smartphones and tablets have transformed
the
we relate and communicate with people, but
really focus on how prevalent they are the next
time you’re, well…the next time you’re
anywhere.
The workplace – do we ever call anybody ‘at
the office’ anymore? Not often, as our phones
are always with us, even at meetings or during
lunch. Many people also use their smartphones
after work to keep up with the never-ending flow
of emails.
Meanwhile, tablets are gaining prominence in
offices as they’re often used in the field to take
notes and record video or for sales and
presentations.
A coffee shop – the next time you’re in a coffee
shop, count the number of devices you see in
the store. Chances are there will be a few
people fiddling with their phones in line, some
others sitting alone having a coffee and reading
the news or playing a game on their tablets, and
the rest will be sitting in pairs or groups talking
(but phones will still be in hand or somewhere
close, maybe on the table). No crystal ball here
– just reality.
Shopping – whether it’s checking their list at
the grocery store, comparing product reviews
and prices, or texting without watching where
they’re walking, people are using their phones
while they’re on the move.
A family function – check it out over the
holiday season when you visit family. You’ll see
both kids and adults reading and playing games
on tablets and everybody will be checking their
phones in between lulls in conversation. The
lucky ones will get phones, tablets or other
devices as gifts.
So, what all these hypothetical anecdotes have
to do with mobile marketing and your business?
Put simply, there are a lot of people living in the
mobile arena, which means that’s where
marketing needs to go. Look at the dawn of TV
and the computer; new, poplar mediums attract
scores of people, and the best marketing
follows the people.
Here are a few reasons why putting your
company into the mobile marketing game is so
important:
Perception
According to the Pew Internet & Life Project, as
of 2013, 56% of adult Americans have a
smartphone and 35% have tablets. These
numbers are rapidly rising year over year,
especially among the younger generations (your
future customers).
You have to be where your customers are to be
successful and your customers – no matter
what business you’re in – are living in a mobile
world. The optics for companies who refuse to
get involved in the mobile market aren’t good –
it looks like they are either falling behind and
losing touch or they just don’t care.
Consumers are giving businesses an opportunity
to engage with them on a level they’re
comfortable with…what’s not to love about that?
For perception’s sake, try mobile marketing on
for size…you may like how it feels.
Efficiency
Do you want to give your customers a
consistent brand experience across all relevant
mediums? Check for responsive web design. Do
you want to reach your customers at the right
times when they’re in the right locations? Check
for GPS monitoring.
Do you want to interact with your customers in
new and interesting ways? Check for QR codes.
Mobile marketing works and it’s out there
making your competitors’ campaigns more
efficient. By effectively integrating with your
current digital marketing strategies, mobile
marketing can increase engagement, boost
conversions and enhance overall results.
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