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The significance of mobile marketing – Does your marketing strategy measure up?

Online Marketing | Mobile Advertising | Jetweb

With 68% of the world’s population on mobile daily, mobile marketing is a significant slice of any marketing strategy. It is pertinent to understand the uniqueness of the mobile environment and how best to create experiences that enrich the consumer journey, and establish relevant, real human connections. In this post we unpack some frequently asked questions on navigating the mobile ecosystem.

What is the significance of mobile statistically?

  • 68% Of the world are active on mobile devices.
  • 7 Million people access social networks from a mobile device.
  • 61% Check their mobile devices within 5 minutes of waking up, and every 5 minutes thereafter.

How are consumers engaging on mobile?

Consumers are constantly on the go, and their go to device for information is their smartphone or tablet. In Google’s publication “Micro-Moments: Your guide to Winning the Shift to Mobile” they highlighted four common scenarios mobile users engage in.

  • I want to go…
  • I want to buy…
  • I want to know…
  • I want to do…

Google defines these micro-moments as “critical touch points within today’s consumer journey, and when added together, they ultimately determine how that journey ends,”

Understanding these micro-moments is the first step in making a connection with your consumer on mobile.

So how do I engage with consumers on mobile?

Here are a few important points to remember when developing engaging mobile creative.

Consider the journey of the consumer

  • The average mobile user session time is 5 minutes.
  • Provide useful information
  • Ensure the information is easy and quick to consume
  • Create a strong call to action, and terminology that recognises the unique mobile environment.

Is your content relevant for the consumer?

  • By using smart targeting, as a marketer you can reach people according to their search behaviour, location and search time periods.
  • 45% Of mobile users are happy to click through on an advert relevant to their needs in that moment.

Respect the user

  • Don’t be forceful in your advertising. Consumers want to feel they have the option to engage in your advertising, not be forced.
  • Avoid using creative that is not user initiated such as pop-up advertising, or obstructive on page content.

Rich media essential

  • Utilize rich media to build a stronger, personal connection with your consumers. Nicole Liebmann, head of Mobile at Exponential says, mobile users are directly touching our ad units, an advert that encourages them to swipe, tap or shake, allows the consumer to move through and experience the ad in a more organic way.
  • HTML5 is fantastic for building rich media mobile adverts tailored to the mobile environment.

Advertising is no longer a case of billboards, pamphlets, pop-ups or intrusive email marketing. Brands could take advantage of the native functionality of mobile devices to engage with their consumers and create experiences that bring consumers back time and time again. All you have is 2-4 seconds to grab the consumer’s attention.





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