Bridging the gap: How mobile is tying together the online and offline customer


With mobile device penetration at an all-time high, marketers must be quick to grasp how to capitalise on an audience that is permanently connected and ready to interact at the drop of a hat.

The number of smartphone and tablet users globally continues to soar with 64 per cent of mobile users owning smartphones in the UK last December and nearly a third of all UK online page views coming from mobile devices during the same month, according to ComScore, a figure that will no doubt continue to climb throughout this year, aided by the rise of 4G.

This rapid adoption of internet-enabled devices and the inevitable fragmentation it incurs presents as many opportunities as it does challenges. The ability to measure behaviour across multiple devices in a way that is comparable with other marketing metrics remains a massive challenge, as does defining how best to advertise on smartphones and tablets, which demand strict privacy measures and ad frequency capping.

Understanding when a consumer wants to be engaged with on their mobile device and when they don’t is a delicate balance, and if marketers get it wrong the results can be disastrous.

Some experts believe the explosion of devices, from smartphones to tablets and phablets, could prompt an over-zealous reaction from marketers keen to capitalise on the resultant opportunities, which could in turn alienate consumers entirely.

See on www.thedrum.com



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