Mobility Taking Marketing to the Next Level of Engagement
Mobility has drastically re-shaped the way people behave, as consumers, as business professionals, and as social individuals. As a result, audiences are now far more receptive to receiving information through their mobile devices than ever before, almost to the point of being universally expectant.
There are aspects of mobility which lend themselves to certain areas of modern interaction more than others, one prominent example being optimised marketing channels. Mobile marketing has evolved into an essential requirement for any business looking to successfully engage with their target audiences today, no longer just in retail and mCommerce.
When 91% of the people on the planet have mobile phones, it is clear that mobile marketing will inevitably become one of the best ways to establish relationships between brand and consumer, with a shift into a universally mobile society looking increasingly likely year on year. However, when adopting mobile capabilities, businesses must ensure that their strategy is aligned with the overall business goals, and just as importantly with the requirements of the consumers.
The popular belief among many mobile analysts and evangelists, that mobility is going to become increasingly embedded in our lives, is now a reality. The National Retail Federation has forecast that more than 50% of total online retail sales will come from mobile devices this year.
From a marketing perspective, this means that a new genuine priority has emerged, as well as an enormous opportunity to capitalise on how reachable consumers can be, thanks to modern channels of communication such as social media.
However, mobile marketing is not something that should be taken lightly, or rushed into. Understanding details such as different operating systems, app platforms and varying screen sizes, among other crucial areas of adaptation, is an extremely complex process. Around 40% of consumers will reportedly turn to a competitor website after a negative mobile experience, putting additional pressure on mobile optimisation.
Consequently, businesses planning to implement mobile marketing strategies must carefully identify and target the needs and preferences of their users, in order to fully leverage the potential of the technology available.