Feature
With Lenovo buying Motorola and a new generation of devices on the way, there's rumblings of change in the mobile marketplace. But none of the hardware and network juggling will stem the tide of mobile marketing.
Marketing campaigns are focusing on apps and social media. But as the dollars continue to flow, are marketers who are following the money risky their creativity and niche opportunities? A new infographic highlights the trends.
Traveling the Mobile Marketing Superhighway
In some ways, 2014 will replicate previous years in mobile. But for marketers, the numbers and opportunities just keep heading upward. While we've already seen the news about the Samsung Galaxy S5 — and an iPhone 6 is as inevitable as the sun rising — the device market continues to coalesce.
This week's Motorola Mobility and IBM server acquisition by Lenovo could easily put it among the big players in the battle for the mobile enterprise, as well as give it more prominence in North America. However, every sale, no matter what the device or buyer, provides yet another screen (or a better replacement one) for marketers to capitalize.
For advertisers and marketers, the focus on mobile campaigns or campaigns with mobile elements is increasing. Campaigns that encourage users to download an app are enjoying increasing success. Those apps, which users increasingly prefer, open up greater engagement. And easy social links (with Facebook dominating), increase their spread over traditional banners, as shown in this infographic from WebDAM, a web based digital asset management (DAM) company.
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Heading for a Big Marketing Sinkhole
Tablets are expected to dominate the marketing agenda, increasingly becoming the first-screen device rather than a second. Similarly, website design for mobile will become more important than their desktop equivalents, making every hi-res pixel count.
The one risk in all these numbers is that the dominating figures around iPad (88 percent popularity among tablets), Facebook (74 percent mobile reach) and mobile apps (85 percent of users prefer them) may see marketers railroaded down the obvious path, which will create a glut of advertising in the same style and places, leaving other, more creative routes, untouched.
Marketers must also focus on the quick sale and local opportunities. Google/Nielsen's report last year highlights how quickly mobile users want to act on the marketing they see. Above all, marketers need to focus on making marketing stand out, without being annoying and linking the campaign to sales through coupons, deals and other offers.
Title image by Oleksiy Mark (Shutterstock).
