Mobile marketing need more than you think

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Mobile marketing is not just about displaying your banners during free mobile app usage. Here are some major challenges and comparisons between mobile and TV marketing.

Mobile is not TV where you can produce an ad and frequently repeat it until it’s hardwired into consumer consciousness.  Success in mobile means producing a variety of content and experiences that fit the Martini principle of any time, any place, anywhere.

This challenge is made more difficult by the scale of the increase many major brands are planning. Coca Cola, for example, wants to spend 20% of its marketing budget on mobile in the next year or so, up from just 5% today. Mondelez has publicly stated that 10% of all budgets should be channelled into mobile. Achieving this is the biggest change that either company has experienced in marketing communications since the advent of commercial TV.

Mobile changes everything; from how we consume existing media to how we behave at point of sale. So how should advertisers begin to manage such a complex process?

Part of the problem is that many consumers are highly resistant to most mobile ad formats.

Millward Brown’s AdReaction study showed that they are significantly less well received than TV (23% favourability vs 41% favourability).

There is no simple formula for working out where increased spend should go it will be different for all brands and all sectors but these three steps will be critical for most brands.

First, forget about technology and think about what the consumer is doing with their devices. Only then can brands work out which technology is best placed to deliver the message and trigger the right reaction.

The difference between tablet and smartphone usage is critical. Facebook’s new long-form advertising, for example, might be effective on a Wi-Fi-enabled tablet but less well-received on a data-hungry contract smartphone. Second, put more time and effort into content. According to AdReaction, the most widely-accepted mobile format are micro-video messages, which score almost as strongly as TV.

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