How mobile is shaping your marketing strategy
Posted by Marco Barbieri, Account Manager at ORM on 18/02/2013
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In the last six years we’ve witnessed rapid technological advancements. We’ve seen new operating systems, powerful handsets, faster and cheaper data connections, touch interaction, 35 billion app downloads and more smartphone devices being activated worldwide each day than babies being born.
In our latest whitepaper - How Mobile is Changing Your Marketing Strategy - DOWNLOAD PDF - we look at this ever-evolving channel and the implications mobile will have on our digital marketing strategy.
As we mentioned in Five Trends for the Year Ahead, mobile is more than just another channel and the handsets we carry around with us are no longer primarily used to make calls. They are multi-active devices that we use to connect on social networks, catch up on the latest news, watch videos, listen to music and much more.
You only have to take a look around you on your commute, lunch break or any trip to the shop, to realise how heavily we rely on them now. And here is an infographic that summarize our 24/7 connection.
And the good news for marketers and advertisers alike, with more than 50% of the UK population now on them, is that smartphone and tablet users are more engaged with brands than ever before. Those who’ve gone the extra mile, with building a responsive or mobile site or having created an app, have reaped the rewards.
At our recent Marketing for Mobile roundtable event, hosted in London, we discussed whether brands/companies needed a responsive or mobile site. In our whitepaper we explore the difference between the two and give examples of best practice.
Many marketers will be tempted to jump on the app bandwagon. But we recommend taking a cautious approach and working out what the business case is before creating one. In this busy market you need to ask whether you can create an app that is innovative, useful and life enhancing? Smartphone users have, on average, 23 apps on their devices of which only nine are regularly used.
In the whitepaper we explore how the email has been revived by smartphone users – typically they start checking their inbox from 7am. Marketers at our roundtable event agreed that email marketing needs a new approach and in our whitepaper we give you tips on how to target this new user.
In her latest Econsultancy blog post, Eight ways to adapt your content marketing strategy to mobile, Juliet Stott (@JulietStott) selects 8 tips on how to incorporate mobile into your marketing strategy. We, as a creative and technical agency, would like to chat to you about how you too can implement these changes.