MERCADEO Versión en español
New study by Millward Brown Digital helps merchants grow their brands through mobile marketing
Patricia Molina| 23 de septiembre de 2014
El móvil ahora supera la televisión como la pantalla más utilizada entre el público multipantalla
Mobile devices have fundamentally changed the landscape of the media by increasing opportunities for marketers to reach consumers. However, many brands are not adapting their marketing plans fast enough to take advantage of these changes. Mobile now surpasses television as the most used display among the multiscreen public.Social networks will remain an important part of consumer engagement. 23% of shoppers that use a mobile phone in stores, do it to connect to a social network. Another important fact is that more than half of them use social networks to the discovery of a product or brand, and not to socialize. Stephen DiMarco, president of Millward Brown Digital, said: “Consumers have a very personal relationship with their mobile devices, which are authentic windows for them to experience.” Thus, “mobile devices will completely change the dynamics of consumer relationships with brands,” he added.Mobile has proven to be a very effective advertising channel: The average mobile campaign is two to four times more effective than the proposed media. But that does not mean that all mobile advertising is successful. The effectiveness of mobile advertising largely depends on developing the right creative and make smart decisions of targeting.
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