Mobile technology is embraced by every demographic of consumer – it seems there are no boundaries for this movement. However, given how ready-to-buy mobile consumers are, relatively few advertisers are taking full advantage of numerous online marketing opportunities.
According to Nielsen's xAd-Telmetrics Mobile Path to Purchase Study, more than 60 percent of respondents indicated they ultimately make a purchase based off of information found through mobile searches. Of course, knowing that mobile marketing works is much different than understanding how to implement it successfully.
To achieve desirable results from mobile marketing, advertisers need to know their target audience and how motivation differs between smartphone and tablet users. Successful mobile campaigns cannot use generic principles to attract leads – content must be personalized and directed toward specific users.
Remember, smartphones are used more for finding businesses, while tablets are embraced for researching – both can help tailor future outreach programs. Whether targeting consumers to increase brand awareness, build a lead list or encourage immediate transactions, mobile technology can play a big role in the success of businesses across all industry sectors. Therefore, marketing strategies should be revamped to include mobile lead generation efforts supported by social media, direct mail and content marketing campaigns.