The next big marketing trend


You may have heard of the “mobile gap”: Mobile usage is exploding, but publisher ad revenue can’t keep up . However, at the same time, another gap was opened. This is the amount of time between a consumer’s time spent on mobile devices and a marketer’s commitment to mobile content.

As of last year, Mobile is the most used digital platform . Industry analyst Mary Meeker emphasized tremendous influence of mobile phones for her 2015 Internet Trends Report . Time spent on mobile digital media has increased by 90 percent in the past two years according to comScore and in 2015, consumers will see 39 minutes of video every day on mobile devices.

It’s not that people are giving up on their desktops entirely. It’s just that they’re spending significantly more than time on mobile apps and mobile web.


As expected, marketers are taking action. Mobile advertising is on the rise, with investments expected will surpass desktop ad spend at the end of the year. But will it hit a wall soon? This early year, The Wall Street Journal posted a story made a point: despite increased mobile activity, many mobile media — like games and messaging — present an advertising challenge. Ezra Palmer, chief content officer at eMarketer explains: “A lot of mobile activity is not beneficial to advertisers or invisible to advertisers.

Meanwhile, even though video ads appear highly attractive on the small screen , some marketers still struggle to create real connections with customers through mobile. “If mobile ad formats don’t evolve and improve, mobile advertising will be downgraded to profitability — used only for direct response and lead generation, ” Eric Bader, CMO of digital advertising platform RadiumOne, told Adweek . “What is missing, and to the detriment of brand advertisers, are formats to deliver emotion and warmth.”

Put mobile users first

One solution to the mobile problem of brands could be to create more content and deliver that content in particular. monopoly through mobile devices. Brands of all kinds are experimenting with this tactic in recent months. In July, Doritos kicked off first campaign for mobile only engaging social media influencers to make 3D videos available only to mobile users.

Krispy Kreme took a similar hit in September. For its annual “Speak Like Pirates Day” promotion, it targeted mobile ads geographically to reach consumers within 5 miles of a store location. To appeal to those consumers, the donut brand was launched content-rich mobile site . , can earn free donuts for them.

It’s a twist of the mobile-first concept as we know it, which often involves brands developing content that takes into account mobile user behavior and screen limitations. Instead of creating videos and optimizing them for mobile devices, these brands are creating fun and interactive content specifically for mobile users.

Take advantage of mobile apps

Mobile technology company Zumobi, which has worked with brands like CoverGirl, Mercedes-Benz and Snickers, agrees it’s time for brands to make mobile content a more important part of their campaigns. their translation. Marla Schimke, the company’s vice president of marketing, said: “Marketers today would be crazy not to embrace mobile content marketing strategies with the move to mobile devices. universal movement”. Mobile app usage has grown 63 percent over the past two years, with consumers now accelerating more than 37 hours per month . Since 2014, using mobile apps has made 52 percent total social media engagement. Much of this time is spent on social media, games or radio. Facebook and YouTube rank among top mobile apps in terms of visitors. Instagram, Twitter, Google Plus, Snapchat and Kik all top 25.

To reach this large audience, Heineken made a new TV spot, advertising the sponsorship of the upcoming James Bond film. Specter, Ready for First Facebook Mobile Users . The brand is also inviting smartphone-carrying consumers to check out limited edition Bond-themed products in-store for a chance to win free movie tickets and access to behind-the-scenes video footage. school.

“Our launch with Facebook for mobile allows us to quickly reach and engage with a large and extremely targeted audience that is 1 in 007 tickets. ad-free movies actively drive sales and ensure in-store visibility for the brand,” said Ralph Riis, senior vice president of marketing, Heineken USA, tell Mobile Marketer .

To promote the finale in early October of Fear the Walking Dead AMC co-operate with T-Mobile and Shazam to offer mobile users an exclusive bonus video when they use the music recognition app during the program launch.

When developing content for brand apps, Schimke says marketers don’t need to “reinvent the content wheel.” However, she recommends offering a mix of both existing and new content.

Zumobi’s client Bank of America recently adopted this approach to promote sponsorship of the Special Olympics. They fill the Bank of America app with inspirational multimedia stories about Special Olympics athletes, some of which can’t be seen anywhere else. “Once a brand has put all of their content into an app, they can leverage mobile banners and interstitials to drive traffic back to that app,” explains Schimke. .

Ultimately, these brands are succeeding by adopting a mobile-first approach to their content marketing, and the rest of the industry will follow. Internet users have wholeheartedly embraced mobile web and apps. It’s time for brands to catch up and close the gap.

By Nguyen Manh Cuong

Nguyen Manh Cuong is the author and founder of the nguyendiep blog. With over 14 years of experience in Online Marketing, he now runs a number of successful websites, and occasionally shares his experience & knowledge on this blog.

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