In the ever-changing realm of digital, brands must consider how advertising and consumer trends differ across various regions. 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.
1. US retailers integrating mobile with different geo locations
When it comes to mobile strategy in the US market, we expect to see greater integration between brick-and-mortar and mobile within the coming year. The purchasing process will cease to be an “either-or” phenomenon and retailers will consider the various channels through which consumers pass prior to and after making a purchase decision.
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.
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 prove inefficient and ineffective brands up to inconsistencies across different mobile advertising campaigns. The other 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.
3. Germany market combines social with mobile networks
A BITKOM survey on mobile users found that 37 million people were “active” users on social media, making it a prime focus for advertisers to invest in mobile media. 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.
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.
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.