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¿Por qué es importante tener una estrategia mobile?

20 de Marzo de 2017

Los consumidores están en mobile, por eso es imprescindible que las marcas también estén. Así pues, tener una estrategia concreta y eficiente de publicidad móvil es cada vez más indispensable para las marcas.

Hace unas semanas hablábamos de las tendencias que dominarían el panorama publicitario en 2017, y es evidente que todas ellas están directamente relacionadas con el mobile. Es un hecho que el móvil es el dispositivo más usado por los consumidores, y los datos demuestran que la penetración del smartphone en la sociedad española se ha multiplicado en el transcurso de los últimos años. España, además, es el país del sur de Europa en el que más se utiliza internet móvil, según un informe de Telecoming. ¿Conclusión? Los consumidores están en mobile, por eso es imprescindible que las marcas también estén


A la hora de consumir, este dispositivo juega un papel clave en casi todo el proceso de compra. Más de la mitad de los consumidores lo usa para buscar productos o servicios, y el 47% compara precios antes de comprar. Sin embargo, es en el final del proceso donde todavía queda mucho recorrido. Solo el 20% realiza varias compras al mes desde su móvil, y el 9% lo usa para reservar servicios. Y es que este dispositivo pierde fuerza cuando se trata de realizar compras que requieran una meditación previa antes de la decisión. En ese sentido, tiene como reto aumentar la compra de productos y servicios de precios más elevados y no ser usado mayoritariamente para compras impulsivas y de decisión inmediata.

 

La publicidad en mobile

Tener una estrategia concreta y eficiente de publicidad móvil es cada vez más indispensable para las marcas. La mitad de los consumidores confiesa ser tolerante y admitir a consideración la publicidad que se encuentra online en su día a día, por lo que es una buena oportunidad para impactarles. Son los jóvenes los que se consideran más exigentes con este tipo de publicidad, aunque admiten que se divierten y se entretienen con los anuncios en los que pueden interactuar. La clave está en no interrumpir de forma brusca los contenidos, y saber utilizar los diferentes formatos para ser poco intrusivos.

La numerosa cantidad de formas y plataformas que podemos utilizar nos permite diseñar un plan estratégico adaptado a los objetivos y necesidades de cada marca. Utilizando correctamente la publicidad mobile y con una frecuencia adecuada podremos ganar notoriedad y generar un alto engagement.

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