WARC, 19 March 2014
SYDNEY: Many mobile marketers have
failed to properly understand the medium and are guilty of producing
over-complicated material for users, a leading industry figure has claimed.
Consumers want utility, according
to Tom Eslinger, worldwide director digital & social at Saatchi &
Saatchi, but they tend to be faced with content that has been "designed by
marketers more than user experience experts".
"A lot of people
over-complicate what mobile is, but there is no need," he told AdNews. The
rules were simple: "Don't make it look like spam, make it interesting and
personal and something to share".
Eslinger also suggested that
marketers needed to listen more. "Every time someone opens their phone
they are expecting something to happen," he said, whether that was a
message, a social post or a call. "The trick is using listening and measurement
to work out when to put [the message] out," he stated.
Brands who got it wrong on a
personal device could "mess things up for everyone" he argued.
"If you get a text from someone you don't know it is freaky. The more you
try to be personal without listening [the worse it becomes]."
But he felt that things were
changing for the better – mobile was no longer just tagged on the end of a
campaign, nor was the first reaction to reach for an app.
Further, it was now standard
practice to "put the person at the end of the line at the front of the
process".
Across the Asia-Pacific region,
most marketers are aware of the significance of mobile but recent Warc research
for an MMA report, State Of The Industry: Mobile Marketing In Asia Pacific,
found that three quarters allocated 10% or less of marketing budgets to that
channel, and a similar proportion of agencies reported clients did not have a
formal mobile strategy in place.
"There is still a long way to
go before brands and agencies in Asia Pacific understand the full potential of
mobile for reaching consumers," said Edward Pank, Managing Director at
Warc Asia Pacific.
Data sourced from Ad News;
additional content by Warc staff
No comments:
Post a Comment