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2 Ways the Mobile Direct Marketing Audience Is Different

December 17, 2012 By Danielle Thomas
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The mobile marketing statistics speak for themselves: Juniper Research expects global mobile payments to reach a mind-boggling $1.3 trillion in 2017. KPMG expects mobile payments to grow at a rate of 97 percent over the next 3 years to reach a total of roughly $750 billion by 2015. This year, mobile payments will be about $180 billion. Mobile marketing is not the future, it's the present.

As businesses and marketing companies begin to develop direct mobile marketing efforts, a very interesting discovery is occurring. At this stage of the adoption curve, mobile users are not like the average consumer. This is important because it means traditional Web marketing tactics may not be as effective as they could be. It's not that traditional Web marketing tactics won't be successful on mobile devices, but they may not be as optimal due to the different profile of mobile device users.

Rhythm NewMedia is a marketing and advertising firm that has gathered very interesting data regarding the mobile marketing target market. One of their findings is that mobile users are much more social than the average consumer. In a recent survey, Rhythm found that 67.7 percent of mobile users use Facebook at least once daily, compared with only 54 percent of Facebook's overall user base that uses it daily. That is a significant difference.

If you put a Facebook or Twitter button on a Web-based advertisement, the percentage of clickthroughs tends to be pretty low. Part of that could be due to the fact that the overall user base of the Internet is actually not as social as mobile users. Therefore, one primary point that every mobile marketer ought to consider is to center mobile marketing efforts around social interaction. Allow the target market to Tweet and post the ad to Facebook with the simple tap or swipe of the finger.

Full-Page Ads
Here is another point where traditional Web marketing tactics tend to diverge from mobile marketing tactics: Traditionally, full-page ads in Web marketing are not that effective for several reasons, including the fact they often show up at abnormal points in the Web surfer's browsing—our culture has developed a disgust of random pop-ads.

Full-page mobile ads are showing much more effective results than their Web-based counterparts.  First, they have an easy opt-in selection and are delivered at a more natural point in the mobile application, which is not as distracting for the user. Kristina Hamilton, marketing manager for Greystripe in San Francisco, offers further insight: "Full screen ads offer 100 percent on-screen share of voice, which greatly reduces the number of false clicks that small banners commonly generate."

Mobile marketing is not going to only be the future. It is the now. Although other avenues of marketing are important, the massive explosion of mobile users is happening now, and it's time for companies and agencies to recognize the more social profile of the mobile user and build campaigns accordingly.

Danielle Thomas is a freelance writer, entrepreneur and researcher. She covers a wide range of topics for www.merchantseek.com. Reach her at danielle.thomas@startupmanagement.net.


 

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