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The research findings focus on customers’ experience of marketing through mobile technology, at a time when mobile devices have become the center of gravity for digital media. Rosetta’s Vice President of Mobile, Daniel Blackburn, said in a statement that “it’s clear that we are evolving from a ‘property’ approach to mobile marketing.”
The Buyer’s Journey
Instead of apps, sites and campaigns in silos, he said, “savvy marketers combine these assets to provide real value to the consumer across the buyer’s journey.” Not every brand can afford to be everywhere at once, BlackBurn said, so the key is to “prioritize the most impactful tactics.”
That prioritization, the agency said, should be focused on usage patterns, and on user expectations and motivations -- which Rosetta described as “critical moments in the buyer’s journey.”
Context is one of the aspects of the journey. The agency’s research emphasizes that, with mobile devices, the context of use is key to understanding the effectiveness of a particular piece of marketing. As an example, Rosetta found that 81 percent of respondents use their tablets in the living room – while they are watching television, which changes the impact of a message that is unrelated to the program being viewed.
Expectations, Best Practices
For mobile apps, Rosetta found that users are rapidly building high expectations as to the quality of their experience. If an app is frequently used, users expect it to be immediately available. Users also expressed dissatisfaction at apps that do not detect location when that would help the task at hand, or that require such navigation as “go back.”
For mobile-based search, the report found that tablet and other mobile searchers are more motivated in finding the desired results than their counterparts using desktop computers. The research also found that best practices for mobile search should include tablet-specific landing pages, ad text and calls to action, and that marketing budgets would best conform to day-part usage patterns by the desired audience.
Based in Princeton, New Jersey, Rosetta is a consulting-oriented interactive agency that emphasizes consumer research to drive brand experiences. The mobile marketing research was presented this week at the Forrester Customer Experience Forum in Princeton, of which Rosetta was a sponsor, and was based on client conversations and studies conducted by Rosetta’s Consulting practice, its Search/Media team and its usability lab.
