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Mobile Marketing: challenges and opportunities over the festive period and beyond

By Arunabh Madhur, Regional VP & Head Business EMEA at SHAREit Group

The festive season is a make-or-break time of year for businesses, especially in the current economic climate, and reaching consumers during this season is more important than ever. From watching advertisements to searching products online, consumers are becoming increasingly dependent on their mobile devices for every stage of the customer journey.

In the UK alone, it’s estimated that people spend an average of four hours every day clicking, tapping, swiping, and streaming content on their mobile devices. With consumers engaging on mobile and digital channels more than ever before, marketers need to quickly adapt to changing consumer expectations using the latest digital capabilities. Marketers who understand how to exploit this opportunity will reap huge gains – not only during this festive season but also as we head into the New Year.

Marketing challenges over the festive period and beyond

The past couple of years have presented new and unexpected challenges with many marketing leaders being forced into rethinking existing strategies. Whilst the digital marketing evolution is exciting and presents endless opportunities, keeping up with the latest technological advancements and rising consumer demands are just some of the challenges which can quickly become overwhelming.

One of the main challenges anticipated for marketing leaders over the festive period is the shift in digital transformation. In the age of the hyperconnected consumer, delivering a personalised experience is key for retailers and businesses who want to stand out from the crowd. Today’s consumers expect personalised messaging, and digital and mobile channels are crucial for acquiring and retaining customers. For example, a few years ago, the idea of using entertainment and gaming to reach audiences may have been considered somewhat ineffective. However, last year alone was a major turning point with lockdown encouraging mobile users across the world to spend more time-consuming online entertainment. Therefore, marketers can broaden their horizons by implementing more local and customized content into their campaigns to attract consumers attention.

Some brands are facing significant budget cuts as a result of the pandemic and rising inflation. According to a recent survey, 69% of marketers feel it has become more challenging in recent months overall, due to tightening budgets and bigger expectations. To help overcome this, implement a more cost effective mobile marketing strategy with higher added value is a significant access for brand engagement and marketing opportunities.

Leverage open platform strategy to power business growth and global expansion

Mobile marketing enables businesses to reach mobile users in specific locations — and adapt their marketing campaigns and messaging accordingly. While advertisements on popular social media platforms like Facebook and Instagram are a part of the marketing mix, brand marketers are also leveraging other popular mobile apps in their target markets to reach new audiences.

Understanding the customer should always be a priority. For marketers, it’s important to immerse themselves in the local landscape as this will help understand the behaviours, needs and habits of audiences in certain regions. Organisations must explore every avenue in order to make sure they’re on the same page as their customers, picking the correct distribution and marketing channels, and impactful messaging for their goods and services.

With internet access limited in emerging markets, ensuring that information is easy to find, digest and most importantly, share via word of mouth is essential to spreading brand message and increasing conversions. The culture of sharing exists in most markets with people using word-of-mouth recommendations from friends and family. Interestingly, people in different regions share apps through file sharing apps to help save mobile data while also transferring files quickly and easily.

Marketing is always evolving and as the costs for innovation increase, the costs for failing to meet consumer expectations are even higher. Therefore, it’s important now more than ever for marketers to focus their efforts on ensuring they have a cohesive mobile marketing plan to connect with existing and new consumers, or else risk getting left behind.

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