Summary: Mobile marketing companies should look towards reaching consumers through social media networks.
With more consumers across the globe choosing to access social media websites via their mobile devices, it is becoming increasingly important for marketers to maintain a connection with smartphone owners on the go.
In its latest report – entitled Social Media Marketing on Mobile Devices Turning Challenges into Opportunities – eMarketer reveals how firms can employ various strategies in order to reach out to these users and attract them to their services.
If they want to see a boost in revenues, companies must begin to recognise the benefits that can be reaped from the rising presence of the mobile platform and use it to their advantage.
The report stated: “As devices integrate social media more deeply, such as by making it easier to upload photos from a mobile phone to a social site, it reinforces the mobile-social virtuous circle, making it even stronger.”
A recent study conducted by Nielsen discovered mobile phones are the second more popular form of accessing social media networks, with 46 per cent of respondents claiming to use their handsets for this purpose in 2012, up from 37 per cent in 2011.
Meanwhile, eMarketer also pointed to figures released by Google in March 2012 that found in the US, 60 per cent of smartphone users visit social media sites daily, which is a six per cent increase from July 2011.
Chia Chen, senior vice-president and mobile practice lead at technology and marketing solutions firm Digitas, said the most engaged consumers on social networks are those accessing the platforms via their phones.
“So the question is, how do we think about it from a mobile perspective in the beginning? How do we make the social experience for them mobile at the core?” he added.
The eMarketer report advised business leaders to think broadly and carefully when it comes to implementing a mobile-social strategy and recommended getting to know the ways in which individuals use their devices, as well as the differences that can be found between someone on a tablet and someone accessing Facebook via their handset.
It stated this information is “critical to constructing social marketing campaigns”, while it is also imperative that marketers make their content accessible across all phones.
When it comes to giving their Facebook or Twitter strategy an entire overhaul, marketers should give less attention to promotions tied to their brand page and more to the material delivered on their news feed. Facebook’s mobile usage in particular is rising rapidly and for devices with small screens, its newsfeed is the first port of call for many consumers.
For eMarketer, this transition is not just about adaptation, rather it is also about opportunity and making use of functionalities such as photo-sharing or other top activities of mobile-social customers. By focusing on imagery instead of text in social media marketing via mobiles, companies are likely to find they attract the attention of consumers on the go quickly and more efficiently.
Indeed, analytics firm comScore found visual marketing components can be crucial to a business’ strategy, after it found 45.4 per cent of online users viewed at least one video over the course of a month in 2012.
Dynmark is the power behind global cloud mobile messaging and mobile marketing. We help organisations from SME through to global enterprise, to leverage the power of messaging as a business communication tool, for marketing or operational uses. Read more about Dynmark here.