Customers want to use devices like tablets beyond physical locations, according to findings published by Rosetta. They also have high expectations regarding the quality of experiences they will have on the mobile devices. The research findings also revealed that despite the lower volumes of tablets compared to desktop computers, users are more motivated to conduct searches on the mobile devices, meaning that tablet keywords often outperform keyword searches conducted on desktops.
The findings by Rosetta have implications for marketers; specifically, it was revealed that there is a need for marketing strategies to evolve from traditional to mobile-based approaches in order to increase client conversions. Commenting on the findings, Rosetta’s Mobile Department Vice President Daniel Blackburn indicated that savvy marketers should learn how to combine mobile applications, sites and campaigns in a manner that provides value to consumers.
Customers are also interested in unique experiences through their tablets, and companies should include ad copy that is specifically targeted to tablet users, specific landing pages, and calls-to-action that are designed for use in mobile devices. Additionally, the research findings reveal the need to align budgets to the usage patterns of the mobile-devices target audience. Ideally, budgeting should be conducted daily in order to respond to any changes in consumer requirements.
The findings by Rosetta further indicate that campaigns for desktop, mobile and tablets should be performed using different strategies and frequencies since they must be optimized differently, hence requiring separate reporting.
Overall, the findings published by Rosetta indicate that marketers need to improve on the strategies they use to promote their brands especially on the mobile-based platforms. Among factors that marketers would need to consider include the diverse mobile devices usage patterns, and the motivations and expectations harbored by the users.
Commenting on marketers’ roles in the changing consumer environment, Blackburn said that marketers need to identify where to use mobile device tactics in order to impact the customer’s purchasing behavior. For such tactics to succeed however, Blackburn noted the need for marketers to identify the critical moments in the customer’s pre-purchase behavior that could be most affected by interventions initiated by the marketers on a mobile device platform.
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Edited by Rich Steeves