# Mobile Marketing: challenges and opportunities over the festive period and beyond Author: Pal Sinha, Barnali Author URL: https://financedigest.com/author/pal-sinha-barnali Published: 2022-12-06 Category: BUSINESS Category URL: https://financedigest.com/category/business Meta Title: Maximise Festive Season Engagement with Mobile Marketing Meta Description: Learn how to adapt to changing consumer behaviours and leverage mobile marketing to drive business growth during the festive season and beyond. URL: https://financedigest.com/mobile-marketing-challenges-and-opportunities-over-the-festive-period-and-beyondhtml ![undefined](https://prod.superblogcdn.com/site_cuid_cm5qst7v3003gwirgwqtxn8i8/images/istock-1308743804-1736814756720-compressed.jpg) _![](https://prod.superblogcdn.com/site_cuid_cm5qst7v3003gwirgwqtxn8i8/images/636-1736814756670-compressed.jpg)_ _By **Arunabh Madhur,** Regional VP & Head Business EMEA at SHAREit Group_ The festive season is a make-or-break time of year for businesses, especially in the current economic climate, and reaching consumers during this season is more important than ever. From watching advertisements to searching products online, consumers are becoming increasingly dependent on their mobile devices for every stage of the customer journey. In the UK alone, it’s estimated that people spend an average of [four hours every day clicking](https://74n5c4m7.r.eu-west-1.awstrack.me/L0/https:%2F%2Fwww.dailymail.co.uk%2Fsciencetech%2Farticle-10394221%2FPeople-spend-4-8-hours-day-mobile-apps-research-shows.html/2/01020184e2a3d91f-31a88cf5-9bd6-4621-8b15-d279ecfb509c-000000/nQEZZ02Z3beoWJy0MzBoXFRXKvA=298), tapping, swiping, and streaming content on their mobile devices. With consumers engaging on [mobile and digital](https://www.financedigest.com/fraud-in-a-mobile-digital-world.html "FRAUD IN A MOBILE DIGITAL WORLD") channels more than ever before, marketers need to quickly adapt to changing consumer expectations using the latest digital capabilities. [Marketers who understand how to exploit this opportunity](https://www.financedigest.com/new-healthcare-market-review-reveals-elderly-personal-care-sector-creating-exciting-investment-opportunities-and-defying-brexit.html "New Healthcare Market Review reveals elderly personal care sector creating exciting investment opportunities and defying Brexit") will reap huge gains – not only during this festive season but also as we head into the New Year. [**Marketing challenges over the festive period and beyond**](https://www.financedigest.com/beyond-the-pill-strategy-to-be-the-centerpoint-of-facial-skincare-market.html "“Beyond the Pill” Strategy to be the CenterPoint of Facial Skincare Market") The past couple of years have presented new and unexpected [challenges with many marketing leaders](https://www.financedigest.com/how-finance-leaders-can-turn-the-inflation-challenge-into-opportunity.html "How finance leaders can turn the inflation challenge into opportunity") being forced into rethinking existing strategies. Whilst the [digital marketing evolution](https://www.financedigest.com/the-evolution-of-loyalty-and-its-place-in-the-digital-age.html "THE EVOLUTION OF LOYALTY AND ITS PLACE IN THE DIGITAL AGE") is exciting and presents endless opportunities, keeping up with the latest technological advancements and rising consumer demands are just some of the challenges which can quickly become overwhelming. One of the main challenges anticipated for marketing leaders over the festive period is the shift in [digital transformation](https://www.financedigest.com/how-digital-is-transforming-finance-in-2023.html "How Digital Is Transforming Finance in 2023"). In the age of the hyperconnected consumer, [delivering a personalised experience](https://www.financedigest.com/how-partnerships-fuel-fintech-innovation-and-help-banks-deliver-a-better-customer-experience.html "How Partnerships Fuel Fintech Innovation and Help Banks Deliver a Better Customer Experience") is key for retailers and businesses who want to stand out from the crowd. Today’s consumers expect personalised messaging, and digital and [mobile channels are crucial](https://www.financedigest.com/why-mobile-apps-are-crucial-for-a-successful-business.html "Why Mobile Apps are Crucial for a Successful Business") for acquiring and retaining customers. For example, a few years ago, the idea of using entertainment and gaming to [reach audiences](https://www.financedigest.com/cultural-considerations-when-developing-websites-for-global-audience-reach.html "Cultural Considerations When Developing Websites for Global Audience Reach") may have been considered somewhat ineffective. However, last year alone was a major turning point with lockdown encouraging [mobile users across the world](https://www.financedigest.com/around-the-world-in-mobile-payments.html "Around the world in mobile payments") to spend more time-consuming online entertainment. Therefore, [marketers can broaden their horizons by implementing more local and customized content](https://www.financedigest.com/beyond-the-pill-strategy-to-be-the-centerpoint-of-high-content-screening-market.html "“Beyond the Pill” Strategy to be the CenterPoint of High Content Screening