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Performance marketing and the power of mobile

We’ve long become accustomed to hearing about the importance of mobile from just about everyone in eCommerce, and with good reason.

Over half the UK population now owns a smartphone and what’s more, the performance channel is expanding to find innovative new ways of monetising this technology.

According to imrg, mobile commerce sales increased by a staggering 304% in 2012 so it’s little wonder that the word ‘mobile’ is on everyone’s lips. The huge growth in the mobile market has in turn opened up a vast array of opportunities within the performance marketing channel; more and more publishers, including premium fashion content partners, now have mobile optimised sites. There are also a number of publishers who have developed apps specifically to target the mobile audience. Whilst these are varied in their offering, they can be broadly divided into three approaches as detailed below.

Multichannel

One of the most exciting opportunities offered by the mobile boom is the potential to bridge to gap between online and offline activity. The major cashback publishers, are now able to offer consumers cashback for certain in-store purchases as well as in-store ‘check-ins’, thus using the mobile channel to drive footfall into stores. This principle can also be seen in reverse with the use of technology such as QR codes which can be displayed in offline locations and used to facilitate online transactions.

Voucher and Offer

There are numerous apps from voucher publishers, some of which enjoy download rates in excess of 3.5 million. In the same vein, we are also increasingly seeing mobile operators move into the performance marketing channel with discount and deal apps of their own. Each with a vast consumer base, these publishers are able to leverage their significant reach to drive incremental sales as well as providing enhanced brand exposure. 

Content

In addition to the aforementioned approaches, there are also several specialist content apps. Premium fashion partners have led the way in this arena, having pioneered apps which act in the same way as content sites, facilitating user participation in an online community and driving proactive consumer engagement.

As mCommerce continues to grow, we will undoubtedly see an increase in this activity with the proliferation of apps in itself creating new opportunities; in-app display is now also being monetised on a CPA basis. It seems the long overdue ‘year of the mobile’ is finally upon us and with performance marketing’s inherent capacity to innovate, the mobile performance channel is one to watch.

Author: Webgains, the international performance marketing network.

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