Upward mobility of sales through mobiles

According to a survey comprising 1100 participants commissioned by Microsoft, mobile ads drive sales in categories with shorter purchase cycles. 13% of the participants claimed to have purchased movie and concert tickets and other entertainment goods based on mobile ads. 12% had purchased packaged goods and 10% , consumer products and electronics. Financial services and auto don't receive a boost in this ambit- though there is a need for mobile ads pertaining to the same as the individual with purchasing power will make frequent comparisons as he visits dealers and agents.

As early investment in mobile is less, so too are ad campaigns shorter until the channel widens, and, with it, budgets, thereby influencing long-term financial services, to cite an instance.

The Microsoft findings may be faulted on the following grounds:

Commissioned by Microsoft, it will evidently display information that highlights dollars and advantages.

The dearth of case studies gives rise to difficulties in concluding that some categories truly outperform. Engaging campaigns and pleasant content, liked by the user, lead him/her to spend on superior brands rather than categories not much cared for, and builds brand loyalty on a long-term basis.