Getting Mobile Right [REPORT]

Millward Brown Digital released the Getting Mobile Right report, identifying the optimal approach for marketers to drive brand growth through effective mobile marketing strategies.

“Marketers are expected to invest nearly $20 billion1 in mobile marketing in 2015, but many are still struggling with the optimal approach,” said Stephen DiMarco, President, Millward Brown Digital. “Like all new marketing opportunities, getting mobile right starts with understanding the consumer. Consumers have a different type of relationship with their mobile devices – it’s an inherently more personal experience – therefore mobile changes the dynamics of relationships that consumers have with brands.”

With mobile now surpassing TV as the most-used screen among multiscreen audiences2, there remains little question about the opportunity this “always-on” channel presents for marketers.

The report highlights the key mobile business questions that should be top of mind for marketers and suggests next steps to help marketers get mobile right:

Understanding where and how consumers use mobile is critical to successfully engaging them – social, location and apps all play a role.

•     Over one-third (34%) of shoppers perform shopping related activities on their mobile devices while in-store.
•     23% of shoppers that use a mobile phone in-store use a social network. More than half of them use the social network for product or brand discovery or for peer feedback on purchases rather than for socializing.
•     Many consumers (46%) use both apps and browsers when mobile shopping. Additionally, 72% of consumers who use shopping apps have fewer than five of them installed on their phones.

For mobile advertising to be effective, marketers must understand how channel insights inform the creative and media. On average, mobile advertising campaigns outperform on key metrics, including: Brand Awareness, Brand Favorability, and Purchase Intent.

•     Top performing mobile display ads feature consistent branding, a simple color palette, a focused message and a perceived value to the consumer.
•     Best-in-class mobile video ads intrigue consumers by starting a story but not telling the whole story. They also work best when they combine video with an interactive layer, use simple and clear messages and aim for a strong emotional response.
•     Synergy between creative and media is key – mobile campaigns deliver within the target audience more than half the time, compared to one-third of the time for online.

“It’s important that marketers begin to transition ‘mobile’ from a buzzword to a key component of their marketing strategies.” said DiMarco. “This report provides that deeper insight needed to help marketers get mobile right.”

To download report CLICK HERE.