The virtual world has a few codes, patterns and different formats with the benefit that, thanks to the measurement of usage data, it offers an in-depth understanding of customers, which is of significant value for any advertiser. Thanks to this information, it is possible to refer exclusively to a certain type of audience and focus on the message that you want to transmit on the basis of their specific needs. Subsequently, the measurement of usage data by real users will provide the results of any campaign based on a large number of parameters. Therefore, measuring effectiveness is a fast and simple process in which it is possible to reliably establish the return on investment.
Currently, new formats and media appear in terms of advertising available to retailers, such as the Smartphone and tablet. The rate of penetration of the Smartphone in Spain is 66%, thus leading the European market and beating countries such as United States, where it reaches a 56%. The success of these devices has generated an extensive audience with the ability to become informed in real time about any product or service. Smartphones and tablets have also modified the way to communicate, interact and purchase, turning it into a valuable tool for advertising. Its advantages are undeniable: according to the third report on PPPs in Spain, prepared by The App, 80% of users do not leave their Smartphone to eat and only 1.5% leaves it at home during the holidays.
In addition to all the data already listed, the suitability of the association between advertising by retailers and the Smartphone or Tablet is heightened by the characteristics of these media. Services offered by these devices, such as GPS, enable the creation of campaigns associated with the location to get out of certain areas, thus making a much more accurate segmentation. Values such as closeness are appreciated for the audience to see ads through the Smartphone or Tablet and, consequently, more important when it comes to transforming a potential client into a real client.
Any retailer wants to increase his number of customers and, for that, knows that advertising is the most powerful tool available. The emergence of new media offer new possibilities with simple-to-use and very effective resources. The future of retailers undoubtedly goes through the Smartphone: how they adapt to it and use it will determine their success.
