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When the world went mobile (Part one)

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If you’re staying on top of the news or watching the technology radar then this observation is not going to take you by surprise. In a recently published survey by BRW and the Australian Communications and Media Authority there are now more than 8.5 million or 49% of the adult population using smartphone. This figure is quite telling given that only a couple of years ago it was 38%. What is more interesting about this figure is who was targeted in the survey. Adults although more affluent then their younger counterparts are not typically the technology adopters or advocates. This means that the culture, cost and ease of use barriers have been surpassed, with the real focus at hand now on reaching out to the mobility enabled marketplace.

In part one of this article we focus on three key touch points to managing a successful mobile strategy:

Anywhere anytime

Studies by InMobi have shown that adults in Australia spend on average 100 minutes per day on their mobile devices. In itself this might appear to be an interesting figure, but add to that the periods they do this, then we find that there’s actually little downtime where a device is not in reach. People are using their mobiles to fill in gaps of time for example when waiting for someone, going for a walk or even watching TV while sending tweets, e.g. The Voice. Research from Telstra found that Saturday morning showed the only real dip in usage and that was attributed to attendance during sporting events for their children. With this in mind we can open up our reach and depending on the time of day potentially tailor the message.

Mobile devices offer unique interfaces

Cameras, movement capabilities and location tracking are just some of the technologies that provide a point of differentiation to traditional web marketing, especially when delivered on a mobile device. The technology enhancements on the device provide the perfect call to action component when marketing to customers. Cameras are a gateway to personalised experience and how often have we seen campaigns where users try and trump one another to grab the limelight. Accelerometers that measure movement open up the possibility to add some fun to the campaign. Recently I saw some people at the pub waving the phones up and down. I couldn’t help but ask one of the patrons at the bar what was going on and learned that a beer company had created an app that emulated a strong arm competition, similar to the one at a fair where you try and ring the bell. If it went off they received a free drink. The vendor might have given away a few beers but the real focus was on the brand.

 Design a tangible benefit for the customer

Taking off the preverbal marketing hat for a minute, what can we offer our customers that provides a unique benefit, drives the brand message and creates potential advocates?  For example, I’ve seen where a fitness clothing retailer provided a workout monitoring app. This free app enables the individual to record their exercise routine and keep track of their progress. In a subliminal way it promotes the brands value proposition and drives clients to engage with the company regarding their technical clothing. Sharing experiences is just one of the methods being adopted in social media shopping and creates brand advocates through trustworthy references.

In part two we look at digital advertising, traditional emailing and digital loyalty.

Happy Retailing!

Part One | Part Two | Part Three

Stephen Duncan

Stephen Duncan

Stephen Duncan is a Technology Retail Specialist.

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