The Power of Mobile is Changing the Marketing Game
by Andrew Loscher
Imagine stepping into the past and telling marketers that they can now communicate with their customers anytime, anywhere, and at any budget. Not only can you communicate with them, but customers want and expect it. Oh and by the way these same consumers will generate brand content and basically do half your job. What would sound crazy 10 years ago is so common today that we take it for granted. It’s one of the most amazing times in the history of marketing to be a marketer.
Mobile technology and consumer habits are paving a new and exciting way to reach your customers. The possibilities are endless with the only limit being your creativity. These interactions are becoming even more immersive with new technologies like augmented reality and artificial intelligence. Brands are able to reach customers through authentic communication that provides value and builds trust, rather than through a giant obtrusive billboard in their face.
More People Have Access to Mobile
Today, it should come as no surprise that it’s more common to own a smartphone than a desktop or laptop computer. People are more likely to go to their smartphone when considering a purchase or getting answers to their questions. Mobile devices are portable and more convenient, no matter who or where you are. If mobile is where consumers are, than that’s where businesses should focus their efforts.
Mexico, Indonesia, and India each have more than 4x as many smartphone users as they have desktop users. The UK, USA, and Canada have mobile customers that will also have access to a desktop but spend more time on mobile and, in the next decade, may transition to mobile only. Roughly 20% of US adults are “smartphone-only” today. People in these countries already spend more than twice their time on mobile, even if they own a desktop.
We take our smartphone everywhere we go – and let’s be honest, we panic if we can’t find it. We check our phone an average of 47 times a day, as it has become a vital source of information in modern day life. That alone changes things. However, not only has mobile gained rapid and widespread traction, it has also changed what people value.
Mobile technology is creating an on-demand world where consumers expect things to be delivered to them faster and more efficiently. It’s creating new opportunities in almost every industry. This is possible because of the direct connection a brand has with the consumer on their mobile device. Many modern brands have relied solely on mobile to interact and transact with the customer.
Google has coined the term “micro-moments” to describe an intent-rich moment when a person turns to a device to act on a need – to know, go, do, or buy. These micro-moments are increasing and, with it, the the chance to interact with your customers. This gives companies the opportunity to deliver what users are looking for and ultimately gain their business. The winner of these micro-moments will be decided based on the quality of the user’s experience.
Brands need to understand the mobile customer journey and how they can be there when a customer is in need of something. Mobile provides a diverse way for users to interact with and consume media. For instance, video is by far the most popular format for mobile users, attracting 82% of mobile viewers regularly. Social networking and audio content follow, drawing 70% of mobile users on a daily basis. Mobile games, while not quite as popular, are still used by over half of all mobile device users.
More Ways to Deliver Your Message
Mobile has also “invented” and improved nearly every other marketing method available. There are dozens of possible channels you could use to deliver a marketing message. The following eight are the most effective on mobile and have a few distinct differences presented on mobile compared to their desktop incarnations:
Social Media – Social media and mobile are linked in quite a few ways. The manner in which their audiences grow and respond to content are very similar. The 55+ user group is growing the fastest for both of these platforms. For the most popular social media platforms, including Facebook, Twitter, and Pinterest, 80% of their most active users will primarily use mobile to connect.
Email – Smartphones and tablets can no longer be ignored by email marketers. They represent a massive part all email interactions and revenue. Email is largely read on mobile, with 61% of email opens occurring on a mobile device.