Market") into their campaigns to attract consumers attention. Some brands are facing significant [budget cuts](https://www.financedigest.com/icrc-to-cut-some-1500-jobs-as-humanitarian-budgets-seen-sliding.html "ICRC to cut some 1,500 jobs as humanitarian budgets seen sliding") as a result of the pandemic and rising inflation. According to a recent survey, [69% of marketers feel it has become more challenging](https://74n5c4m7.r.eu-west-1.awstrack.me/L0/https:%2F%2Fwww.marketingweek.com%2Fmarketing-budgets-essential-food-cuts-and-male-representation-5-interesting-stats-to-start-your-week%2F/1/01020184e2a3d91f-31a88cf5-9bd6-4621-8b15-d279ecfb509c-000000/ya-LcoODkWA88oAnzTvOjx4Ukio=298) in recent months overall, due to tightening budgets and bigger expectations. To help overcome this, implement a more cost effective mobile marketing strategy with higher added value is a significant access for [brand engagement and marketing opportunities](https://www.financedigest.com/the-rise-of-finfluencers-presents-unique-opportunities-but-brands-must-proceed-with-caution.html "The rise of “Finfluencers” presents unique opportunities but brands must proceed with caution"). **Leverage open [platform strategy to power](https://www.financedigest.com/danich-local-and-regional-banks-launch-mobile-wallet-powered-by-nets-new-hce-and-tokenisation-platform.html "DANICH LOCAL AND REGIONAL BANKS LAUNCH MOBILE WALLET POWERED BY NET’S NEW HCE AND TOKENISATION PLATFORM") business growth and global expansion** Mobile [marketing enables businesses to reach mobile users in specific locations — and adapt their marketing campaigns and messaging](https://www.financedigest.com/analysis-ecb-seen-struggling-to-keep-market-on-side-after-mixed-messages.html "Analysis-ECB seen struggling to keep market on side after mixed messages") accordingly. While advertisements on popular [social media](https://www.financedigest.com/10-tips-to-help-with-your-social-media-customer-care.html "10 TIPS TO HELP WITH YOUR SOCIAL MEDIA CUSTOMER CARE") platforms like Facebook and Instagram are a part of the marketing mix, brand marketers are also leveraging other popular mobile apps in their target markets to reach new audiences. Understanding the [customer should always be a priority](https://www.financedigest.com/president-trump-signs-executive-orders-on-trade-and-designates-trade-and-customs-law-violations-as-law-enforcement-high-priority.html "President Trump Signs Executive Orders on Trade and Designates Trade and Customs Law Violations as Law Enforcement “High Priority”"). For marketers, it’s [important to immerse themselves in the local landscape as this will help understand the behaviours](https://www.financedigest.com/changing-face-b2b-business-practices-understanding-timeless-behaviour-important-ever.html "The changing face of B2B business practices – why understanding timeless behaviour is more important than ever."), needs and habits of audiences in certain regions. Organisations must explore every avenue in order to make sure they’re on the same page as their customers, picking the correct [distribution and marketing](https://www.financedigest.com/distributed-fibre-optic-sensor-market-to-record-a-cagr-of-10-4.html "Distributed Fibre Optic Sensor Market to record a CAGR of 10.4%") channels, and impactful messaging for their goods and services. With internet [access limited in emerging markets](https://www.financedigest.com/fico-and-efl-partner-to-extend-access-to-credit-for-unscoreable-consumers-and-entrepreneurs-in-multiple-markets.html "FICO and EFL Partner to Extend Access to Credit for “Unscoreable” Consumers and Entrepreneurs in Multiple Markets"), ensuring that information is easy to find, digest and most importantly, share via word of mouth is essential to spreading brand message and increasing conversions. The culture of [sharing exists in most markets](https://www.financedigest.com/global-splined-sleeves-market-size-share-trend-growth-forecast-to-2031.html "Global Splined Sleeves Market Size, Share, Trend & Growth Forecast To 2031") with people using word-of-mouth recommendations from friends and family. Interestingly, people in different regions share apps through file [sharing apps to help save mobile data](https://www.financedigest.com/european-shares-edge-higher-on-healthcare-lift-weak-china-data-stokes-worries.html "European shares edge higher on healthcare lift, weak China data stokes worries") while also transferring files quickly and easily. Marketing is always evolving and as the [costs for innovation increase, the costs for failing to meet consumer expectations](https://www.financedigest.com/five-cost-of-living-trends-expected-in-2023.html "Five cost of living trends expected in 2023") are even higher. Therefore, it’s important now more than ever for marketers to focus their efforts on ensuring they have a cohesive mobile [marketing plan](https://www.financedigest.com/italys-a2a-trims-green-investment-plan-citing-economy-volatile-markets.html "Italy’s A2A trims green investment plan citing economy, volatile markets") to connect with existing and new consumers, or else risk getting left behind. --- This blog is powered by Superblog. Visit https://superblog.ai to know more. ---