If you have the time this BCG overview (here) is packed with plenty of detail on the mobile business sector.
As well providing a great deal of technical info regarding the makeup of the typical mobile operating stack, there’s a lot of useful data for marketers.
We learn that a 4G signal’s now available at the summit of Everest. OK – it’s still unclear how that can be productively be used for marketing purposes. But it’s clear that there are now fewer places to go on holiday to avoid email these days.
Much more relevantly the report explains that 20% of US Millennials only use their smartphones to go online. Once again, this is more evidence of why an advertiser’s mobile strategy is naturally becoming their digital strategy, as a result of such intense mobile adoption.
In fact 60% of global consumers who own a mobile use it as their primary means of getting online. We would suggest that marketers of consumer and lifestyle goods to audiences in their teens and 20s should seriously consider using mobile on their digital media schedules as the majority and the default.
Of course a layer of desktop activity could be included to optimise reach, but we would argue that mobile is the primary digital medium for this demographic and should therefore receive the significant majority of advertising dollars.
Clearly a significant amount of work is required in terms of creativity and impact on the small screen. But if it’s feasible to conduct complex banking transactions on a smartphone then it has to be possible to compellingly communicate a brand’s promise through a phone’s screen and controls.
We’ve already seen some very innovative creative formats successfully deployed. Ones that are designed for touchscreens, gyroscopes and that are enhanced by locational data. Native style formats are also not doing any harm either.
Measurement, whether it be in-browser or in-app can be a challenge but the latest probabilistic techniques that go beyond cookies would seem to be helping.
In fact significant progress in the field of tracking has been made in a very short time. Up until relatively recently it wasn’t even possible to track users in a smartphone browser when the phone moved between cellular and wifi. Now it can be done, which means mobile advertisements can be more effectively managed and attributed – as marketers expect.
And in the meantime if you do have plans to run a geo-fenced campaign aimed at the fearless Everest sherpas, you now know how to do it.