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Get ready for personalized mobile marketing

Personalization of products and services is a new norm. 85% of users prefer a native mobile application. Explore how new mobile marketing tools, massive application deployment will impact your customers and business. We discuss this exciting topic with Mrs. Haringova, a marketing leader.



Mr. Harinhova having a visionary look

Q: What is mobile marketing and its on the rise?

Mobile marketing refers to a method of marketing communication based on the use of mobile devices and platforms. It includes various channels such as #SMS, #MMS, #email, #geolocation, so-called #mobile #ads, and #applications - and their number and form are constantly increasing. The potential and power of mobile marketing have been growing in recent years, mainly due to the development of multiplatform information technologies and their positive response, and the increasing use by consumers.


Q: Why is mobile marketing so important for companies?

Google has only recently announced that it had achieved a higher share of search on mobile platforms than on desktops in ten key markets worldwide (including the US or Japan). Along with this fact, there are several reasons why no company should neglect #mobile #marketing tools and mobile marketing as such in its #communication:


The first is that #smartphones and #mobile #devices have become an integral part of our daily lives. More than half of users connect to the Internet daily via mobile devices, and most do not even leave home without this device. It means that the strategy focused on mobile devices allows companies to target consumers who are constantly online.


Equally important is the fact that mobile devices have changed consumer behavior. Mobile search, videos, applications, #social #networks - all this can bring the company a profit. Those who use smartphones are called "Multi-taskers" - most people use a smartphone simultaneously for other activities, e.g., watching television, listening to the radio, reading, and more. The integration of mobile marketing into the company's communication enables today's consumers to target today's consumers much more effectively and practically 24 hours a day, seven days a week.


The decisive factor is also that devices have changed the way people buy goods and services. Tablets and mobile phones allow us to shop wherever we are and whenever we please. In addition, thanks to mobile devices, users can access information about goods and services immediately, which also conditions their later purchases. Up to 85% of users will conduct a quick survey prior the purchasing goods or services on a smartphone. Everyone who sells through the website must have an e-shop #optimized for #mobile devices. The dominant search engine used in the Slovak Republic recently released an update of the algorithm that prioritizes display pages optimized for mobile devices.


There are, of course, more reasons why we should not ignore the power of mobile marketing, but the ones I mentioned are the most important.


Q: What are the most frequent mobile marketing formats used today?

The most widely used form of mobile marketing is still SMS and MMS. Another popular form is display ads. These are very effective forms of how to get the customer to your site or e-shop. These formats are still evolving dynamically, and their price in terms of cost-performance value is favorable. The success of these formats also depends on the #content they deliver to the recipient. And on the landing page where they redirect the user. In today's fast-paced and dynamically changing world, people don't read long texts. They can't concentrate on information for more than a few seconds.


Q: What is the significance of mobile applications?

Mobile applications dominate the mobile market. Its use and importance in #mobile #marketing are enormous. Within the US market, almost half of marketing campaigns count on the preparation of a mobile application. You can download the applications from banks, insurance companies, FMCG, and TELCO companies in our region the most. According to worldwide data, the applications are changing mobile marketing. Up to 85% of users prefer a native mobile application for a mobile website.


Q: What are the challenges of mobile marketing?

Several limiting factors prevent you from successfully acquiring customers in mobile commerce, such as the screen being too small, people not yet used to the smartphone interface, distrust of securing credit cards details on mobile devices, the inconvenience of typing on smartphone, inconvenient comparison of prices and purchase options, inability to display detailed information about the product or service, or too long website load.

The merchant can't influence some of these obstacles, such as mobile device screens. However, you can control your #campaign optimization, #content, and the overall shopping cycle and #user #experience.


Mrs. Haringova confident standing and smiling


Q: Can a customer become a "victim" of mobile marketing?

Yes. Within the so-called offline environment, a potential customer may face various types of communication that may direct the customer to a mobile search. You can find such advertisements on TV, in the store. In the printed materials such as newspapers, magazines, and leaflets. OOH (posters, city lights, billboards).


The vast majority of mobile users notice mobile ads. These can be mobile ads on websites, searches, within applications, on videos, on merchant websites, and other places.


Equally important are #social #networks, which nowadays often lead the customer directly to the e-shop. They can be the primary or additional channel of mobile marketing. They also perform many other functions, such as #brand #communication.


Q: What would you recommend to businesses that want to integrate mobile marketing?

First of all, it is necessary to understand that 2015 remains a year of opportunities in mobile marketing. As I mentioned initially, the dynamically growing trend of search on mobile platforms is a prerequisite that the communication strategies of companies will move more and more to #mobile #platforms. The purchasing process and the technical or product support of existing customers should be available and optimized for mobile devices. In addition, it is essential to understand the customer's habits, what the customer prefers, and thus integrate them into the product or service. Swedish IKEA may be a good example. IKEA created the "home planner" application. Anyone with a mobile device can create a 3D design with furniture and other elements according to individual ideas. It certainly attracts the customer's attention and may lead customers to visit the traditional shop for purchase.


We sometimes forgot that smartphones are something like a "personal computer" to many users. Therefore, companies should not forget to integrate a personalized customer element. Allow them to express themself in a typical way to the customer. Coca-Cola may be a good example. They placed the first names of customers on its drinks. Social networks made this #viral, and it has resulted in millions of shared photos. Of course, such campaigns require regional #localization, and you must consider the local cultural specifics.


Q: What are the mobile marketing trends for the future?

#Personalization. Whether your internet banking will address you with your first name or a discount portal will send you emails. It will offer you a portfolio of goods and services tailored to you. Well, and last but not least. Let's not forget the new technical "#gadgets." Such as "#wearables, such as the Apple watch or various other watches that measure your blood pressure or other parameters of your health.


Finally, it is essential to remember the golden rule of selling in traditional stores, online e-shops, or mobile applications. "Who is not on the web does not exist." Therefore, #mobile and #web search engine #optimization are the keys to your #visibility on the web. A single criterium should measure the success of a mobile site: does the visitor do what we expect the visitor to do on our site?


Thank you Beata.


About Mrs. Haringova


Beata Haringova is an experienced marketing leader with extensive e-commerce, product and performance marketing, and digital experience. Beata led several successful marketing and multichannel campaigns for B2B and B2C customers in information technologies, consumer electronics, and the financial industry. Beata holds a Master's in International Business and Marketing from the University of Economics in Bratislava, Slovakia.



A series of MENITY Leaders Talk interviews.

Interview with Mrs. Haringova by Mr. Janik, a partner at MENITY.

Pictures © MENITY.