Over four in five (81%) of UK smartphone users have looked for local information on their mobile devices, with the numbers even higher in the US, France, Germany and Japan, according to a new global study.
The Mobile Marketing Association (MMA) has published a new whitepaper entitled “Getting Started — A Brand Marketer’s Guide to the Mobile Web and Mobile Apps: Not an Either/or Proposition.”
The free download is designed to provide brands, agencies and other marketing professionals with a guide for creating, measuring and monetising campaigns that feature mobile apps and mobile websites.
This follows research released by Google and the MMA (Mobile Marketing Association) at the MMA Forum in New York recently which demonstrated that:
Smartphones are a frequently used gateway to the web:
• A significant number of smartphone users accessed the internet via their smartphone every day of the past seven days: US-58%, UK-55%, France-59%, Germany-45%, Japan-78%
• And many users go online via their smartphones multiple times a day: US-53%, UK-49%, France-47%, Germany-42%, Japan-68%
Smartphone users are engaging in a variety of activities on their phone:
• In terms of seeking online services- US 90%, UK-81%, France-83%, Germany-85%, Japan-90%
• And these local information seekers have taken action after looking up local content: US-87%, UK-80%, France-83%, Germany-79%, Japan-80%
The 14-page white paper covers topics such as:
• The three main app types: branded, media-related and mobile shopping/commerce.
• The four main types of mobile websites: branded micro and landing pages, corporate, media and commerce.
• A comparison between apps and the mobile Web in terms of audience overlap, strengths, challenges, features, demographic considerations and user experience.
• Tips for building consumer awareness of mobile apps and mobile Web offerings
• Analytic tools for measuring a campaign’s impact and reach.
• Monetisation opportunities and considerations, including freemium, paid and ad-supported models.
• Best practices for protecting and enhancing the consumer experience.
The author of “Getting Started — A Brand Marketer’s Guide to the Mobile Web and Mobile Apps” is Kathryn Koegel, a media and marketing consultant whose experience spans online, print, TV and mobile. A regular contributor to Ad Age, Koegel has held executive positions at Phase2Media and DoubleClick, and her consultancy, Primary Impact, works with clients such as The Weather Channel, Placecast Mobile, FreeWheel TV, Audience Science, The Coalition for Innovative Media Measurement, Collective Media and the National Newspaper Network.
“As the rise of the mobile Web grows and the development and usage of mobile apps continues unabated, we want to give the brand marketer a framework for debate and discussions,” said Michael Becker, MMA Managing Director, North America. “As the title indicates, savvy marketers understand that the mobile Web and mobile apps aren’t an either-or choice.”