The article below originally appeared in Forbes, where DigitalReef CEO Maurizio Angelone, has a regular column. You can read the original here.
Your brand is a global brand, whether you know it or not. Through the proliferation of mobile devices and the apps that are on them, people around the world have on-demand access to your brand. No matter what industry you operate in, mobile marketing gives you the opportunity to reach your target audience quickly and effectively. And this is why you need to ensure that your marketing program incorporates localized tactics into its broader global marketing strategy.
By 2025, 73% of the LATAM population will have a mobile device. But globally, mobile devices are much more prolific. There are an estimated 5.2 billion smartphone users globally. And mobile ad spending reflects the potential audiences that can see your brand’s message in the palms of their hands.
According to a 2020 report from GSMA on the mobile economy in Latin America, mobile advertising spend is projected to top $10.5B US by 2023 as mobile advertising will account for more than 75% of all digital advertising spend in coming years. Globally, brands are projected to spend $405B by 2023, which will be 78% of the total digital ad spend.
Having your mobile advertising strategy optimized now is essential for future success. Whether it is incentive-based campaigns that are emerging in Latin America or pre-roll video ads, different markets have different tactics that have proven effective.
Global Strategy, Local Results
A global mobile marketing program is made of local tactics and those require localized tools and definitively local channels. The strategy behind those tactics, however, needs to reflect the markets your company is targeting.
The way consumers behave, their journey and touchpoints along the path may differ significantly based on the place where they live. Typically, brands and advertisers aim to maximize the quality and lower the cost of reach and that can be best achieved through localized actions. But at the same time, a global brand wants to harmonize the value proposition towards its consumers and this requires a global tactic or better a global strategy.
Local experience and global perspectives are crucial to a brand’s success. A good example of a local-market tactic is what we are experiencing in LATAM with the emerging ad-rewards business model due to the high rate of consumers who are willing to watch a targeted video ad or receive a targeted ad image in exchange for a reward.
There are similarities between markets across the world and LATAM is not unique in many of its mobile advertising patterns. At my company, we see a lot of similarities with Africa, some Asian countries and, in some cases, also Europe. Because of this, we tell brands to focus on exporting LATAM experience in markets where we see similar patterns. This enables brands to leverage global partnerships to help manage their reach into other markets.
Integrate the Entire Mobile Marketing Ecosystem
Understanding the mobile landscape will help your advertising program accomplish its goals faster. This means using available mobile user data to help build audience profiles, utilizing APIs to integrate with application developers to target those audiences. Additionally, engaging with targeted audiences with contextual interactions can help boost your programs.
For app developers, knowing the data that is essential to advertisers can help you boost your revenue, as well. Developers should utilize the available data to build customer profiles and segment them so that they can engage with them properly. This means finding the right times on the right channels and using the right language. App developers are well served to increase their investments in retention and engagement rather than just acquisition. This gives them the ability to nurture their audiences and build a community that they understand better.
The above applies also to a product advertiser. The difference that the quality of a message and the quality of the channel can make is huge. Integration into the mobile ecosystem gives brands a full field of view into their audiences and their behavior and opens new ways to connect with them.
If you’re looking to expand your mobile marketing efforts into new geographies, there are some essential tactics that can help you get off the ground.
- Identify the types of advertising that are effective in that market. For example, in Latin America, carriers are utilizing incentivized marketing campaigns that reward ad consumption with mobile data allocations or other types of rewards. Carriers have a unique opportunity to connect their consumers with brands and app developers and should invest in the right technologies to take more control over their user base.
- Integrate with local influencers. This can be especially effective in markets that have region-specific social networks such as Weibo in China.
- Ensure that your copy is localized and not just translated. Understanding the region’s slang and colloquialisms or knowing what language will incite results with a powerful call to action can ensure your global program’s success. This also helps with understanding how all of the program’s strategies fit together.
Each component of the mobile advertising ecosystem should always prioritize consumers and how to add value to their lives. That is a winning formula. Understanding that there is not always a conflict between privacy and audience targeting. We can respect a user’s privacy but still connect them with their interests. By providing insight into those audiences and ensuring that advertisers respect consumer privacy, the mobile advertising ecosystem can be valuable for all players.
As global brands seek a deeper understanding of their localized markets, audiences and tactics, they can provide a better experience for their audiences by taking advantage of the mobile ecosystem as the means to reach a powerful integration with consumers