Mobile marketing and consumer packaged goods
Posted on Aug 8, 2012 by YuMe
Advertising on mobile devices is a uniquely powerful way for marketers of consumer packaged goods to reach potential customers, according to one author.
Diane Rinaldo, in an August 6 iMedia Connection article, wrote that CPG marketers should run ads on mobile devices as a way to most effectively communicate with a target audience. In particular, she highlighted a statistic showing that mobile user interactivity is three times that found online.
In addition, a Dynamic Logic report from last October found that brand awareness, message association and ad awareness associated with mobile ads was at least twice that seen with online ads.
"It means there is not only an opportunity, but a necessity, to focus on mobile, to engage with, learn from, and market to this highly engaged audience," Rinaldo wrote.
To maximize on brand awareness, she argued CPG should focus on creativity. In particular, she noted mobile devices lend themselves well to interactivity and that ads would do well to incorporate this. For example, Rinaldo reported that ads for mobile including interactive features boosted engagement times from 20 seconds to up to 60 seconds.
"Mobile already offers CPG marketers access to 100M+ consumers who are eager to engage with smart marketing," she wrote. "So now is the time to allocate a reasonable budget, build a mobile-specific strategy, and start gaining insights into better, smarter, bigger mobile advertising."