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BizReport : Mobile Marketing : December 31, 2015

Top 3 mobile challenges

Mobile web. Mobile apps. Is one better than the other? Most of consumers' time on mobile is spent in apps, but when they choose to buy products they continue to buy via browser windows, and many continue to find apps from browsing the mobile web. One expert breaks down the three biggest challenges in mobile.

by Kristina Knight

Challenge #1: Apps have better performance and engagement.

"Although this is also reflected in the price (mobile app traffic is significantly higher priced), video and interactive formats, which are becoming more integrated into the publisher mix, can make the mobile web inventory more competitive in terms of offering engaging content and yielding higher CTRs and performance. Using mobile web focused deep linking campaigns and video ads can also drive up mobile web performance significantly," said Galia Reichenstein, COO & Head of U.S. Sales, Taptica.

Challenge #2: Faudulent and un-viewable traffic.

"Brands need to be extra careful with the traffic they are booking. Tools must be implemented for branding campaigns to watch out for issues as the mobile web helps achieve marketing goals of raising brand awareness among locally relevant users," said Reichenstein.

Challenge #3: Consolidation.

"Apps are heavily controlled by the app store owners (Apple and Google). As a result, both have control over the rules and regulations -- how apps are built, what apps get promoted, and charge a percentage of the revenues they are generating. Brands have an opportunity, as referrals to mobile sites are increasing, to create a good mobile web experience by mobilizing their site (which is also easy to share between users and social networks with a link/QR code), which is accessible to all users via a browser across a range of devices (iOS and Android)," said Reichenstein.

Image via Shutterstock

Tags: mobile apps, mobile browser, mobile commerce, mobile marketing, Taptica

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