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This type of mobile phone usage has opened the door to geolocalisation, a factor not to be disregarded. In fact, it is of vital importance for a device that you take everywhere you go.

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86% of mobile phone owners have used their device whilst watching the TV. What´s more, in the US, people dedicate an average of 2.7 hours of their day on their cell phones.

It’s important to remember that a mobile phone user looks to fulfil a requirement that surfaces in a given moment, which means that he/she navigates with a certain disposition to acquire a service.

To fulfil mobile phone Internet access to its full potential, the key is an easy navigation process and a clear landing page where the user’s required information can be found instantly.


A perfect site for mobile navigation: what should it be like?

- Straightforward navigation: design a site which allows for easy movement and includes clear search functionalities. It is important to remember that many devices use a touch screen, so links should not be too close together.

- Visibility: make sure that the content is easy to read.

- Accessibility: the site should be accessible from any type of mobile device.

- Information: show only the necessary information. Don’t get obsessed with fitting all the content from your website into your mobile site, as mobile phones have less screen space and content overload will only tire the user and create a complicated navigation.

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How will Mobile Marketing evolve?

According to IAB, an association that represents the sector of digital advertising, marketing and communication, the predictions for the Mobile market for this year are:

- Digital convergence: users now access through multiple devices. 50% of the market use Smartphones and 10% use Tablets. The conversation is not just about web and mobile now, but one unified Digital market.

- Measuring Mobile audiences: after many years of fragmented data analytics provided by various market components, we’re now starting to see the first steps towards unified measuring criteria, thanks partly to digital convergence. Comscore will be responsible for collecting data for mobile Internet audiences, whilst standardised analytics metrics are beginning to appear for Applications, bringing credibility to this area of the sector.

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- NFC: Near Field Communication, synonym for use of the mobile as a credit card when it makes contact with a specific reader. There are many expectations placed on this technology and the market predicts that it will be a minor revolution, but it will oblige the user to acquire new specific terminals and we don't know how many mobile devices will feature NFC technology by the end [link widoczny dla zalogowanych] of the year.

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Apps integrated into digital strategy: Applications should form part of a brand’s digital strategy; they should be an extra means of contact with its clients. Developing independent apps that do not fit into a brand’s general strategy will only lead to poor results. Only 11% of downloaded apps are advertising related, whereas 67% are magazines or websites. There’s definitely room for improvement here.

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