At the panel “Hispanic Mobile Market: The State of Art” at our 7th Annual Conference, Gabriel Sama, Managing Director of CNET en Espanol said “If you’re not drooling over mobile marketing, you’re not riding the subway in New York”. “Gadgets are ready, readers are ready. Are publishers and marketers ready?”
Moderator Jorge Rincon, COO of Adsmovil, said that among mobile Internet users in the US, 60% are Hispanics, 43% of African Americans, and 27% Caucasian. “So a mobile strategy is key for reaching Hispanics.”
Sylwia Makarewicz-Liszka, Media Supervisor at Starcom Mediavest, said that the advantages of mobile marketing are growing, including the behavioral data which can be obtained from devices, GPS location, download information, and registration data. “That’s how we’ll be targeting users,” she said. In a successful campaign aimed at Hispanics, she said her strategy had “driven awareness through mobile in reach-driving and relevant content environments” and “built qualified leads in engaging environment that aligned with her customers.”
Among mobile marketing issues that matter, said Rebecca Hawkins, Associate Media Director 4D, are screen size, shared voice, and shared attention. “We capitalize on what mobile does well: location and data, interstitial media. If you have one second to get a consumer’s attention, go big or go home.”
She said that successful tools for mobile marketing include animation and video. “Ad formats that are bigger tend to be better for smaller screen size. It doesn’t matter if you have a small banner as long as it’s clean, it drives readers to action, and it leads them to a great website.”
Yet companies are still reticent to invest in mobile marketing. Investing in mobile marketing means “cannibilizing the digital [budget].
“Digital can also give us engagement. The pool isn’t necessarily getting bigger. Marketers need to understand that the consumer is spending 10% of their time on mobile devices yet only 1% of ad spend is there.”, Hawkins said.
Additionally, Hawkins said mobile still faces connectivity issues. For a positive experience of watching video on devices, “video still has to load with no buffering time or people will think that’s a terrible video” and “you don’t want consumers to have a bad experience with your brand.” She also cited solutions such as providing content to consumers in wife zones and improved streaming.
Gabriel Sama, Managing Director of CNET en Espanol, described how the IPad has changed the mobile marketing landscape. Even though it was only introduced three years ago, the IPad brought back or re-introduced video on
with streaming and wifi. For mobile marketing, he suggested marketers have their site mobile-ready.
I’m not sure you have to have an app.The important issue is understanding where your readers are and how they want to get their news. Do your readers want graphics, interactive?
When it comes to where to invest, some content has a long shelf life. Technology news has “a long tail.” He said his company’s greatest challenge is “to be creative.”
Rincon said that among Hispanic mobile users, 52% use Android 52% while 38% use IPhone so marketing should be catered to each device.
In terms of barriers, Makarewicz-Liszka said “the first barrier is mobile infrastructure check. Start with objectives. What do you want to achieve? Do you want to create an app? Once you decide on how mobile-ready you are, the biggest challenge in not having mobile optimized, not having the creative agency sculpted for mobile.” As a solution, she said, “if you to launch a campaign, you can use rich media format, include all the content you want users to engage with.” The second barrier she described “is not having creative agency sculpted for mobile.” To solve this, she suggested taking your company’s “digital asset package and work with publishers and vendors.”
Hawkins said, “everyone says mobile-first. But who’s walking the walk?”
In terms of publishers, they don’t understand the weight of mobile. At some point, you have to dive in and take a leap of faith.
“This is a perfect opportunity to get into mobile and Hispanic marketing.” Another challenge is that “publishers bundle what they do. If it’s PC, you get it bundled for your mobile. If something it’s built in responsive design, is it going to look as good on every device?” If not, she suggests publishers forgo the bundle.” The key, she said, is “standardization. Things should look good on every device.” The challenge is that “the creative agency must create different sizes for different devices.”
Mobile marketing may be the key to the future. Makarewicz-Liszka said, “mobile is the medium that has an instant impact on consumer behavior,” driving in-store traffic” and other benefits. “People don’t know what’s out there and what’s possible. Location just has become end-all, be all but that’s not all. Measurement valuation is also important, as well as visitation rates: targeting and measurement valuation.” Mobile marketing allows companies to quantify how devices are driving people to engage with businesses.
Summarizing the keys of mobile marketing, Hawkins said “fail fast, fail forward and adjust for the future,” and Makarewicz-Liszka said, “it’s not a year of mobile, it may be a decade or age of mobile.”