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It could be said that there are two key factors to delivering a marketing message:
- Knowing what message to deliver
- Knowing which platform to deliver it on
Based on some stats recently released by the European Interactive Advertising Association (EIAA), it would appear that mobile web is fast becoming a platform to focus on.
The survey’s highlights include:
- 10 million people in the UK now browse the internet on their mobile every week
- Those accessing the mobile web do so for on average 6.3 hours/week
- That’s more time than they spend reading newspapers (5.3hrs) or magazines (3.7hrs)
- 46% use the internet whilst watching TV
These stats simply reinforce what us marketers already know: marketing on mobile is going to be huge. Very soon, having a mobile element to your marketing campaign will be a must, rather than an option.
But before you rush off to start designing your mobile apps and widgets, you need to consider whether your customers are active mobile web users. After all, the mobile web is still a predominantly young user base.
Whilst the EIAA survey found that 43% of 16-24 year olds and 26% of 25-34 year olds are accessing the mobile web regularly, I expect the numbers plummet past 35.
The fact is that despite all the fanfares on the millions now accessing Facebook and using branded apps on their mobiles – millions aren’t.
Why Labour’s focus on direct mail is a smart move
Some have been quick to judge the Labour party’s decision to allocate most of its budget to direct mail as a sign that it ‘doesn’t get’ the internet and is past the times. But focusing on direct mail might, actually, be a smart move.
With modern digital printing technology, they can create campaigns which are personalised to feature local issues, as well as those of national concern. Making their marketing more relevant to each individual means it could be more effective than a high profile poster campaign delivering the same message to every passer by.
If they had the budget for it, I’m sure Labour would have happily blitzed every platform. But focusing on direct mail is probably their best chance of engaging with their traditional Labour support base. Spending millions on mobile isn’t, yet, the most suitable strategy.
If Labour were really smart, they’d be integrating their direct mail with personalised URLs leading voters to websites customised with policies to match each voter’s interests. Maybe by the next election their marketing will have caught up.
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BDA (Buckingham Design Associates) blog – real people giving real opinions, and a complete lack of agency waffle. BDA deliver an exciting blend of design and creative marketing for the Oxford, Milton Keynes, Northampton and London region.
