They are with consumers nearly all the time, and they are almost always “on”. Mobile devices are still capturing people’s attention, with upgrades, new products, apps, and features. But what is really going on in the world of mobile marketing in Trinidad and Tobago?
Does size matter? Do people really pay attention to those mobile ads? Which industries are spending more on mobile marketing these days, and why? There are some recently released surveys that can help you better understand what’s going on in mobile. Hopefully, that information can help you decide whether to answer the call to go mobile, or help you to tweak your existing plans. If nothing else, it can help you understand the marketing medium a little better.
Companies spend a lot of time and money creating mobile – friendly ads, so it would be nice to know if anyone actually looks at them. The answer, according to a survey from Prosper Mobile Insights is yes, sometimes, in certain situations.
* Three-fourths of mobile users pay attention to ads when they are surfing the web, either regularly, or occasionally.
* Nearly 60% of smartphone and tablet users do so while visiting social media sites.
* Men are more likely to pay attention to mobile ads while surfing the web, watching videos, or even shopping.
* More than half (51%) of men say the ads they watched influenced the products and brands they purchase, compared to 43.7% of women.
* Nearly half of the people surveyed did not seem very interested in paying for ad-free social media sites.
Results like this indicate that mobile ad spending is worth while. The key is to research placement and message to target your audience where, and when they are more likely to give you their attention.
To keep pace with the ever-expanding use of smartphones, tablets, and other mobile devices, many industries have been increasing their mobile budgets. The industry leading the charge is finance, with the largest reported mobile ad budget of all verticals on the Millenial Media platform.
* The goal for the finance vertical is less about maintaining a market presence, and more focused on lead generation – at 70%.
* The same study found that mobile financial consumers have a higher mobile penetration rate at 80%, and more likely to have a web-enabled device that isn’t a phone.
* Creating a spot-on user experience for tablets would benefit financial brands hoping to lead users to websites or mobile apps.
* These customers also preferred apps for providing information on mobile devices.
There are a lot of sizes to select. There’s quite a range from smaller smartphone screens like the Sony Xperia mini (2.5 inches) to mid-sized screens, like the Kindle Fire (7 inches) up to the largest tablet screen – the Samsung Galaxy Tab (10.1) inches. Which one has a better Click-Through Rate (CTR) on mobile ads?
According to a Jumptap study… size does not really matter. The highest CTR came with the 7 inch Kindle fire, The 4 inch iPhone was 3rd, with the larger Galaxy Tab in 5th. The 7” Nook was last. So apparently, size doesn’t matter… the user does.
Mobile continues to attract users, create more opportunities for marketers, and to keep people engaged at all times, and anywhere. Taking advantage of the popular devices, and the way people use them is a matter of keeping pace. For effective mobile marketing in Trinidad and Tobago, learn your customers, and you can better help them learn about you.
Do you have a mobile ad strategy in place? Contact us and we can work with you on options and ideas.