Mobile marketing campaign managers in Ireland are flush with success right now. The country is undergoing a mobile device boom, as consumers increasingly turn their attentions away from desktop and towards smartphones and tablets.
A study compiled by marketing company ZinMobi looked at some of the country’s leading retail, restaurant and fast food brands and found mobile marketing tactics were the most effective way of delivering the biggest ROI. ZinMobi’s boss, Brian Stephenson, said the results were indicative of a growing awareness of mobile marketing tactics, and a concurrent drop off in use of conventional methods. Says Stephenson:
“What excites me about these results is the way that brands have recognised mobile as the instant marketing channel with campaigns quicker to deploy, and delivering instant results.
“We believe that every business knows enough about its customers... to deliver highly-targeted and trackable campaigns,” he added.
The study also found that mobile marketing tactics were regarded as the quickest to set-up, and 61% of respondents said they delivered the fastest results. The research found only 10% of companies did not plan to be using some form of mobile marketing campaign by this time next year; right now, 26% of Irish companies do not use some kind of mobile marketing strategy. These figures clearly show a growing awareness of mobile marketing among firms who are late to the party.
Companies with a well-established mobile marketing strategy are expanding their current campaigns in order to better engage with consumers. Mobile coupons and special offers are proving highly effective methods of retaining and nurturing existing customers.
These trends reflect an overall swing towards mobile in Ireland. Mobile web access is up 59% on last year according to a report from StatCounter. The more consumers move towards mobile devices, the more we’re likely to see marketers follow suit and creating mobile-specific campaigns. Ireland, like the rest of the world, knows which way the wind is blowing.