It is with us. It is now an appendage. The mobile device is now part of our DNAge. The relationship we are now establishing between users and their connected devices are stronger than ever. The mobile phone is an integral part of our lives.
Jennifer Marlo in imediaconnection.com wrote that we all know that mobile can be a powerful marketing tool. Mobile provides marketers the opportunity to make more precise, data-driven decisions than ever before and offers a way to connect with consumers on their most personal possession.
It's time to stop considering mobile and time to start thinking mobile.
Here is data to back that up. In August, 51% of all buying decisions began on a mobile device. During this year so far, 41% of smartphone users research and purchase on their smartphone. 46% of smartphone users research on a smartphone and go to the store to purchase.
Mobile provides us all with an engagement medium that allows us to deliver relevant communications to a specific target segment. This means we have to provide relevant and engaging content to them. Always remember to place the consumer at the center of all of our actions. The consumer experience must be easy.
Having said that, mobile is no more complicated than the old fashioned print ads except you have to understand the medium and where your target is at the time you contact them. Yes. It is a push medium and not a 'run it up the flagpole and see which way the wind blows' platform. We need to push the message out to our opted-in potential customer in order to solicit a response. This is the beginning of dialog. And once dialog begins, the interactivity can result in a satisfactory conclusion....that of offering and selling your product and/or your services to the intended target.
Mobile allows immediate results.
For retailers and manufacturers, a MOBILEFirst strategy should be at the center of your budgeting considerations. If not, you are destined to do what you did before. Doing that will get you what you got. That is a trail to fail.
Mobile is shaping the future of marketing innovation.
Lance Hanish is Co-Founding Partner in CNA | Sophis Integrated Marketing Communications.
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