Marketers explore digital options

Dubai: Whether you're a Fortune 500 company or a one-person shop, the most important part of your advertisement is not your headline, not your offer and certainly not your benefits. The most important part is how you influence the target and convert your customer.

Traditional marketing, while still effective, has lost its lustre, so to speak, in recent times, and brands are searching for unique methods to spread their message. More and more companies are turning to digital marketing, and more importantly mobile marketing, to fill that need and give customers and brands a new opportunity to interact using new-age methodology.

The evolving relationship between mobile devices and social networks presents brands with significant new opportunities to connect with consumers.

A global mobile marketing survey found that 57 per cent of consumers would be interested in opting for a brand's loyalty club via a mobile social networking application such as Facebook.

Despite these insights, the survey also found that 80 per cent of respondents stated that they still have not been targeted by their favourite brands via their mobile device.

"To maintain a competitive edge, marketers must constantly utilise emerging marketing channels, such as mobile, to maintain the best level of communication with their customers," Dilip Kumar Paliyath, Co-Founder and CEO of Dubai-based YoSpace International, said.

Mobile channels

He said that The YoSpace packages are tailored for each brand and this is the first mobile channel in the region where a truly interactive experience can be created between brands and their customers, where the brands will never lose another lead again.

Consumers can directly reach possible target markets giving an additional contact point for your audience to reach you by SMS at 6333. "What I can confidently state is that research indicates 89 per cent of brand managers are exploring ways to market their products or services via mobile technology platforms.

"With the mobile media market growing exponentially, we look forward to raising awareness of target mobile marketing as an industry thought leader in the wireless space," he said.

"Brands that have been using mobile successfully admit the medium is a moving target. Mobile has the highest potential but it's very difficult to leverage," Rohan F. Britto, digital media evangelist and founder of MoSecure, said.

He said in our present dynamic business environment marketers are increasingly challenged to make better decisions by incorporating more complete information into their decision-making processes.

Consumer behaviour

From strategic business planning to the execution of tactical marketing plans, there is a huge opportunity for data-driven marketers to leap to the head of the pack by making sound decisions using consumer behaviour information.

"The mobile user experience is getting richer but the number of platforms to develop for is growing, too. This could mean higher costs for businesses wanting a mobile presence," Britto said.

"In today's marketing approach, Small scale industries and establishments are having budgetary concerns to rollout mobile and targeted marketing exercises. YoSpace has allocated space for them to enrich their brands with targeted marketing capabilities," Paliyath said.