[September 16, 2014] |
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Getting Mobile Right: New Report Provides Actionable Approaches to Ensuring Mobile Marketing Success
BOSTON --(Business Wire)--
Millward Brown Digital, the world's leading digital experts in
helping clients grow great brands, today released the Getting Mobile
Right report, identifying the optimal approach for
marketers to drive brand growth through effective mobile marketing
strategies.
"Marketers are expected to invest nearly $20 billion1 in
mobile marketing in 2015, but many are still struggling with the optimal
approach," said Stephen DiMarco, President, Millward Brown Digital.
"Like all new marketing opportunities, getting mobile right starts with
understanding the consumer. Consumers have a different type of
relationship with their mobile devices - it's an inherently more
personal experience - therefore mobile changes the dynamics of
relationships that consumers have with brands."
With mobile now surpassing TV as the most-used screen among multiscreen
audiences2, there remains little question about the
opportunity this "always-on" channel presents for marketers.
The report highlights the key mobile business questions that should be
top of mind for marketers and suggests next steps to help marketers get
mobile right:
Understanding where and how consumers use mobile is critical to
successfully engaging them - social, location and apps all play a role.
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Over one-third (34%) of shoppers perform shopping related activities
on their mobile devices while in-store.
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23% of shoppers that use a mobile phone in-store use a social network.
More than half of them use the social network for product or brand
discovery or for peer feedbac on purchases rather than for
socializing.
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Many consumers (46%) use both apps and browsers when mobile shopping.
Additionally, 72% of consumers who use shopping apps have fewer than
five of them installed on their phones.
For mobile advertising to be effective, marketers must understand
how channel insights inform the creative and media. On average, mobile
advertising campaigns outperform on key metrics, including: Brand
Awareness, Brand Favorability, and Purchase Intent.
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Top performing mobile display ads feature consistent branding, a
simple color palette, a focused message and a perceived value to the
consumer.
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Best-in-class mobile video ads intrigue consumers by starting a story
but not telling the whole story. They also work best when they combine
video with an interactive layer, use simple and clear messages and aim
for a strong emotional response.
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Synergy (News - Alert) between creative and media is key - mobile campaigns deliver
within the target audience more than half the time, compared to
one-third of the time for online.
"It's important that marketers begin to transition 'mobile' from a
buzzword to a key component of their marketing strategies." said
DiMarco. "This report provides that deeper insight needed to help
marketers get mobile right."
For more information on Getting Mobile Right and to download a
copy of the report visit http://www.millwardbrown.com/Digital/GettingMobileRight/
Millward Brown Digital will present the findings on the upcoming Getting
Mobile Right webinar, Wednesday, Sept. 17, 2014 at 2 PM EDT. To register
for the webinar, visit: http://www.millwardbrown.com/Digital/GettingMobileRight/
About Millward Brown Digital
Millward Brown Digital is the world's leading digital expert in helping
clients grow great brands. Millward Brown Digital delivers comprehensive
digital solutions to help advertisers, agencies and publishers increase
marketing effectiveness and drive brand growth. Integrated behavioral
and attitudinal solutions help marketers identify, understand and engage
consumers, plan and optimize media and increase total brand performance.
Millward Brown Digital operates within Millward Brown North America and
is part of Kantar, WPP's data investment management division.
1 Mobile Marketing Association (News - Alert) 2 Millward
Brown's 2014 AdReaction: Marketing in the Multiscreen World
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