Die Mobilisierung des Marketings: eine Bestandsaufnahme

The mobilization of marketing at a glance

Hardly a technical innovation has revolutionized the marketing world as much as the mobilization of marketing. Whether using a smartphone, tablet or smartwatch the possibility to be online at any time and place is radically changing modern lifestyles. This development is providing marketers with entirely new perspectives.

They are now focused to getting to know their target groups, engage in dialogue with them and maintain relationships. Mobile marketing is making it possible to get closer to customers than ever before.

The mobile shopping centre: from e-commerce to m-commerce

Companies are using mobile campaigns to reach their customers precisely where they make their purchasing decisions. An international study conducted by RetailMeNot together with the Centre for Retail Research shows: the number of mobile purchases is increasing rapidly around the world. This already accounts for significantly more than 25 percent of purchases in Germany, Great Britain, Sweden and the USA. It is therefore well worth taking a closer look at the changing user behaviour.

Smartphones and apps are at the forefront

Opera Mediaworks is specialized in ads for mobile devices. They analysed mobile usage in their own network in Germany in the first quarter of 2016. The results of this analysis show: German mobile users surf significantly more with smartphones than with tablets. 96 percent of the ad impressions in the Opera Network during this time period were displayed on smartphones. Users click on more ads in apps than on mobile websites (61 to 39 percent). The two most common operating systems iOS and Android are almost equally represented. Nevertheless, Apple devices make up the largest share among mobile device manufacturers with about a 25% share. Samsung is a close second at 22.4 percent. Surprisingly, the French manufacturer Wiko comes in third at 13.8 percent.

Inaction is a step backward when it comes to mobile marketing

Given the dynamics of the mobile revolution, companies simply can’t afford to not use the potential of mobile marketing. The risk that the competition will outperform them within a very short time is just too great. But as trends like mobile first and social media have long since become established in many marketing departments, new technologies and mobile applications are waiting in the wings. The following provides an overview of the most important technical innovations.

  • Live video: apps like Periscope or Snapchat enable users to share video with others in real time. Facebook also released its Facebook Live feature just a few weeks ago.
  • Virtual Reality (VR): special glasses can be used to experience products, productions processes, application scenarios, etc. up close. When it comes to presenting one’s company and products at trade fairs, this technology opens up new opportunities for captivating customers and potential candidates at an emotional and authentic level. For example, the outdoor brand “The North Face” takes its customers on a trip through a fascinating winter landscape using VR goggles. But, apart from a few use cases, this technology is still in its infancy in Germany.
  • 360-degree images can also be used to convey a comprehensive and authentic impression even without VR goggles and Facebook is now also offering this feature.
  • Messenger marketing: text messaging and email are now often being replaced by instant messengers especially by the younger generation. According to the Social Media Atlas 2015/2016, 65 percent of the social media users surveyed use WhatsApp. Daimler, for example, has established a WhatsApp group for social recruiting, in which candidates can gain an authentic impression of employees’ daily lives on the job.
  • Artificial Intelligence (AI): with the help of artificial intelligence, big data solutions can be used to get to know target groups better and improve customer service for example. AI solutions can be used among other things to assess possible customer behaviour.
  • The connection of mobile devices to the Internet of Things (IoT). This provides companies with the opportunity to remain in contact with their customers or purchased products on an ongoing basis. So the marketing challenge consists of using the gained knowledge to offer tailor-made services. This range of opportunities provided by IoT applications can be seen in the Walt Disney World Resorts use case.
  • Mobile advertising bears great potential especially when it comes to the young target group. Recent research conducted Quantcast shows: over half of the respondents are more open to ads on mobile devices than ads on desktop PCs. However, 37 percent of them expect ads to be relevant – 40 percent expect more creativity. Furthermore, increasingly important social media applications are strongly used on smartphones and other devices. Thus social media marketing has to be aligned with the mobile world.

For more information about mobility also read the articles: How are apps used in marketing?, Trade fair marketing goes mobile and the interview Digitalization of automotive industry at Automechanika-Marketing is about emotionalising content.

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