The race for brands to capture and engage customers with mobile technology has already started. The emergence of a customer’s anytime-anywhere mobile behavior has forced the hand of marketers to keep pace. Furthermore, the end-user’s increased desire to use mobile technology and engage with it has emerged and so has the demand for brands to provide superb mobile experiences in a variety of ways. As mobile continues to evolve, consumer engagement should be on the forefront of the marketer’s mind.
Consumers are now spending more time interacting with mobile devices and apps than ever before, and this interaction is not just happening at planned moments throughout the day. It’s occurring whenever and wherever consumers feel the urge to fulfill their inner desire for self-satisfaction. We’re all human, and marketers need to think about the human need and how that can be satisfied with amazing mobile experiences.
The Human Need For Mobile Is Clearly On The Rise
- There were over 420-million app downloads since 2013
- 99% of texts are read and 90% within 3-minutes
- 92% of mobile shopping app users want to be alerted if retailers are having sales
- 3 of the top 6 areas for increased spending in 2015 are mobile: (location-based mobile tracking, Mobile applications, and Mobile push notifications)
- 187-million Americans now own smartphones – that’s 77% mobile market penetration
“Today, the customer path to purchase is a complex web of interactions and experiences across digital and physical channels. Mobile is the indispensable common denominator that is guiding, informing and influencing the customer through their journey. For those retail brands that can successfully and seamlessly integrate mobile, the possibilities (and ROI) are tremendous.” – Krista Gunstone, Loyalty360.org
Mobile –The Most Powerful Tool?
Marketers, how do you plan on using what could be the most powerful tool known to mankind…mobile? For decades marketers have been scratching their heads wondering how they can capture and keep customers that are essential to their business. Their goal was not only to drive traffic to the purchase destination, but also to capture the attention and earn the loyalty of existing customers.
Today’s mobile technology can accomplish both. The mobile consumer of today expects more from brands, which also includes a richer shopping experience. Brands must implement a mobile strategy the helps accomplish both and must also provide enhanced consumer engagement at every customer touch point.
“Mobile devices and the many ways they engage, interact and fascinate us consumers have interrupted and monopolized our daily lives to the point where we just can’t stop them anymore. If businesses don’t plan for how they can mobilize a customer engagement strategy soon, they will be far behind their competition.” – Scott MacFarland, YourBrandExposed.com
Mobile Marketing Roadmap
It’s no secret today’s brands are investing additional funds and resources in their mobile engagement strategies. According to eMarketer, mobile will account for 72% of digital ad spending by 2019. Here’s their challenge; there is no previous mobile roadmap for success for businesses to follow. Mobile consumer engagement is changing rapidly because technology is also changing and is a powerful pre-cursor to alter consumer behavior – that’s the x-factor for brands to figure out, and it’s not easy. When brands start to think about how to really create value for the customer, they will discover that mobile is most likely in the conversation. There are several ways to engage your prospective and existing customers. Typically businesses big and small use coupons, promotions, payments, geo-tracking and location based messages, collaboration tools, beacons and even contests to show value. This is integral for increasing customer engagement, and what brands like to call mobile wallet.
Because adult mobile users are spending more time on their devices, that means they are more connected than ever before. It also means the context in which they are being drawn to different mobile experiences as well as the content used to compel them to purchase needs to be seamlessly integrated to create a brand-to-consumer engagement cycle that never stops. When engagement levels are high, that cycle continues to perpetuate more and more happy customers.
Original Article Published by Relevance
YourBrandExposed is designed to look at digital with an eye into the future using a creative, analytical, innovative marketing perspective. We’re a consultative and tactical resource for companies looking to leverage the power of digital, web, social and content marketing strategies. Contact us if you’re feeling the digital squeeze on how to best market your company.
Scott MacFarland – Chief Content Marketer | Digital Strategist