IAB Expert Panel #12 The potential for mobile market development in Poland.

IAB Expert Panel #12: The development potential of the mobile market in Poland

On April 29, 2022, the IAB Expert Panel #12 on the development potential of the mobile market in Poland was held in Warsaw. At the beginning, a summary of the report prepared by IAB Poland on the development of mobile in Poland was presented. This was followed by a panel discussion, which included six experts representing various companies related to the mobile or Internet industry.

The discussion focused on the situation of m-commerce and m-marketing in Poland. The entire event could be followed live thanks to online streaming.
The panel discussion was attended by a group of 6 experts:

  • Tomasz Wozniak – Future Mind
  • Piotr Bubak – Onet Group.en S.A.
  • Grzegorz Chylinski – Adrino
  • Robert Hibner – mBank
  • Artur Zawadzki – Spicy Mobile
  • Barbara Żbik – PayU

The discussion primarily revolved around the topic of m-commerce and m-marketing, as well as general forecasts and considerations on the development of the mobile market in Poland. The discussion went largely without moderation and asking questions, and basically went on naturally on its own. The interlocutors were eager to discuss among themselves, leading reflections on the problems that hinder the development of m-commerce and the obstacles that marketers may encounter when preparing activities in the mobile channel.
Grzegorz Chylinski pointed out that Poland still has a low level of mobile penetration. Many agencies are not well acquainted with this medium, hence there are great difficulties in convincing them of the effectiveness of this channel. Besides, mobile is not the golden mean and not every campaign in mobile’u will be effective. That’s why you need to start with a lot of research and an emphasis on educating both marketers themselves and the general public.

Otherwise it will be hard to overcome the barrier of reluctance to increase spending on the mobile channel in marketing strategies. In a further discussion on m-commerce, Artur Zawadzki also pointed out many people still don&#8217t know how to use the functionality provided by mobile, to satisfy the user. Until this is fixed, the potential of m-commerce will not be fully realized.
Tomasz Woźniak noted that There is a lack of production budgets to produce new mobile channels, Which, in turn, will allow you to reach mobile users. Marketers are still lacking in this field. Publishers’ advertising budgets are small and it is hard for them to allocate additional money to the mobile channel. Many people have permanently switched to small screens, giving up browsing full versions of websites – the message will not reach this group of people.

Wozniak also drew attention to the changes that mobile is causing in the content of the sites themselves. The way we consume media has changed, users no longer interact as much as they used to. Instead of heated discussions on portals, these days we like, share’u, but don’t comment – and if we do, it’s in a laconic way.
Barbara Żbik also stressed the importance of adapting sites to the mobile channel. Mobile advertising, in order to work well, must work on good mobile sites, and these are still lacking. In Poland, there are still many companies that do not have efficient mobile websites or RWD pages, applications are often not well thought out. An increase in overall awareness of the mobile market would certainly make marketers’ jobs easier. Here Robert Hibner joined the discussion, noting that mobile advertising is often ill-conceived.

It often represents a thumbnail and copy from the desktop, while the mobile channel requires a completely different type of advertising – Clear advertising that gives extra value to mobile users. Advertising that does not interfere with user paths and does not irritate them. One of the solutions to help with this would be, for example.

Weaving advertising into the information architecture of the site.
In the context of e-commerce itself, Wildcat pointed out the problem of leaving a shopping cart that already has products in it. On mobile’the number of abandoned shopping carts increases dramatically. This is due to poor UX, Which throws a pall over the user, discouraging him from finalizing the purchase. And this one should be simple, fast and efficient. Wozniak and Hibner pointed out that for many stores, such as. of those with very wide assortments, making a good UX or jumping over the problem of a fast site is very difficult, and sometimes almost impossible.

That’s why the big stores, which are most profitable with stationary sales, don’t necessarily see the point in loading money into the mobile channel, which carries a not inconsiderable cost. Such projects are often relegated to the background because they require a lot of cost and effort. Many stores, in order to reach a wide range of customers, would need both their app and a well-functioning RWD site, and this keeps multiplying problems.

Wozniak pointed out that in order to minimize costs it is worth deciding on a good web channel first, and then, after some time, consider the option of developing native solutions.
At the very end of the discussion came the topic of latest gadgets, if only from the world of wearables. Most experts have pointed out that it will still be a long time before these gadgets become widespread among users, and even then, it may be difficult to realize their potential in m-commerce and marketing efforts. Wildcat, however has recognized their potential in collecting valuable data, which can then be used for marketing purposes.

Smartwatch, worn all the time, knows almost everything about the user. And any such information is valuable to a marketer in planning a well-targeted campaign.
The transcript of the entire panel discussion is available on the IAB Poland website.
You can find coverage of last year’s expert panel at this link.

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