Why Mobile Matters

TheCulturalSignificanceofOn‐the‐GoConnectivity

image: papadont

anePaperbySidneyeveMatrix

mobileengagementtrends

social media design + build

abstract

InthisePaperweexploretheculturalsignificanceofon‐the‐goconnectivityviamobilephones,withtheaimofidentifyingthemostimpactfultrendsformobilemarketingandcommunications.Webeginwitharoundupoffivekeymobileconsumerhabits.Next,afterpointingtosomecross‐demographictrends,wefocusonanumberofconsumersegmentsfrom“techno‐tots”to“silversurfers”anddescribehowandwhytheyreachforcell/smartphones(andtablets)aseverydaycommunicationstechnologies.Finally,weidentifyarangeofmobilemarketingobjectives,content,andcampaignideasdesignedtomotivatedifferenttypesofmobileengagements.Thisresearchisalsoavailableasanon‐demandwebinar.

image: Stephan Geyer

introduction

ArecentsurveybyR2Integratedaskedmarketerswhymobilemattersfromtheirperspective.Respondentsidentifiedthetopthreereasonsforlaunchingamobilecampaignasleadgeneration,directsales,andaperceived

necessitytocompete

inthemobilemarketplace.Tocompeteinthisspaceit’snecessarytohaveaclearpictureofemergentformsandpatternsofmobilemediause.Inotherwords,weneedtounderstandhowand

whymobilematters

toconsumers.Beingpreciseabouttheuniquenessofmobileconsumerbehaviorpatterns,howtheyaredistinctfromonlinemediausehabits,willsparkideasforinnovativemobilecommunicationscampaignsthataddvalueforusersandachievemeasurableresults.

mobilemarketing

image: johncatral

&thenecessitytocompete

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