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Fernando Ballester in Mobile Marketing

Making apps in Spain profitable: mobile marketing

Up to 81% of Spaniards who own a mobile device (smartphone or tablet) regard it as an essential element of their daily lives. Such fact stems from the study carried out by the marketing company Interactive Factory. It makes it clear that both smartphones and tablets have become important communication links. The fact must also be well taken into account by those companies who are considering conducting some kind of mobile marketing campaign. Mobile marketing should be embedded in the road map of any company wanting to approach the customer easily and build a strong brand image at all levels.

Mobile marketing constitutes an ideal tool to develop creative campaigns, which can be customized depending on the target audience that a particular company would like to address. Without mobile marketing, brands would be turning their backs on a large number of users, and this is something the companies themselves want to avoid, as they are well aware of its importance. In fact, according to a study carried out by the Mobile Marketing Association Spain (MMA Spain), companies invested over 90 million euros in 2012 on mobile marketing strategy development, which implies a 45% growth compared to 2011. MMA Spain also forecasts a 65% nationwide growth for 2013, which translates into an investment of 152 million euros.

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Mobile Internet is the favorite media channel for companies wanting to develop mobile marketing campaigns; they have invested in it around 62 million euros, 68% of the total market. Moreover, mobile applications keep up as the second most valued option, but have lost up to 10% compared to 2011: from 26% to 16%.

However, MMA Spain’s predictions for this year show that the trends will vary slightly, while keeping a fixed set of parameters. Mobile Internet will remain the prominent model but investment in display (surfing the Internet in browsers and applications) will be given priority and will grow up by 23.7%. Mobile applications will also overcome their current falloff situation and are likely to climb up this year by 17.5% regarding investment. But what’s most striking is that mobile proximity marketing may become the second category to grow the most in 2013, with an increase of almost 20%. This figure is particularly relevant when considering that investment in proximity during 2012 has been just over 1%, after a fall of 10% in the past three years. It seems that the rising popularity of geolocation mobile applications such as Foursquare or Banjo, plus the increasing use of GPS in mobile devices and the backing NFC technology is receiving from big manufacturers, are factors that may drive this channel’s recovery.

Although investment in conventional media such as television or press still remains very high, mobile marketing comes as a new, direct and cheaper alternative to which users are more receptive and that allows a higher level of creativity and content personalization. In a country where the smartphone penetration rate constitutes 63% of the total mobile market, companies should devote an utmost care to all details concerning mobility, and especially everything related to mobile marketing. This discipline can attract many customers and enhance brand image to the point of making it an example within the economic sector it belongs to.

Mobile Marketing Statistics

If you opt for mobile application marketing and want to take advantage of the boom these tools have acquired recently, Yeeply is the solution. In our platform there are already around 1,500 registered freelance experts that specialise in mobile programming. Companies requiring these experts can upload their projects and choose –from among all bids– the one that suits them best to start implementing their mobile marketing strategies via apps. Mobile application marketing is a safe bet to reach out to your customers effectively and in Yeeply we have the expert you need to bring about your strategies.

MOBILE MARKETING: ADVERTISING IN APPS

The opportunities of online advertising skyrocket in the mobile environment due to the immediacy provided by smartphones and tablets and to the ever-growing use of these devices to carry out more and more operations and activities. Among the different modalities contemplated in mobile marketing, in-app advertising comes as a solution conveying advantages for all parties involved: developers, advertisers and users.

This advertising model makes it possible for developers to offer their applications for free and monetize the time and effort invested, as developing an app requires an amount of knowledge and work that deserve to be rewarded.

For advertisers, mobile application categorization is an interesting scenario because it allows them to narrow their campaigns down to a more targeted audience, helping them locate potential supporters more sharply.

Finally, in-app advertising is also beneficial for users, since they obtain access to a wide range of mobile applications that provide content or services completely free of charge. Given the constant attempt of brands to pinpoint their audiences, advertising through mobile applications is trying to become increasingly more accurate concerning user predilections, as the more related an advertisement is to these, the more receptive the user will be.

Users are consumers and all consumers like coming across a deal within the scope of what they are looking for, as well as discovering new products that fit their lifestyles or being aware of special offers in upcoming activities they want to take part in. So, whenever the content of an advertisement is interesting for the user, in-app advertising will be enhancing his user experience in the application. To mediate between these parties, mobile marketing networks come into play that –as Mobeleader does– offer an attractive income for mobile application developers, good media channels for advertisers and respect for users.

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