Marketing City

Mobile only an Extension of Desktop Marketing?

By SiliconIndia   |   Thursday, November 29, 2012
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Bangalore: Mobile is undoubtedly the fastest growing digital channel among people, but  new findings which were revealed by research firm Forrester as well as the mobile marketing and advertising company –Velti, shows that most marketers continue to treat it as an extension of desktop computing rather than taking full advantage of its unique marketing and advertising opportunities; as reported by John McDermott via adage.com.



Instead of embracing mobile specific marketing tactics, marketers were more likely to just buy mobile advertising.



Only twenty-seven percent  of the 139 marketers studied in the "Present & Future of Mobile Marketing" report have been found to  make use of push-based alerts, with even fewer (twenty-five percent) taking advantage of real-time location-based marketing. And about only twenty-two percent of the surveyed marketers said they use mobile as a community development tool.



Krishna Subramanian, Velti CMO, in a recent interview suggested that that marketers tend to make the blunder of viewing mobile as only a way to reach users' eyes.



"When marketers are looking at mobile, they need to look at entire funnel and not just the top, once you get them there, how do you make money from them?"  Subramanian stated.



He added that marketing and advertising campaigns that are tailored specifically for mobile devices are up to eight to nine times more effective at converting new targets. When marketers fail to do the same, they end up being "generic," Subramanian said.



Despite mobile offering a host of unique tracking as well as targeting opportunities, the majority of marketers simply overlook them. Instead, marketers use KPIs built to measure desktop ads to assess the performance of mobile marketing and advertising.



Meanwhile, marketers with enough knowledge and  experience in mobile are beginning to make more targeted decisions, with a significant number of marketers now being able to target based on a user's location, household income, phone type as well as wireless carrier.



Mobile ad spending reached $2.61 billion this year and is predicted to boom up to $11.87 billion in 2016, according to the market research firm eMarketer.


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