Mobile payment methods are soon to become the norm for brands and consumers. Before this occurs, there must be a shift in consumer habits because some generational groups are not accustomed to swiping their smartphone and paying instantly. Trends are revealing that the older the customer, the less likely mobile payments will occur. Unless of course they’re in Starbucks getting their morning coffee. Then all bets are off.
As mobile usage increases and becomes a daily occurrence for some people, it has also proven to be a robust tool for marketers. CMOs looking to reach out to the Millennial generation are exploring mobile marketing strategies designed for that generation and their digital behaviors. According to a Mitek and Zogby Analytics study, this generation spends a great deal of time with their smartphone both day and night (87%).
- 78% of Millennials spend over two hours a day on their device. – emarketer
Smartphones and Addictive Behavior – Good For Marketing?
If you’re not convinced that mobile drives habitual behavior, just ask any person walking the street with their smartphone clutched in their hand and their face looking down at the screen. Or, the dating couple in a restaurant having dinner together, both gazing into their small screen instead of their mate’s eyes. The smartphone is not only creating a habit people are unlikely to break, it’s plays a significant role in addictive behavior. This is good news for marketers.
“Gallup found that about half of smartphone users check their phones several times an hour or more frequently; 81% of people said they keep their phones near them “almost all the time during waking hours” and 63% do so even when they’re sleeping.” – Frank Newport, Gallup
Have you ever counted how many times each day you took your smartphone out of your pocket or purse and started staring at it needlessly?
It’s probably a scary statistic that many of us are really not interested in knowing the answer to. If we were honest with ourselves, we would probably admit our smartphone tends to monopolize our time and attention. When we do engage with it, most likely it is on impulse and not because we actually have a real need to do something. According to a 2015 Gallup Poll, it appears smartphone usage has checked into our lives and is here to stay.
Mobile and Brand-to-Customer Engagement
It’s amazing how the world of mobile has altered the way consumers engage with all types of brands. Customer expectations are high and the content they receive must meet them where they are in the buying process in order for brand-to-customer engagement to occur.
As technology and consumer adoption of mobile evolve at warp speed right in front of our eyes, we are seeing the retail consumer engagement status quo change. Mobile has become the norm that starts the relationship building process and continues it all the way through to purchase and beyond.
See full eBook on Slideshare: What’s Working In Mobile Consumer Engagement?
YourBrandExposed is designed to look at digital using a creative, analytical, innovative marketing perspective. We’re a team of digital gurus working with companies who want to leverage the power of digital, web, social, mobile and content marketing strategies. Contact us if you’re feeling the digital squeeze on how to best market and expose your company.
Chief Content Marketer | Digital Strategist
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