A case study from Takeda shows that mobile users aren't just more populous, they are actually more engaged than desktop users.
Takeda measured a campaign on WebMD for engagement on its Velcade.com website:
During the campaign, Takeda closely monitored the aggregate engagement of mobile users with the center’s content and with the content of its brand’s site, once the users moved from WebMD’s resource center to Velcade.com. According to Takeda, patients using mobile devices viewed on average 55% more pages and spent 20% more time viewing the center’s content than desktop users.
Becky Terry, senior product manager, U.S. patient marketing, Takeda Oncology added:
“This validated our belief that patients are looking for relevant disease-state content on the go and, provided the mobile experience is optimized for their devices, they may engage at a deeper level than users browsing on their desktops,” Ms. Terry says. “Ensuring that the brand content considered key for patients is easily accessible and loads quickly on mobile devices will help marketers run an effective and seamless marketing campaign that will also further the brand.”
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