Message to marketers: it’s all about context

AMANDA SACHTLEBEN
Last updated 13:21 24/07/2013

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New research from Google shows Kiwi consumers are hungry for information on more devices than ever, so marketers need to meet to the needs of these mobile multitaskers.

Country manager Tony Keusgen reckons it’s all about context – in other words, your campaign won’t be effective unless it’s everywhere.

“Businesses need to be up and running online across devices. Rather than thinking mobile phone or desktop or tablet, think about the context people are using this device in – on the street, on the couch, or at the desk.”

The research, which surveyed 1000 online adults between 18 and 64, showed 30% of the participants used their smartphone while watching movies, and two out of five do so while browsing the web on their desktop.

Almost six in 10 smartphone owners surveyed had searched for a product or service from their mobile device after seeing an offline ad.

Smart marketers who get this campaign recipe right are apparently reaping rewards.

Google cited the example of sporting giant Adidas’ mobile campaign to drive local mobile searchers to physical stores. It calculated the value of store locator clicks at $3.20 per click.

With around two thirds of Kiwi businesses lacking a website, Keusgen stressed the importance of having a mobile optimised site – and of being able to be found the first time a consumer looked.

Sixty-one percent of users surveyed wouldn’t return to a business’s site if they couldn’t find what they were looking for on the first try, he said.

Forty-two percent of the Kiwis surveyed said that they’d spent more time online with their smartphone over the past six months than ever before.

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