Everywhere you look these days you will see a ‘young person’ glued to their mobile device. What are they doing? When I was young, we didn’t have these things.
We entertained ourselves outside this box that we call the mobile phone.
The closest thing I had was my Walkman, a C90 cassette tape filled with the latest mix tape I had created and a pack of AA batteries. The reason I had this was so that nobody would bother me on my 45 minute commute to work. In other words, I was hiding behind my Walkman.
So let me define hiding. Basically, when my Walkman was on, I didn’t have to respond to stranger’s attempts at conversation. This is just as true for the mobile phone user today.
If I’m swiping, don’t talk to me.
The mobile phone is used as a shield to repel the unwanted attention of others. It can be whipped out at a moments notice and all of a sudden you are bathed in data that protects you, keeps you engrossed, and keeps you in touch with the things that matter to you.
But the mobile phone is a two way shield. While it protects you, it protects marketing messages from being disrupted by outside influences such as life.
You see the mobile phone doesn’t just bathe you in data, It also allows marketers to reach you when you are out and about. Messages can be delivered to the user depending on things such as location. And while you’re busy hiding from the world, you are also busy consuming vital marketing messages that can influence your next purchase. But this isn’t a new concept.
Let’s go back 50 years or at least to a time when mobile technology didn’t exist.
Back then you would see people get on a bus or a train ready for a journey. Once they were settled they would bring out their newspapers and magazines and shut themselves off from the world. When they reached their destination, they would put their shields away continue their day.
But while they were engrossed with their papers and magazines, they would also see adverts for products or services that could appeal to the reader.
This is very useful to the marketer as they knew the kind of demographic that read this type of paper and magazine so they could deliver the message in a way that was appealing to the reader.
So back to today. The amount of online searches performed on a mobile devices opposed to a PC or MAC has been steadily rising since 2008.
According to Danyl Bosomworth
” we’re now past the mobile Tipping Point as this report from comScore shows. So it’s no longer a case of asking whether mobile marketing important, we know it is! It’s now a question of using the statistics to understand how consumers behave when using different types of mobile devices and what their preferences are.”
And this is a good point. We need to know how consumers behave today, using today’s technology and meet them where they are at, not where we want them to be. Never under estimate the power of mobile marketing, this is a form of direct marketing (selling products or services directly to the public). Showing up at the right time and place is necessary to be able to engage your audience, and one of the best ways is through their mobile device. You still have to know how to convert them, but at least you know where they are.
And if you are showing up, you are one step closer to your goal.