This is actually the first in a series of 3 articles on driving mobile engagement through context advertising.
When did you last check your smartphone? Minutes past? Seconds ago?
According to eMarketer, the amount of time individuals spend on mobile devices is growing than time spent on laptops.
This tendency provides an opportunity to marketershave we had vehicles that are direct and communications with which to reach customers.
But success in this new era of promotion is completely reliant on not simply a relationship with customers, but on a purposeful one. I predict this link Context Marketing and it has the potential to revolutionize the customer experience by delivering mobile moments that are relevant to the context they are in right now.
The worth of context
Advertisers who underestimate the value of context marketing in the mobile world do this at their peril.
Most entrepreneurs are stymied by the challenges inherent in managing, creating, and investing in context-driven campaigns
Consider these numbers: According to our research, 60 percent of consumers believe their expectations for a mobile experience that is fantastic aren’t being fulfilled. What is more, 93% say they’d do it as a consequence of those expectations, for example asking compensation for their unmet expectations, buying from another brand, or never again purchasing from the brand.
On the upside, when they have a positive experience that is cellular, 75% report that it increases their devotion to a new new.
It is apparent that by improving their capacity to supply mobile experiences that meet consumer expectations — so what’s preventing them from doing 31, entrepreneurs have much to gain? The truth is that most marketers are stymied by the challenges inherent in generating, managing, and investing in campaigns designed for a mobile-centric world.
Those challenges include:
The experience difference
For many marketers, there is a difference between what they would like to do with mobile and what they actually are doing. There’s a whole lot of chatter around being customer-focused, but entrepreneurs continue to revolve around creating a more adaptive device experience — or on the apparatus.
What’s required to bridge the experience gap is a real understanding of every customer in the context of how they interact with marketers both today and in the past. Exactly where customers are and what device they’re using — as well as what they’re doing, advertisers and brands will need to understand.
That is hard to do without incorporated data from every customer touchpoint–data today, that for many companies resides in silos.
Mobile is only one part of the consumer experience
The reality is that during the course of their journeys as customers, customers interact with companies in many ways and through many stations.
To fully understand the paths they take in their journeys using a new and customers, marketers require a broader perspective of each customer interaction across each channel.
Marketing should move well beyond e-commerce sites and progress to participating in conversations with customers at every turn that is possible — store kiosks, mobile programs and site banner ads, simply to name a couple.
Success is hard to measure
Multi-channel customer journeys create a attribution issue for mobile marketers. Customers may use mobile devices or increase their experience, but should they buy how do entrepreneurs attribute the role played by mobile in making the purchase? And if they don’t understand the effect mobile is getting–how do they maximize the expertise to increase conversions in whatever channel clients choose?
Mobile piles on sophistication
As consumer behaviours have changed, a mobile functionality arms race has emerged, leading many companies to deploy numerous point solutions (often managed by completely different groups) to try and keep up.
The race has compounded the complexity in marketing departments (as well as IT departments) and allow it to be more difficult to acquire the single client view that is vital in delivering the very best experiences. Inherent in the race is the need to understand where and when to put your bets on new technologies.
The sure thing of today could quickly turn into tomorrow’s also-ran.
The Secret to Context Marketing: What is Required to Crack the Code
The challenges inherent in delivering creating and optimizing campaigns that are context-driven are clear, but how do marketers surmount those challenges? How can they drive involvement that is mobile and create connections?
The next two articles in our series will provide insights into how to make the transition from mobile laggard to cellular leader, and will outline steps needed to develop and deliver effective context Advertising campaigns, including how to:
– put at the heart of the plan
– employ a smart approach to information
– know the context
– quantify and campaigns
– strategically use design that is responsive and adaptive
