We are rarely more than 3 feet or 3 minutes away from our phone. This device we have all become so dependent on provides marketers an unparalleled level of access to the individual consumer at the individual mobile user level.
Marketing since the 1800’s has been about broadcasting a message and hoping we have targeted the right audience. Whether print, radio, TV, billboard, web advertising or email – the famous marketing quote from John Wanamaker in the 1800’s still holds; “half of advertising is wasted, the problems is I don’t know which half”.
Mobile puts “your brand in their hand”. Mobile provides the opportunity to target every consumer as an individual – and the access to guarantee you get that message delivered and know they have received it . Knowing who received the message and how they reacted enables tracking and synthesizing of all redemption information at the personal user level.Access Your Mobile Customers
In late 2014 early 2015 Apple and Android both released bigger phones and Google decided to give higher SEO ranking to mobile responsive sites. In the space of 18 months we were able search and get what we wanted on our phone in a way we could see it and use it. Almost instantly the world went mobile – by the end of the year 85% of transactions were initiated on a mobile and by 2016 the small screen had become the first screen – and there is no going back.
Groupon illustrated it is possible to sell a brand or product with a one great image about the size of a business card. Mobile cut through requires strong visual stimulus, good use of arresting and appealing images and video. What worked for desktop and tablets doesn’t work for the small screen.
In 2015, 50% of malware on phones was attributable to phishing and spoofing attacks delivered in linked emails and SMS messages - Engagement without using visual stimulus is increasingly difficult as consumers refuse to click links from unknown content sources.
Email is NOT a product for the small screen. Email volumes continue to rise as open rates and engagement rates drop to lowest recorded levels. Marketers need to find new ways to engage the mobile user. Marketers need to re-think about accessing and engaging the market – what worked in 2014 and 2015 will not work in 2016.Start engaging Mobile Customers
Marketing is the activity, set of institutions and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. The best outcome in marketing is when sales transactions follow as a result of marketing action.
Vouchers, coupons, gifts and loyalty rewards can act to stimulate direct response action. The role of these “call to action” sales and marketing tools is evolving. Historically their primary purpose was to promote a product or store. However, these offerings now deliver more than just the next immediate sale. The ability to deliver unique promotions direct to mobile users coupled with enhanced one to one engagement enables brands to promote sales and track responses at the individual user level.
With MobileDigital – every action, and every response contributes to building the profile of the unique mobile user. Vouchers and Coupons are forecast to grow to over $1 Trillion by 2020 – with all growth to be in digitally delivered products.Lead mobile customers to action