Mobile marketing and online marketing, similar but not the same

The phone is no longer a mere device from which to make and receive calls to become the most used support to connect to the Internet, to consult information, to access social networks … But not only by users, but also for advertisers, Who have seen in him many benefits. And the entry into play of smartphones has marked a before and after when it comes to advertising.

Mobile marketing and online marketing, similar but not the sameTaking into account that more than 60% of peoples already have a smartphone and that companies spent more than 92.2 million (+ 45%) last year on mobile marketing, everything suggests there is business here. However, there is still a long way to go in the mobile universe, whether in terms of technology or privacy. There is more to see that only 10% of companies have their website optimized to mobile support and many of them launch their campaigns without thinking too much about the privacy of people.

Being a relatively young support, advertisers must acquire even more experience and internalize, especially, that has its own characteristics, totally different from those of online support. And is that they will agree with me that it is not the same to do online advertising as mobile.

First and foremost, mobile support is much more linked to the individual and to offer a personal experience. Hence the secret of mobile marketing is not to adapt the message to the size of the screen, but to make it much more interactive, approaching more accurately the tastes of the consumer and being more direct in the messages.

One of the main reasons for this rapid expansion of mobile marketing is that users increasingly tend to connect to the network via smartphone or tablet, also easier to carry and use, thus relegating the computer to the background.

This connectivity that is generated between user-advertiser allows publishers to create targeted campaigns, targeting a very specific audience; Something that in online marketing is much more difficult. We are talking about geolocation-based campaigns, advertisements tailored to the mobile user’s location that not only offer discounts but also help multiply the impact of messages by ten, ensuring a good return on investment.

And it is very simple to accurately identify the target audience when working with smartphones and tablets. Parameters such as age, sex or social class, the geographical position of the user … open the advertiser a new route for the design of strategies with more personalized and direct messages, able to attract the attention of their target.

It is true that the same types of formats can be used when advertising on computers or mobile phones, but that does not mean that the results are the same. In the case of PCs, the traditional banner remains one of the formats that bring more revenue to advertisers.

In mobile marketing, it is the rich media formats most requested by advertisers. And thanks to the insertion of graphic creatives in apps and sites, advertisers get a higher return on investment and brand recall.

The presence of mobile marketing in our lives has only just begun. For now, advertisers should express this support, specialize and modify their strategies. Taking advantage of the advantages of smartphones and tablets is as important as knowing how to adapt to their technology and ways of advertising. The truth be told …

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