It’s official, we have been “mobilized”. According to Nielsen, over 50% of mobile phone users are now carrying smartphones. Technology and the Web has embedded itself in every corner of our daily lives through mobile devices — whether it’s through an iPhone, Android phone, Windows phone, iPad, we all want to be connected to the world while we are on the go. Think about just a few of the ways users incorporate mobile devices into daily work and play.
1. Phone calls
2. Sending text messages
3. Reading news
5. Social Media
6. Checking bank account
8. Maps for directions
9. Restaurant recommendations
10. Google search
Consumers have a love affair with their mobile devices, particularly their smartphones. More often than not, they are the first thing we reach for in the morning and the last thing we put down at night. Smartphone adoption has jumped 38% between 2011 and 2012; consumers are using their devices everywhere and they are not only surfing the Web, they are also looking for local information about businesses and engaging with that business through a phone call or a visit to the business. Mobile devices are transforming how consumers connect and make decisions in their daily lives. It is also changing how businesses and brands interact with their customers — Mobile presents opportunities to create deeper, richer customer experiences.
What does this mean for marketers?
Context and relevance will be critical elements for success in the mobile realm. Context will be about providing the content that is relevant to the immediate needs of the target audience, ideally in a real-time and geo-targeted environment. Consumers will gravitate towards brands that provide the context and relevance to their daily lives — so at the end of the day it’s back to content marketing and brand awareness. Marketers need to stop thinking about mobile as a tool, but as a channel to create a deeper customer experience — potentially the bridge between the online and physical world.
Consumers’ obsession with mobile, local, and social is creating the perfect storm for marketers — Mobile devices are always on, they are always with our customers, and they combine multiple touch points in one device: ads, collateral, email, social, sms, etc. In the absence of a transaction, a strong mobile presence will help a brand maintain engagement with its customers — and we can now stay in touch with our customers no matter where they are because they are always connected through their mobile devices. What challenges do you see with mobile?