Building your brand? Use mobile!


Joy Dean, head of partnerships, Widespace

It’s a fact of modern life that mobile has become increasing pervasive, a staple part of everything we do. In our daily lives, wherever we go, our mobile goes too, and with it, access to the web. According to a recent report conducted by Ofcom, smartphone usage has risen from 39% in 2011, to 51% in 2012 and 61% in 2013. One of the benefits of this always-on, always-present trend is that it creates a whole new world of connectivity for marketing.

Mobile devices offer a unique opportunity for brands to not only build simple awareness, but also to cement audience loyalty. As anyone who has observed their fellow travellers on a train or bus recently will tell you, mobile phones are never far from reach, which means we are constantly consuming content. This simplified access to content has changed the way brands engage with audiences in a way that was simply not possible before.

The modern 24/7, ‘on-the-go’ lifestyle creates specific end user problems, which brands can help to solve. For example, through location based, targeted advertising, journeys consumers make everyday, for example travelling from work to home can turn into marketing opportunities. Think about it; as you are walking home from work, an advert pops up to let you know that there is an offer on at your local, in journey path, supermarket – and there you have it, targeted, relevant advertising. As easily as providing information relevant to my needs in a timely manner has solved a consumer problem. As we are all aware, seasonal and timely messaging creates relevance and it’s through this that the audience can begin to trust the brand. This makes consumers feel like they are not simply one of the group but rather a match for the core values of a particular brand.

In addition to the specific functionality of mobile devices, the new world of mobile can open the door to dynamic engaging interactions between the brand and the end user.  From Passbook, to Gyro and scratch, pressure or facial recognition – there are a variety of exciting things to be experienced via mobile. And as our desired audiences are usually killing time online, brands can now create exciting, useful and personalized messaging opportunities. Unless we start taking our desktops outside on the streets with us and strapping them to ourselves as we go about our business, they will never be able to compete. According to research from eMarketer, smartphone dispersion in the UK has increased from 32 per cent in 2011 to an estimated 80 per cent in 2014 – the desktop simply can’t keep up!

Today, everything right down to the type of device you use will determine the messaging a brand chooses for the end user. However, the data we have goes far beyond recent web browsing history or frequently used applications. It also covers where the consumer has travelled to, how they interact, what deals they have saved or coupons they have liked, or shared. All of this gives the marketer the ability to build a truly personalized profile of that user that is twice as likely to be relevant than the data that is drawn from the desktop. Combine this with the sheer numbers and growth, by region and there isn’t another way to put it. Brands must use mobile to provide resolution-based custom content to their end users to continue to grow and truly be global, timely and relevant.

There’s no doubt that the real value of mobile is its proximity to the consumer. This means advertisers have the ability to deliver individualised, relevance, engagement and in turn effectiveness. Put simply, in order to truly build a brand, organisations need to incorporate in high quality, specific to user messaging in their mobile advertising strategy.

Written by 
Joy Dean, head of partnerships
at Widespace

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