The Influence Of Mobile Marketing Across The Globe


04 Feb The Influence Of Mobile Marketing Across The Globe

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According to Deloitte’s 2015 UK Mobile Consumer survey UK consumers collectively look at their smartphones more than one billion times a day. This is primarily unprompted in order to see if we have a message, check social media, or look for information. This can happen on the go whilst travelling, at work or just in front of the TV. Basically this means we can be reached via our mobile phones at any time of the day or night, wherever we are in the world.

The Salesforce 2015 State of Marketing report found that 46% of marketers in the UK are using some form of mobile marketing this year, including SMS, push notifications, mobile apps and so on, compared with only 23% in 2014.

We have never been so connected and marketers are utilising this. Yet it’s not just the UK. Mobile has enabled a form of global marketing, opening barriers that were much harder to cross before smartphones, enabling a marketing campaign to spread across the world far easier than ever before.

Cross the globe to Latin America and you will find nearly 400 million mobile phone users in 2015. The region’s mobile industry accounts for between 4% and 5% of Latin America’s economy – compared with about 2% in more developed markets such as the US and major European countries.

Globally, social networking is a major driver of internet use. According to eMarketer Brazil, Latin America’s largest smartphone market, is a good example of this trend. It estimates that by 2019 nearly 88% of the country’s social networkers will use a mobile phone to keep up with contacts and the mobile social population will reach 90.5 million.

In Brazil, SMS campaigns are growing in popularity, but one of the formats they have been using there is sponsored calls. This is where a consumer receives free minutes in exchange for hearing advertisements.

Internet users in Japan are at 86% making it the fourth largest internet population in the world after China, USA and India. Mobile usage here is at 122%, meaning that on average people own more than one device. However, despite the fact traditional media such as newspapers have declined over the years due to smart devices, print media still holds an influential position in Japan among consumers. If trends from elsewhere in the world play out, this could change in the coming years.

Meanwhile, demand for smartphones hit an all time high in Southeast Asia last year. Sales are up 9% year-on-year and almost 40 million units were shipped in the first six months of the year alone. As a result, two thirds (67%) of companies in Asia say mobile will become a fundamental part of their marketing and commerce strategy.

An example of a highly successful mobile marketing campaign from beyond the UK came from Dutch airline KLM. It wanted to encourage mobile bookings among its customers, so offered free lounge access to anyone who used the mobile booking platform. KLM took full advantage of the capabilities of mobile devices – placing the lounge vouchers in the Apple passbook / Google Wallet – and sent push notifications when customers passed near the lounge. The result was a 17% increase in visits to the mobile site and 38% more mobile revenue.

As mobile phone use has grown across the globe it has brought with it more marketing opportunities for individual countries as well as the ability to connect with the entire world 24/7 across websites, social media, email, apps and text message. However, whilst it appears that the vast bulk of companies across the globe understand the importance of mobile marketing, it is still growing. Many companies are setting aside budgets to experiment with it in the coming year and that, coupled with the fact that more than 2.5 billion people worldwide will use smartphones by 2018, means that trend is only set to continue further still.

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