Mobile companies understood mobile-specific strategies long before the widespread adoption of mobile devices and increased adoption of smartphones and tablets. With more than three years of experience and state of the art mobile expertise, there is a lot that can be learnt.
(1) When it comes to creatives, keep it short and catchy.Some brands are used to creating long scenarios as used on desktop (i.e. a 25 second video). However, what we’ve learnt from the mobile user experience is that users have short attention spans. Very short. The shorter and the stronger the message, the more likely a user will be engaged – and bearing in mind that our attention spans have dropped from 12 seconds (in 2000) to eight seconds (2015) according to a survey conducted by Microsoft you really need to make every deci-second count! Smart marketers need to think more along the lines of immersive augmented app experiences, where something enhancing is given to consumers. For example, this Christmas, S4M’s in-house team created a 3D cube interactive format for mobile devices which was used as a holiday greeting for their clients, a format that is only interactive when viewed in a mobile browser.
(2) Location is the new cookieGeo-fencing and geolocalisation are key to targeting the right individual due to the intimate and individual nature of the smartphone. They allow for a clearer understanding of user behaviour by following the entire customer journey. There’s also the benefit of being able to measure mobile investments and mobile store campaigns enable the measurement of direct ROIs. Read more about mobile marketing:
- Five reasons why retailers should drive mobile marketing
- Website trends for 2016
- Seven tips to increase ecommerce sales
(3) The power of nowUsers increasingly expect to get what they want in the immediate context and in their exact moment of need. There is a huge battle waging for a customer’s attention and it’s being battled out in “mobile moments” (anytime that a user pulls out their device). The power of immediacy must be harnessed and understood properly by marketers, who need to make sure their customers can get what they want in that precious mobile moment. A great example of this is played out in how we search. Google processes an
average of over 40,000 search queries every second, or 3.5bn searches per day…or putting it into a wider context that’s a staggering 1.2tn searches per year. A recent post from Think with Google discussed the idea of the “micro-moment” or mobile moment, the small everyday moments in life that prompt us to search the web with an intention of acting immediately. For some examples of micro-moments, as well as the last two tips, continue onto the next page.
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