According to consultancy Deloitte, the tablets should generate some 4.9 billion dollars in advertising revenue in 2013 and now in 2018 it has increased by 2X. Advertising on the mobile is booming and the increasingly important role of smartphones and tablets in our lives is leading brands and advertisers to focus much of their marketing strategy around mobile phones.
The era in which telephone advertising was only done with SMS is now history and now, with interactive videos or personalized offers, marketing has followed the evolution of mobile technologies and, above all, is made according to the device tablet or smartphone.
According to the consultancy Deloitte, the tablets should generate some 4.9 billion dollars in advertising revenue in 2013 and smartphones close to 3.4 billion dollars.
Advertising for tablets should be the fastest growing with a rise of 50-55% in 2014 and 30-35% for smartphones, says Deloitte, at the Mobile World Congress, which closes on Thursday in Barcelona.
But the mobile phone is much more than a new advertising tool, since “a change in the behavior of consumers with mobile phones that reaches the area of shopping, banking or travel” is taking place, Thomas Husson believes. Forrester analyst.
Therefore, brands have to adapt and optimize their internet pages for mobile phones and learn to interact with consumers in real time.
“Advertisers put money on their website, but they are not the ones who decide from where or with what device people are going to connect,” explained Philippe Leclerc, one of the founders of the mobile marketing agency Ad4screen, which operates in a fifty countries and totally increased by 2 times of the market.
But, the real revolution is that today mobile phones identify and locate customers to propose promotions and personalized offers crossing and unifying existing databases with information received thanks to smartphones.
“The demand is not the same if you dial + beauty products + on a smartphone when we are on the street in the afternoon, or if you dial at night on a tablet, sitting on the couch. will direct to the nearest beauty products store, in the other, to an online store, “said Leclerc.
Mobile phones integrate more and more sensors that allow detecting, beyond the user’s position, data such as the speed at which he moves or at what altitude he is, which allows creating new services.
“If you enter the parking lot of a shopping center, you can be offered information about available places, and the same type of information will not be proposed within the center,” explained Husson.
The idea of proposing services based on the customer’s journey is a fundamental change that will mean, on the one hand, integrating two dimensions that did not exist in marketing, and on the other, uniting all the infrastructure that goes behind to develop these services.
However, according to Husson, this new way of interacting with consumers “requires a change in the culture of companies and specific competences”, which means substantial investments.
And above all, it is necessary for the consumer to perceive the services offered based on these data as really useful, so that he is willing to share his information without feeling it as an intrusion into his private life.