We type, tap and swipe our phones, on average, 2,617 times a day, according to new research by data company dscout. For heavy users that can rise to more than 5,000 “touches”. The figures are stark: mobile is where you find people’s eyes and hands. It means that brands can’t afford to ignore mobile as a marketing platform; it’s now an essential way to attract new customers and build brand awareness.
Telegraph Media & Tech Connect asked some of the top ad agencies and mobile experts to share their tips for marketing on the powerful, pocket-based platform. Here’s what they said:
1. Know your chatbots
“Chatbots provide a great opportunity for brands to engage in a personal and smart way with their audiences. We’re seeing a big shift in traffic from traditional social media platforms to messaging platforms such as Facebook Messenger or WhatsApp.
“With six out of the top 10 most used apps globally being messenger apps, it seems like a really interesting way for brands to exploit having a direct conversation with their customers. This worked well for KLM Royal Dutch airlines, when it launched a chatbot via Facebook Messenger to deliver flight information, itineraries, boarding passes and even delay information. That’s both useful and relevant.”
Tip by Paul-Eric Lefebvre, creative director, Fetch
2. Think about how people travel across devices
“How you advertise across these devices depends on your product. Marketers need to understand how devices fit into the customer journey. There’s often a very complex path when people discover a new product or service: they jump between devices during the research and consideration process (this can be very varied across industries and product types).
“The size of the purchase makes a massive impact; a car purchase will involve a very different path across devices than buying replacement ink for a printer. It’s so easy to buy ink from Amazon on a handheld mobile device, you almost don’t even think about it. But if you are buying an insurance policy, it’s a lengthier process. Understanding how devices fit into your specific customer journey is important.”
Tip by Andy Cocker, chief operations officer and co-founder, Infectious Media
3. Stop obsessing over tech and focus on users
“Businesses focus on what application or technology is coming next, but the people using it don’t care about technology – they care about what technology enables. The best technology is seamless, useful and invisible. Rather than focusing on technology or trend, shift your thinking to the user first: to their behaviours (the way the mobile user consumes content in a more snackable way); location (tailoring content depending on whether the user is at home in front of the TV or in a shop); and their need, which tends to be more immediate compared to a desktop user.”
Tip by James Shepherd, EMEA commercial director, M&C Saatchi mobile
4. Personalisation breeds quality
“Personalisation is the big trend in mobile. As datasets become richer, artificial intelligence becomes more powerful and shapes expectations, brands will be expected to offer more personalised content and better-curated experiences through mobile. Eventually ‘Recommended for you’ will reflect where you are, what you’re doing and what your needs are, with no questions asked.
“In particular, it means that good content will find its way to the right people, creating a strong incentive for marketers to place an emphasis on quality rather than quantity when it comes to content.”
Tip by Nader Alaghband, founder, Ampersands
5. Sites need to work for mobile; being responsive isn’t enough
“Consumer behaviour is different on mobile, which means that site builds must exploit the functionality mobile offers, with click-to-call buttons or GPS store locators to ensure the needs of consumers are met.
“If you have an app, it’s also really important to think about how it works with your site.
“Having a single user journey – with actions performed on one touchpoint showing up in another – is critical to ensuring that the customer journey is seamless. The key here is they can continue whatever it is they started on the device, or touchpoint, they choose.”
Tip by Mike Reynolds, mobile and video manager, Internet Advertising Bureau UK
6. Ask yourself: where is the right place to advertise?
“Two important areas of mobile content consumption are the social ‘feed’ (Facebook, Twitter and so on) and editorial ‘read’ environments (for example, an article on the MailOnline mobile site). But consumers in the ‘feed’ are in a very different mindset than those in a ‘read’ environment.
“We asked a group of mobile users to spend 15 seconds interacting with a social feed and 15 seconds reading an editorial story. We found that users in the feed scrolled past about three ads, translating to a dwell time of only about 1.5 seconds per ad. In the editorial environment, users scrolled past an average of one ad, with five seconds dwell time – a much better exposure for a brand.
“But it’s not just about speed. Consumers in a feed are searching for something to engage with, but in read mode they’ve already opted into an article they want to pay attention to – much better exposure for contextually relevant brand messaging.
“There’s one more thing to remember: grabbing an engaged consumer’s attention isn’t enough; if you don’t serve an ad that’s more creative and interactive than a standard static banner, for example, you can’t blame the audience for failing to interact with it.”
Tip by Owen Hanks, general manager international, Kargo