Does one size fit all for mobile marketing?

Posted on: in Mobile Marketing The Formula Digital Marketing

According to the Adobe Digital Index, tablets have become the primary device for mobile browsing in the developing world, while the Accenture Mobile Web Watch Internet Usage Survey, has discovered that South Africa and Brazil are ranked as the highest users accessing the internet on mobile devices. In both studies, tablets and smartphones are the devices upon which the research findings have been based.

While smartphones are currently the primary means of access, with the predicted increase in the widespread purchase of cheaper 7 inch tablets which are now available on the market, a growing range of internet enabled devices needs to be considered in marketing – because the dynamics of each differs significantly.

Knowing who is using what

Understanding how your target market is finding your information and engaging with your brand, will determine when and where you need to market.

For example, the user profile of a smartphone owner is different to that of a tablet owner. Depending on the average age group, gender, education level and so forth of your particular audience, which internet enabled device is preferred and how it is used, differs significantly.

Smartphones are a lean-forward, task-driven experience. You’re on the go, maybe checking email and social media while you wait, or you’re looking for an address. Tablets on the other hand are a lean-back, browse-oriented experience. You have some time – possibly during a break at work, on the train or at home and you’re reading or researching, shopping, streaming video and so on. You may also be checking email and organising your diary.

So confusing what would be appropriate for smartphone versus tablet users will without question confuse your audience.

We found the IAB Mobile Devices Report a particularly useful, in-depth guide to this information.

Designing marketing media for all device platforms

All too often, marketers view mobile devices simply as smaller versions of a PC or laptop. In terms of usability, access and capabilities – mobile differs significantly. While the size of the screen on a mobile device is an obvious constraint, so too is the fact that so many devices are now touch screen.

In the past, multiple websites were designed – one for each device, however responsive and adaptable  design has gained popularity in recent years on account of its ability to adapt to screen size.

But screen size is not the only thing that matters. Where key information is placed is critical to grabbing attention, as is navigation ability and interaction imperative. If you’re thinking of revamping your website, be sure to design it with mobile users in mind first – this will automatically translate to a positive desktop or laptop user experience.

Diversify your  mobile marketing

Rather than taking an approach limited perhaps purely to the optimisation of your website, think about how you can integrate various strategies to attract your target market. Apps, QR Codes, SMS and coupons are all possible marketing options. Before you decide on your tactic however, understand your customer and design your approach around their needs and wants, as well as your goals as a brand.

Brands that are successful in mobile marketing, recognise that a personalised, integrated, multi-channel approach will ensure greater loyalty, longer term relationships and ultimately – increased revenue and enhanced brand equity.

One size in today’s connected world – most certainly does not fit all.

For a tailored solution give Garth Dahl or Shiraz Khatib a call on 021 556 5661 or email us:


One Response to “Does one size fit all for mobile marketing?”

  1. Garth
    29/04/2013 at 5:53 AM

    Great Article – Thanks