Consistent and Do What is Relevant: Before you develop any mobile strategy or launch a campaign, ensure that you are presenting your audience consisitently with the kind of experience they expect – regardless of device and the same must be relevant to them.
II. Understand Your Audience: not all audiences will use phones and tablets in the same way. For example, an audience of 18-30 year-olds will be more prone to mobile use than an audience of 65 year-olds. Your presence should be multi-device-consistent no matter what, but let your audience dictate the complexities of your strategies and campaigns.
Again, to help continuing with the same conversation, we take a look at mobile technology through the regional lenses of the United States, the UK, and Germany as a digital global trend.
1. US retailers integrating mobile with different geo locations
Mobile has been a consideration for retailers in the form of online purchasing for a while. But one of the largest 2015 mobile trends will be its use as a way to pay for purchases made in store. Apple Pay and the iPhone 6 are leading the way in this ecosystem. Another way that retailers are beginning to engage consumers through mobile is by using location-based capabilities. Geo-fencing allows marketers to send messages directly to a mobile device when the device and its user by default enter into a defined geographical area. Of course, the technology has a long way to go, and most companies have yet to integrate it with their CRM systems.
2. UK set to enhance mobile ad spend in 2015
There is still a significant gap between mobile device use and mobile advertising in the UK market but we expect this to shrink dramatically in 2015. In 2013, consumers spent 19% of their time using mobile devices, but only 4% of advertising was catered to mobile. When the dust settles from 2014, the gap will probably have shrunk some already, but 2015 will be the year that advertisers focus heavily on increasing mobile budgets in the UK.
3. Germany market combines social with mobile networks
The German mobile market is the largest in Europe, with more than 115 million subscribers, which is equivalent to 141% of the population. According to eMarketer forecast, mobile marketing spend in Germany is expected to reach $878.8 million in 2015 and an incredible $1.8 billion by 2017. This digital trend is going to continue in 2015 and the mobile advertisers will be there to find unique ways to engage consumers integrated across multiple social networks.
Overall, the global perspective on mobile advertising is extremely promising. Regardless of what region across the globe you follow and exhibit, there is a continual growth in opting mobile technology over the short and long term timeframe. Future brands and advertisers must focus on developing ways to engage consumers throughout the buying cycle using predominantly mobile devices as well as other relevant channels.