The status of mobile marketing in Canada
The Mobile industry is experiencing a true expansion across the world, and Canada is no exception. In 2009, Canada had the highest penetration rate in terms of content downloads and mobile games (Nielsen Wire, 2009). In 2010, 75% of Canadian households had a cellphone (Mobithinking, 2010).
Following this trend, smartphones also experienced this incredible rise: in 2011, 32% of Canadians had a smartphone (comScore Mobilens, March 2011).
According to a report that was published by Nielsen Wire (2009), Canadians are considered to be avant-garde when it comes to the use and downloading of LBS/GPS applications. These applications, among other things, identify the geographical position of users, allowing them to find a bank that is closest to them, or to find promotions that correspond to where that person is located.
According to a study done by the Canadian Wireless Telecommunications Association (2011), users are increasingly interested in services that send information or coupons that are geotargeted to their cellphone more than any other sort of mobile advertising. From a marketing point of view, this opens a door on a world of possibilities…
Mobile searches vs online searches
The use of a telephone differs considerably to that of a computer: half of searches that are done on cellphones have a local intention. According to Microsoft (2011), 70% of Canadians that use a geolocalization service find geotargeted advertising to be important and 36% of them have already made an action after they were exposed. This statistic could increase if marketing managers take advantage of “check-in”, this “new” trend that allows consumers to identify the places that they are located at, and at the same time, the friends that are with them via different social networks such as Gowalla, Facebook Places, Foursquare, Urbanspoon, Yelp and many more.
In addition to favouring word of mouth, the check-in allows a company to obtain information on their customers. Better yet, instead of approaching clients for information, it is the clients that voluntarily give their information. Everybody is a winner! There is a true opportunity in the use of advertising on mobile. Geolocalization and “check-in” allow you to create strategies and tactics that are super targeted, where communications and offers are more and more personalized!
The right message, to the right person at the right place and the right time. Finally, we have made it!
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Coming up this Friday in our next article: Mobile Ad Campaign.
This blogpost was co-written by Annabelle Laframboise and Genevieve Couture.