Three important points for mobile marketing activities

Halloween is over, and it's time to start making plans for the holidays, at least in terms of media purchases. For months, we've found some early reports that have done some research on this year's holiday shopping, especially online shopping. Overall, the situation is very optimistic. Some studies say 81% of consumers will go on holiday shopping through the internet this year, compared with just 54% of respondents last year. There are other reports that 83% of consumers say they prefer to shop online at Thanksgiving rather than shop in favour, while 21% per cent expect spending on online shopping to increase this year. In fact, you will find that almost every report expresses the same message that consumers will be doing more online shopping this year.

So what is mobile media?

I have asked this question, the marketing research director of Insightexpress, a market researcher, Joy Liuzzo. According to Liuzzo and the company's recently launched Mobile Consumer Research Report, "Digital Consumer Overview", 2011 holiday shopping will be an unforgettable year, not only because consumers spend on online shopping will peak, but also because of mobile network applications.

This is the company's 18th report on consumer perceptions of advertising, which shows some interesting data. Most importantly, the report confirms that some smartphone users are willing to do some holiday shopping on their mobile devices this year. In order to take advantage of this opportunity, there are some things that brand makers should keep in mind. Based on the data analysis of the Insightexpress report, the following are three major issues to remind marketers about holiday mobile marketing activities:

First, men are more biased towards mobile devices, while women have less preference. More male users have their own smartphone--39%:30% than their female counterparts. Have you ever thought that male users are more likely to go on holiday shopping through their mobile phones? 50% of male smartphone users intend to do so this year, with only 39% of smartphone users willing to do so.

This is worth the marketing staff to think about it. In recent mobile marketing campaigns, how much are you targeting male users, and to what extent are women users? Do you already have an appropriate strategy to effectively cover these users during the holidays? When it comes to online shopping, brand makers tend to think that female users will be more active buyers, which seems to have become a mindset. But if you still ignore male mobile users this year, that could be a huge mistake.

Second, mobile rich media advertising should be towards the direction of static banner advertising. As I wrote in my column last week, static banner ads are widely regarded as extinct formats, but they still play an important role in the mobile media sector, and that means mobile rich media advertising. According to Liuzzo, mobile-rich media advertising offers brands a chance to educate consumers because consumers are now accustomed to interacting via mobile phones. This is what they expect, and if the brand is not able to provide this opportunity, your ad may not be able to achieve the desired results.

In other words, rich media banner ads often do not play a good brand effect until the third or fourth round of playback, and static banner ads from the first to provide the audience with important information. That's why the ad format still works. When you design mobile rich media ads, you can get some inspiration from static banner ads, keep your brand image prominent, information delivery timely.

Third, the expected number of consumers shopping, and raise this expectation. According to the report, consumers ' shopping intentions tend to be not always exactly the same as real holiday shopping. But if there is any difference, it is that consumers will eventually change their behavior in the most unexpected way. When asked about the accuracy of the consumer response in the survey, Liuzzo said consumers said they would do so, and that the users who did do so were up 50% per cent last year. In other words, this year your target audience will have a great opportunity to spend more time and money on mobile shopping than you or their own imagination.

And some 16% of consumers who are unwilling to shop in crowds during the Thanksgiving weekend will spend holiday shopping on their phones on Thanksgiving Day. "From a social standpoint, this is perfectly acceptable," he said. "Liuzzo said. "At typical holiday family gatherings, both the owner and the guest are embarrassed to sneak off and shop on their laptops." But now they can easily take out their mobile phones, they will be able to handle the gift list of some gifts. ”

So when you're planning for a media purchase, be sure to increase your promotional efforts on the mobile platform in the Thanksgiving and black Friday, as 29% of male consumers and 31% of female consumers plan to use their mobile phones for shopping. Smartphone users have begun to study holiday gifts and go shopping, and if brand owners fail to effectively advertise these consumers these days, they may lose some big orders.

(Original starting on November 3, compiled: Zeng Cui)