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BizReport : Advertising archives : August 19, 2015

Expert: Why brands need to think mobile

According to several studies about half of digital media is now consumed on mobile devices - primarily smartphones and tablets; researchers have also found more consumers are going mobile-only - they're disconnecting landlines, they're streaming content rather than using cable or satellite. One expert believes it is time for brands to reinvest in mobile.

by Kristina Knight

Kristina: What makes mobile a great platform for brands?

Marla Schimke, VP of Marketing at Zumobi: With more than half of all digital media use occurring on smartphones and tablets, and consumers increasingly becoming mobile only, there's no denying the fact that a shift to a mobile-first mindset is essential in reaching your target audience, which for many brands is the millennials--who are the age group leading the mobile takeover. More than nine in 10 millennials have smartphones, and they use them like another limb. So it is no surprise that they spend an average of 50-100% more time on mobile than on desktop today. With all this interaction time comes increased ROI due to immense opportunities for personalized, targeted content that speaks directly to the user on an individual level.

Kristina: From a business standpoint, what are brands doing right in mobile?

Marla: Brands are understanding the power of mobile and beginning to invest accordingly. There is a more wide spread acceptance that mobile is here, and it's not going anywhere but up. If brands weren't thinking mobile first in 2014, in 2015, with mobile officially surpassing desktop, it's too big to ignore.

With the awareness of mobile's importance, brands are paying attention to mobile marketing technology platforms and all they have to offer--they're realizing there are ways to streamline content amongst all engagement channels, if they know where to look.

Kristina: What benefits does mobile offer brands that they can't get elsewhere?

Marla: Perhaps the biggest benefit of mobile is its ability to engage with the consumer anywhere, anytime. With a Content Hub that can be accessed on the go, users have the freedom and flexibility to engage with brands on a more personal level receiving the right content in an interactive way, can lead to brand loyalty, activation and conversions. Brands also have access to unique data to help them better serve their customers.

More from Marla and Zumobi later this week, including how brands can harness the power of mobile.

Image via Shutterstock

Tags: advertising, branded marketing, mobile marketing, Zumobi

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