Involve the consumer in the co-creation of experiences
Posted: Sat Apr 05, 2025 6:41 am
We are facing an increasingly complex digital landscape, with fragmentation of media, technologies, devices, and software , combined with changing consumer behavior, making it increasingly difficult to set goals, develop messages, and measure results. This only accelerates the need for ROI analysis tools that allow us to make quick decisions." This is the blunt statement from the Interactive Advertising Bureau Spain (IAB Spain) in its " Mobile Effectiveness Guide," presented yesterday.
The guide aims to facilitate the measurement of the effectiveness of actions in the mobile environment. To this end, it recommends:
1. Include measurement tools based on the objectives
The measurement process must be adapted to the established country email list objectives and the technology used. Launching a campaign based on a mobile app, which will report the number of downloads and sales, duration and type of use, user ratings, and cross-selling, is not the same as launching a campaign through MMS messages, where the priority will be to determine the open and response ratio.
2. Adapt advertising formats to the campaign objective
Creativity is vital to the effectiveness of an advertising campaign. It's recommended to leverage interactivity and add value to the user by using contextual information, such as location.
Users perceive mobile as a private, participatory, and fun medium that allows them to interact with different advertising platforms. To enhance this engagement and offer personalized experiences, it's advisable to maximize the use of various formats: QR codes, geolocation, augmented reality, payment gateways, mCommerce, etc.
The guide aims to facilitate the measurement of the effectiveness of actions in the mobile environment. To this end, it recommends:
1. Include measurement tools based on the objectives
The measurement process must be adapted to the established country email list objectives and the technology used. Launching a campaign based on a mobile app, which will report the number of downloads and sales, duration and type of use, user ratings, and cross-selling, is not the same as launching a campaign through MMS messages, where the priority will be to determine the open and response ratio.
2. Adapt advertising formats to the campaign objective
Creativity is vital to the effectiveness of an advertising campaign. It's recommended to leverage interactivity and add value to the user by using contextual information, such as location.
Users perceive mobile as a private, participatory, and fun medium that allows them to interact with different advertising platforms. To enhance this engagement and offer personalized experiences, it's advisable to maximize the use of various formats: QR codes, geolocation, augmented reality, payment gateways, mCommerce, etc.