Mobile - Katz Marketing Solutions | Radio Advertising | Media Agency

Smartphone owners more likely to actively seek newproducts: ForresterBy Chantal TodeDecember 28, 2012The importance of relevancyHowever, not all mobile efforts are successful in driving consumers to move onto thenext phases in the customer lifecycle.The findings reveal that only about one-fifth of U.S. online adults who have seen ads fora new brand, product or service on apps they use on their mobile phones have donefurther research on what they saw. A perceived lack of value and relevancy are named bythe majority of consumers for why they have not taken further action, with only 28percent of users who have seen mobile ads finding them to be relevant and 42 percentsaying the ads disrupted their user experience.Other key findings include that traditional methods of product discovery still dominate,such as personal conversations. However, consumers are engaging with online discoverymethods, too.Forrester found that 79 percent of consumers conduct Internet searches via search enginesto find new products, 32 percent view general online ads, 30 percent look at onlineconsumer review sites, 23 percent read and post messages on Facebook, 23 percent seeads on Facebook, 17 percent use coupon apps and services, 7 percent read and post onTwitter, 7 percent see ads on Twitter, 6 percent read and post messages on Pinterest and 4percent see ads on Pinterest.The most popular discovery methods for word-of-mouth channels are online review sites,with 81 percent actively seeking this information doing so in this way while 72 percentspeak with people and 69 percent seek out online customer communities.For marketers, the results point to the need to be relevant and to be in the right place atthe right time with the right message with their mobile efforts.―You see a lot of marketers that try to be everywhere but who are not really having theright message,‖ Ms. Sverdlov said. ―What marketers have to do is use technology in asmart way to make sure the message is relevant.‖123