Change isn\u2019t\u202fcoming; it is already here.\u202fPeople\u2019s lives, behavior patterns, and consumption habits have changed profoundly.\u00a0For instance,\u00a0when people still worked\u00a0in\u00a0an office, the time taken to travel was spent reading the news or browsing through social media on their smartphones. Marketers were well-versed with\u00a0these habits and\u00a0aligned\u202ftheir\u202fcampaign\u202fstrategies to reach them accordingly. But this is no longer the case.\u202f\u00a0<\/p>\n\n\n\n

Work-from-home, which was once an option, is now\u202fthe norm.\u202fWith this, customers\u2019 consumption patterns also turned on its axis. A sub-trend that also emerged was the increasing dependency on smartphones.\u202fPeople are spending\u202f4.2\u202fhours^{1<\/sup>, \u202fon average \u202fon their smartphones.\u202fThey\u202fpick up their smartphone at least\u202f58 times2<\/sup>\u202f a day,\u202f to\u202f perform\u202fseveral tasks.\u202f 69.4%3<\/sup>\u202fof\u202fcustomers\u202fuse their smartphones for online shopping;\u202fbut handheld devices are now also instrumental\u202ffor work, connecting with family and peers, banking, and entertainment.\u202f <\/p>\n\n\n\n}

In order to cater to the needs of this new, digital consumer marketers\u202fneed to reimagine\u202ftheir three-to-five-year plans and transform their existing marketing strategies.  <\/p>\n\n\n\n

The rise of mobile-first marketing strategies <\/strong> <\/p>\n\n\n\n

Gone\u202fare\u202fthe days when marketers could get by with paid media campaigns\u202fon search and social\u202fmedia.\u202fWhile customers spent\u202flong hours on their smartphones, they\u202fwere\u202falso\u202fincreasingly fatigued with the influx of ads at every click\u202fand scroll.\u202fFurther, the lack of accurate targeting meant that ads were shown to just about any customer. This resulted in\u202fthe emergence of a disgruntled set of customers,\u202fbanner blindness, wasted ad spends, and very disappointed advertisers.\u202f\u202f <\/p>\n\n\n\n

Marketers were compelled to look for newer, more innovative advertising channels beyond search and social media. Advertising directly through mobile handsets (OEMs)\u202fhas\u202fproven to be the go-to solution for some time.\u202fThe unique, on-device placements it offers\u202fmakes it an attractive and profitable channel that is worth exploring.\u202f\u202f <\/p>\n\n\n\n

For instance, if the campaign goal is to drive\u202fperformance marketing<\/a> KPIs,\u202fmarketers can resort to placing their ads\u202fnatively on\u202funique\u202fon-device\u202ftouchpoints such as\u202fapp stores, browsers, mobile apps, minus 1 screens, lock screens, and more. This will enable them to reach a highly interested customer base \u202fnon-intrusively throughout their buying journey on mobile.<\/p>\n\n\n\n

Understanding the need for smart ads <\/strong> <\/p>\n\n\n\n

Smart marketers know the importance of smart ads. They know that the secret to driving real impact for their brand is to deliver personalized, targeted experiences to customers to capture their attention.\u202f <\/p>\n\n\n\n

Performance marketing platforms like VEVE<\/a> enable brands to run campaigns by leveraging its robust partnerships with leading mobile OEMs. With this, marketers can choose innovative ad formats (Tiles<\/a>, Notifications<\/a>, Universal<\/a>) to run their ads on unique, on-device placements. Additionally, they can cherry-pick what type of customers they want to\u202ftarget based on demographics, interests, location, time of day, device, etc. in order to achieve their campaign objectives. This approach is helping marketers to reach the right customer and drive leads, sales, website visits, app installs, downloads, and more, to generate marketing ROI of up to 2X.<\/p>\n\n\n\n

The takeaway<\/strong>\u202f <\/p>\n\n\n\n

While the question of whether these media habits are temporary or permanent, marketers\u202fmust\u202fnevertheless optimize their digital strategies to\u202fsustain business in these uncertain times.\u202fUndoubtedly, mobile is here to stay and will be\u202fthe driving force for marketers,\u202f for a\u202flong time to come.\u202fIt is imperative for them to invest in alternate channels such as mobile OEM advertising<\/a>,\u202fwhich is proving to be the future of digital media.\u202f\u202f <\/p>\n\n\n\n

Did you find this helpful?<\/em><\/p>\n\n\n\n

Fill the form below to get more information on VEVE\u2019s solutions in your inbox. Our sales rep will also reach out to you shortly.<\/p>\n\n\n