1. Mobile Marketing: From text messages to applications, this strategy has had a great impact on consumers.
In Mexico, there are more than 100 million cell phone lines and every day about 17 million people surf the Internet through mobile devices.
It is due to the large audience it concentrates, as well as the fact that both smartphones and tablets are very personal and interactive objects that mobile marketing has become one of the main business trends.
In addition to the wide variety of channels and tools it uses, this promotion strategy also offers low-cost opportunities, aaccessto any type of SME, and a higher return on investment compared to other digital campaigns.
Although this year text messages were widely accepted by brands, other media managed to position themselves as the favorites of entrepreneurs and consumers.
Among these are QR codes and applications. The former represented the best example of integrated marketing (union between traditional and digital media) and therefore we saw throughout 2012 many advertising messages, from spectacular to magazine inserts, that used them. Meanwhile, apps became the most effective bet to captivate loyal customers and achieve brand positioning on the Internet.
And what were the keys to success with mobile marketing? Without a doubt, having an optimized website and creating useful and practical content that the person wants to carry with them at all times.
2. Social networks: These platforms allow real-time interaction between brand and consumers
This year, Facebook reached one billion users and acquired Instagram for (also) one billion dollars. For its part, Twitter was a protagonist in the 2012 London Olympics and the presidential elections in Mexico and the United States, where it got its record of tweets per second thanks to the victory message sent by Barack Obama.
From the most local SMEs to Fortune 500 companies are increasingly using these platforms to position themselves in the online world and attractattractsumers.
Although this year Facebook, Twitter and YouTube remained the leaders in terms of usage preferences, other platforms such as LinkedIn, Pinterest and Instagram also managed to captivate the public and brands.
Pinterest became one of the best channels for online sales while LinkedIn was the perfect place to create business connections. Twitter was retained as a powerful channel for immediate information and YouTube as the best means of viralizing content.
In addition, both Twitter and Facebook launched advertising services to generate targeted, low-cost ads that represented a good opportunity for businesses, mainly local and niche ones.
The brands that gained the most followers and fans were those that provided timely and quality content to the audience. But also those that identified social networks as an effective way to serve customers and interact with them in real time. |
