There's more to a successful mobile campaign than an app
Given the user-focused experiences, dizzying choice and clear success rates in attracting and engaging traffic, businesses can be forgiven for centering entire mobile strategies around a dedicated app.
Everyone else is at it and this is a surefire route to the online promised land...right? Well not exactly wrong, the increasing popularity of App Store, means that online retailers and businesses can leverage decent and immediate exposure.
On top of this, the appetite for mobile content is growing all the time. According to a recent survey from the European Interactive Advertising Association, we spend the following hours per week, browsing the following:
- Mobile internet: 6.4 hours
- Newspapers in print: 4.8 hours
- Magazines in print: 4.1 hours
Whilst it is clear from the above that an app could reap rewards for your company, app users do remain a minority of the overall mobile community. Most of this mobile content will be consumed over the regular mobile internet where audiences can reach ten times that of an app (Mobile Media Metrics).
Don't also turn your back on good fashioned, back to basics text messaging, especially on the back of marketing initiatives from major operators.
Before deploying your mobile strategy - make sure you know and understand your target market.
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