Holiday Marketing and The M-Factor

Mobile is likely to play a bigger role this holiday season for everything, from music listening, video viewing, image capturing, socializing, discovering, researching, shopping and more. According to  Facebook Insights blog as high as 45 percent of all Shoppers research on Mobile prior to any purchase. mtl_blog1_graphic1Mobile contributed to 30 percent of all conversions from Jan-May 2015 (24 percent on a phone, 6 percent  on a tablet). During that same period, the frequency of mobile purchases increased 35 percent.

Percentage of  customers purchasing on a mobile device steadily increased. And in Q4, Facebook IQ predicts that the percentage of online purchasers who buy on mobile will grow 30 percent.

 

According to Statista as high as 107 Million watch video on Mobile, making it an important digital tool for reaching the Omni-channel shopper. Millward Brown’s research has seen distinct pattern on use of Mobile browsers and apps for different stages of buyer journey.

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In App promotions are seen as key channel for retaining existing customers. However App Discovery is not limited to App stores and marketers can optimize the app install campaigns with Search Advertising. Mobile Video ad spend has continued to increase from Q1 2015 to Q3 2015 and has gone up from 32 percent to 65 percent. For Online Digital Video the time spent by audiences is highest on Google sites at 286 minutes followed by Facebook at 173 minutes, with 245 million and 217 million visitors for Google sites and Facebook as of August 2015.

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Designing your campaign for Mobile; here are three takeaways for Mobile Marketers from Facebook IQ Research:

Think people, not devices

To reach the consumers at the right time, understand how consumers engage, discover and share.

Know the journey

Mobile’s role in driving buying behavior—both online and offline is key prior to arriving at any conclusions about the performance of the channels. In an Omni-channel customer journey it is important to understand the role of Facebook in driving visits to your site.

Design for the thumb

Personalization, visualization and experimentation are key to getting your Mobile strategy right. To create better mobile campaigns, Facebook recommends advertisers understand the context that mobile users are interacting with your brand.

Source: Facebook, Statista

 

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