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CONTENTS BUSINESS NATION WORLD TECHNOLOGY HEALTH/LIFESTYLE
BUSINESS
How Mobile Raises the Bar forBrand Communications
A guide to capturing the growing segmentof digitally connected consumers
By Marishka Noelle M. Cabrera
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How mobile raises the bar for brand communicationsa
T
raditional media – print, television,radio – will always have a placein any marketer’s strategy. But as anew generation of consumers becomesincreasingly connected and mobile, withsmartphones and tablets serving as theirmeans of accessing the world, technology isreshaping the marketing landscape. A 2012study fromglobal consultancy
group TNS
raising the bar for brand communications.Findings show that adopting a mobilestrategy is imperative for any brand,and “that a proper understanding of consumers’ relationship with their phonesis essential if advertisers are to master the world’s most ubiquitous communicationsplatform.” Researchers of Mobile Life, theannual TNS study, spoke to 48,000 mobilephone owners in 58 countries about their behavior, motivations, and priorities.Consumers, the report reveals, arecreating a “very personal mobile world”comprised of “a series of regular actionsand engagements that form a core partof their experience.” For brands to beable to penetrate this world and reap the
of the core consumer needs: experience,independence, convenience, relevance,and reassurance.
Consumer engagement is goingdigital.
According to a 2011 Yahoo!study, “Mobile Modes: How to Connect with Mobile Consumers,” mobile onlineusage can be grouped into seven modes:
Connect
refers to the different ways tocommunicate using the mobile phone;
Search
or the information-seeking behavior of the user;
Entertain
by playing, viewing, and listening to various media;
Manage
involves coordinating aspectsof everyday life;
Inform
covers viewingnews and educational sites;
Shop
refersto online purchasing, price comparisons,and the like; and
Navigate
entails locatingdestinations via online maps or directions.
STRATEGY POINTS
As smartphone and tablet usage grows, the mobile trend presentsboth challenge and opportunity for brands to reach their targetmarket in the digital arenaMaintaining consumer interest and engagement requires a moreinteractive and innovative approach, such as the use of newtechnology, mobile-friendly websites, and active presence onsocial networking sites
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CONTENTS BUSINESS NATION WORLD TECHNOLOGY HEALTH/LIFESTYLE
“[M]obile phones help consumers managetheir lives better, making them feel morein control of the details,” the study notes.In addition, users are now spending moretime on a mobile device browsing the web, watching online videos, and talkingand texting, than reading a newspaper ormagazine and listening to the radio.The TNS report echoes that sentiment: “Theincreasingly interactive user experienceprovided by mobile gives consumers thepotential to empower and personalise theirexperience of the world.” It comes as nosurprise, therefore, that the number of smartphone users across the globe is rising.
Consumers are empowered becauseof the mobile platform.
The mobileplatform has given rise to the savvier,more empowered consumer. Because of the always-on nature of mobile internet,product information, price comparisons,reviews from independent sources, up-and-coming brands, and pretty much what’scool and what’s not are now accessible
Asia’s smartphone revolution is in full swing
an interviewwith Rohit Dadwalof the industry groupMobile Marketing Association. The managing director for
media gives marketers the opportunity to extend the reach of their campaigns far beyond whatwas initially imagined.”
press release
GfK
range of 40 to 400% more over the same period last year.”
Philippine Daily Inquirer
report
says in a statement.
Asia’s smartphone revolution is in full swing
an interviewwith Rohit Dadwalof the industry groupMobile Marketing Association. The managing director for
media gives marketers the opportunity to extend the reach of their campaigns far beyond whatwas initially imagined.”
press release
GfK
range of 40 to 400% more over the same period last year.”
Philippine Daily Inquirer
report
says in a statement.
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Marketing by Cellphone and Tablet by Marishka Cabrera
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