The phrase “I need more ‘Me’ time” is one that resonates with most people, and for good reason. Luckily, the last few years have seen mobile industry advances that put “Me time” at millions of user fingertips. According to Arbitron Mobile, each user spends about 864 minutes of “Me Time” on their mobile devices each month.
Yes, that’s a whole lot of minutes, however this time spent on mobile devices isn’t as “mobile” as you might think! According to the Arbitron study, 68% of this time is spent at home watching funny videos, playing games, “window” shopping or otherwise using devices to relax and unwind.
While such “Me time” appears to provide plenty of opportunities for mobile marketers, data on the subject says otherwise. According to AOL/BBDO, mobile advertising performs poorly regarding key ad effectiveness metrics. Why? Most messages get in the way of entertainment, aren’t relevant or are simply easy to pass over. Brands and marketers send content that doesn’t target the consumer or isn’t aimed specifically for mobile devices. Let’s look at several ways to make such mobile marketing trends work:
Think “Big Picture”
Rather than sticking to “conventional” mobile marketing tactics or strategies, opt for a campaign utilizing underlying motivators that result in mobile interactions. SEO experts say in order to match current high traffic with conversion rates, marketers need to carefully examine big data insights to understand activity impact and reduce if not eliminate the “spinning wheel syndrome” many brands deal with regarding mobile marketing.
“Me Time” Remains Essential
When considering mobile marketing strategies, think about campaigns that help users indulge or otherwise enjoy themselves. Another cornerstone of mobile marketing success is creating interesting, digestible, engaging content, such as those that feature stunning images and videos. Brands who have experienced mobile marketing success always use these tactics.
Remember Mobile “Motivators”
Creating campaigns that include assorted “motivators” is also key to mobile marketing success. Ask users their opinion through media-centric advertising, or create a campaign that inspires use of social platforms. Creative mobile marketing campaigns that attract and accommodate users are the most effective, and the sooner marketers make the right changes, the more success they’ll have. After all, one out of three internet usage minutes comes from mobile accounts!
Mobile is Here to Stay
Research indicates tablets are set to outsell PCs this holiday season, with tablets overtaking PCs in popularity for good by 2015. This shift means people are consuming more content than ever, including 43% of people reading more magazines and 40% reading more tech news. Yet smartphones are predicted to become the most popular device, and could take as much as 71% of the market by 2015.
Remember, an effective campaign requires creative, engaging content that’s shared the right way! Keep this in mind and you could become the next mobile marketing giant!