How mobile raises the bar for brand communicationsa
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
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:
refers to the different ways tocommunicate using the mobile phone;
or the information-seeking behavior of the user;
by playing, viewing, and listening to various media;
involves coordinating aspectsof everyday life;
covers viewingnews and educational sites;
refersto online purchasing, price comparisons,and the like; and
entails locatingdestinations via online maps or directions.
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