Page 6 - AeM_July_2019

RESEARCH, ANALYSIS & TRENDS

Mobile Marketing is essential

The idea of sitting down at the desk and powering up a since today’s consumers are aware of their new
PC to log-in to the Internet already seems a thing of the position of power and their claims have increased
past nowadays, although Apple launched the first iPhone enormously within a short time:
just 10 years ago, ushering in the age of the mobile
Internet. • While mobile versions of websites, for example,
were still the exception a few years ago, they are
How fundamentally the devices would shape our lives indispensable today: over half of all consumers tend
probably nobody could imagine at that time. The fact is to turn their backs on a brand if it does not deliver a
that more and more hours are spent each week on the compelling mobile experience.
Internet: here, desktop PCs and notebooks are
becoming less relevant to most consumers, while the • Another crucial point is the topic of personalization.
smartphone is becoming increasingly important. This According to Localytics, 49.2% of smartphone
trend is particularly evident in the case of very young owners use apps more frequently if these apps can
users who are virtually online around the clock via their respond to the user's personal preferences.
smartphone.
Considering these facts, it is important for brands to
Mobile changed customer behavior align their sales platforms with this development.

Our consumption behavior has also changed Personalization is the alpha and omega
considerably due to the mobile Internet. Unlike in the
past, consumers can design their own customer journey Since the GDPR came into force in 2018, the collection
today: they can compare offers, find out independently and processing of customer data has become much
about products and services and buy them with just a more difficult. The consent of the customer must be
few clicks - always and everywhere. This resulted in explicit - for each individual channel.
completely new rules for marketers in recent years.
Today, brands are particularly dependent on providing
Getting deep insights into the behavior and needs of the consumer with added value in return for their data,
consumers is therefore particularly important. Especially, who expect dynamic content along their individual

6 July 2019 - Multichannel Marketing, Mobile & Video Marketing