The new trends and technologies are constant. From the new mobile accessories like watches and fitness bands, to the constant connection and integration available with the Internet of Things movement, where we will be able to control everything from our home and car to the office. Mobile technologies range from the cellular connectivity and beacon technology, to the various payment services, all controlled from anywhere and any device. The purchasing power of today’s mobile consumer is soaring. According to Forrester, the purchases on smartphones and tablets are expected to increase by 173 percent, from $52 Billion now to $142 Billion by 2019. Mobile is now serving as our connection to almost everything.
The consumers of today expect a seamless integrated experience across the journey, with a consistent and aligned presentation of the products or services from the brand or business. The channel of content might vary, but they expect to be noticed and connected via their choice of location and connection. To make a proactive move with their products and services, new experiences are being created by the brands from the initial links between the technology brand’s products like the Samsung Phone to watch and TV, to newer things related to consumer products, like an Oral B toothbrush that connects to an app and a futuristic touch screen mirror. Many feel that “Mobile First” is old, so now it is assumed that mobile is a very personal and primary connection to the consumers of today. After all, ¾ of Americans over the age of 13 have smartphones, based on a recently published ComScore report. Through location based technologies like beacons and geo fencing with the opt-in of the consumer, we can now integrate and personalize the outreach based on the consumer and their mobile behavior.
Statistics show that the consumers in the US Market continue to increase use of mobile, while decreasing the use of the landline that used to connect most communications. The mobile phone might now be the primary connection point, but the consumers are always connecting and transacting in a new location. The purchase of a ticket to a last minute event such as a show or sports event, or a hotel stay in a city where you had a last minute trip are easily made on mobile. However based on a recent study by Princeton Survey Research Associates, only 12% of the respondents purchased a big ticket item via mobile. Will this change in the future? When and how? Those providing the connections and opportunity for purchases – from retailers to restaurants, the interest in efficiency and evolution of payment technologies (from Apple Pay and Google Wallet to Square) should never void the focus on the consumer experience. Adoption of any type of network or technology is highly dependent on the ease of use. There are always the early adopters and those who will sign up for the solution or service, but recurring use and loyalty is a completely different objective for the business or brand.
So the innovations and hype, as well as the purchasing patterns are all pointing to the increase in not only digital, but especially the mobile channel. Innovation in your campaigns from the style and format to the frequency and targeting is a must. While the gaps exist on measurement and optimization when compared to traditional media such as print and TV, the brands must follow where the consumers are, clearly resulting in the major increase in spending in digital, specifically mobile as highlighted in a recent Nielsen survey. Mobile should now be an assumption inside of all of your campaigns, regardless if you are looking at PR, Media, Advertising or Brand Awareness. Similar to the path that social followed in the marketing mix, it moved from an outlier, to a component and eventually a requirement. Mobile is dynamic, it is real time and competitive. If you are looking to make your business a leader in the category, or transition the brand into a new area, start where the consumers are today – go mobile. Otherwise, you can get lost in storytelling and imagination/creativity world which is even more difficult to measure the value and success in the data driven marketing we work with today.
This post was originally published on HourlyNerd