Mobile Moves Fast

Brands are Just Along for the Ride

The changes in mobile technology and how we use them over the last couple of years have been nothing short of amazing. Today, technology goes with customers everywhere they go – and so does your brand.

This creates both great opportunity and great responsibility. Because customers have increased voice through social media and other outlets, they have more power over how your brand is perceived. They are effectively in control, and this requires new ways of thinking. You’re with them everywhere, but just along for the ride.

A Connected World

Consider this – as of January 2014:

• 90 percent of American adults have a cell phone.
• 58 percent of those have a smartphone (the number soars to nearly 80 percent for those between 18 and 49).
• 42 percent have a tablet.

It’s a truly different, more informed and more connected world.

How Mobile Gets Used

Often when customers are online, they are using their phones to find “just-in-time” information and to make decisions on the spot. Consider this:

A recent survey revealed that in a previous 30-day period, approximately 1 in 3 adults had used their cell phones to:

• Coordinate a meeting or get-together.
• Solve an unexpected problem.
• Decide whether to visit a business.

And they’re using them more and more to make decisions about purchases.

Point of Sale is Everywhere

The IDC projects that growth from smartphones will represent $1 trillion in mobile commerce by 2017. Those purchases could be made from literally anywhere: in a store, in a car, from their couch, or anywhere else.

It’s a great opportunity. In a recent study, 64 percent of people have used their mobile device to research products while in a bricks-and-mortar store. The ability to extend a relevant offer during that interaction is extremely valuable.

To top it off, customers want and expect you to use the information they provide to enhance their experience. They trust you – that’s why they provided the data in the first place.

There Aren't Limits But There Are Lines

Mobile provides unlimited opportunities and methods to connect with anyone, anywhere through audio, video, and text as well as a variety of other channels.

For instance, marketers can use mobile campaigns to:

• Engage customers in personalized, two-way conversations.
• Integrate brand messaging online and offline.
• Provide compelling location-based offers, incentives and services.
• Deliver content that is easily consumable – and readily re-transmissible throughout users’ social networks including pictures and video.

The Right Time

People are willing to connect – but not everybody wants to connect in the same way.

We mentioned earlier that 73 percent of customers actually prefer that retailers use personal information. But in addition to that, 88 percent still want to have control over that information. That’s why it’s critical that marketers understand and recognize the difference between Context and Relevancy when considering their communications.

From messaging to timing to channel, the distinction between the two plays a critical role in how your communication will be received and how the customer experience will be affected.

Text 90999

Probably one of the most heartwarming uses of mobile technology was the Red Cross’ efforts following the earthquake in Haiti.

The international non-profit organization created a simple program that both instantly engaged a large core audience and enabled them to share with others. When donors texted “REDCROSS” to 90999 from their mobile device, a one-time donation of $10 was made and added to the users’ monthly phone bill.

Through it’s simplicity, timeliness and shareability, the Red Cross was able to raise more than $5,000,000 in just a few days.

Don't be a Creep

In our “always-on, 24/7” society it doesn’t take much imagination to think of ways in which mobile marketing could become intrusive or even creepy. Out of respect for your customers alone, you should carefully consider your messages to ensure that they are relevant. You cross that line at your own peril – 89 percent of customers who have a bad experience with your brand will buy from your competition.11 Disrespecting your customers by sending them irrelevant messages is not the experience they want.

Always follow these golden rules:

• Ask permission before you collect data.
• Be clear and up-front about how you’re going to use that data.

Mobilise Your Brand

Moving forward, mobile isn’t going anywhere but up for the foreseeable future. It provides unlimited opportunities and methods for marketers to connect with anyone, anywhere, anytime. But remember this: the same power that brings you to customers can be used to broadcast their message about your brand to the world. You should be extra careful and take the time to understand your customers to ensure that their communications are relevant.

Take the lessons learned from email and spam and apply them forward in the mobile space. After all, it’s one thing to annoy a customer at their computer. It takes on a whole new level of irritation when you invade other spaces.