Mobile - part 1

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Everyone is a consumer and that doesn’t change just because smartphones are fine-tuned technology devices. In fact, the magnitude of consumerism is heightened when mobile devices are used at record levels. I think we all know that little device is a whole lot more powerful than we really know and marketers are learning more about how to leverage the human addiction that has occurred when they interact with smartphones.

In mobile marketing, the connection, context and content must be integrated to ensure the customers become fully engaged. And when this happens, it’s like music to a marketer’s ears.

When a company communicates to a prospective customer or even to an existing customer, they don’t always know the customer’s purchase intent. However, as connection, context and content become more integrated in mobile marketing strategies, the company’s desire for the consumer to take an action toward purchasing, or an action that leads them closer to a repeat purchase becomes more realistic.

“Your customers aren’t just accepting the role their smartphones are playing in the shopping experience; they’re also pushing you to engage their smartphones, forcing adoption of digital wallet acceptance, mobile loyalty programs, and more.”   – Matt Pillar, editor-in-chief at Integrated Solutions for Retailers

Like all good marketing, connection, context and content are absolutely essential, especially if companies want to increase consumer engagement and ultimately sales revenues. This is not a linear business-to-customer process. It’s cyclical, and interactive, and in order for the process to be most effective, mobile marketing must continue to deepen the relationship between the business and the consumer using methods that are timely and relevant.

“Consumers get highly targeted promotions and ads for the things they want, and retailers can collect valuable data on their customers’ buying habits, which can be used for future promotions, pricing strategies and marketing platforms.”   – Greg Petro,

Businesses want and need to fully understand the customer’s journey, their wants, needs, motivations and their behaviors in order for their mobile marketing efforts to tap into customer behaviors on a deeper level.

The more the company knows about the customer, the more effective connection, context and content will be become in mobile marketing. When all three are integrated in a cohesive, integrated strategy, both the brand and customer are happy. For the consumer, staying connected helps them receive offers, coupons, timely communications and special promotions. If you’re like most connected consumers, receiving offers on your smartphone is what you prefer whether you’re shopping, traveling, working, on the run, or at a soccer game with your kids.

“44% of consumers say that they would like brands to deliver deals and coupons to their mobile devices.” – HubSpot

When customers use smartphones, they ask for content and expect it immediately. In other words, the customer wants content – so give it to them!

We all know that a consumer’s time is valuable, and so is being connected to them for the reasons they want and need. Here’s the tricky part for brands; connection and context are great, but without content, the first two cannot stand on their own successfully. The customer wants content and even signs-up for it to make their busy life easier. Content for decades has been considered king, and in the mobile world, that still holds true, especially since many people are viewing content on many devices and screens simultaneously.

“81% of multi-screeners were accessing something relevant on their mobile devices to what they are watching on the big screen.  – Azadeh Williams,

For more insights on why mobile marketing for businesses is so important for increasing sales revenue, download our FREE eBook called What’s Working And Winning 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.

Scott MacFarland

Chief Content Marketer | Digital Strategist

HuffingtonPost | Relevance | Natcom Global

LinkedIn | Twitter: @scmacfarland


Photo Credit: CC0 License



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