Mobile marketing targets the “most engaged” consumers

Mobile marketing targets the “most engaged” consumers

Mobile is the medium where the most engaged consumers tend to  be, according to an industry expert. Chia Chen, who is senior  vice-president of digital marketing strategy company Digitas, has  claimed that consumers are becoming keener to engage with brands using  mobile and questioned the best way for marketers can take advantage of  this trend. Speaking to directmarketing.thomsonlocal.com, he said: “What we’re realising, along with our clients, is that the most engaged folks on social networks are people who are accessing via mobile. So the  question is, how do we think about it from a mobile perspective in the  beginning? How do we make the social experience for them mobile at the  core?” SMS marketing could arguably be one method of reaching out to  consumers on their mobile. Chen also discussed the future of mobile  advertising on mobile platforms. He was reacting to a new eMarketer  report suggesting that social media marketing should now be primarily  focused on mobile users, as mobile users were visiting these websites  more frequently and staying on site for longer. It suggested that  understanding how consumers are using mobile devices has become “critical” to marketers and that marketing teams should strive to make  all their contact accessible on mobile.