Brand Marketers: Think Mobile, Act Local, Reach Global

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Mobile is consuming your customer’s lives. Are you a part of it?

What’s the first thing they see when they wake up in the morning and the last thing they see when they go to sleep at night?  Their spouse?  Kids?  Sparky, their pet cat?

For almost a third of mobile users (and there are 4.3 out of 7.1 billion of you; Source: Communities Dominate Brands), it’s their phone and almost half of them sleep with it by their side so as not to miss a single comment made on the Facebook status they JUST posted.

Current mobile statistics are equally fascinating (and scary), starting with the fact that more people own a mobile phone than own a toothbrush? Really?

Some other stats:

–   44% of smartphone owners in the US say they are interested in making in-person payments with their devices. (Source: localytics.com)

–   67% of cell owners find themselves checking their phone for messages, alerts, or calls — even when they don’t notice their phone ringing or vibrating  (Source: Pew Research Center)

–   29% of cell owners describe their cell phone as “something they can’t imagine living without.” (Source: Pew Research Center)

–   41% of people have used a mobile device to browse for a product after seeing it in a show or advertisement. (Source: localytics.com)

–   It took 38 years for radio to reach 50 million users, 4 years for the internet…50 DAYS for the “Draw something” mobile app (Source: localytics.com)

Marketing Opportunities

If you’re a marketer, these stats should only be fodder for your next campaign. Mobile tools and technologies – GPS, near-field communication (NFC), SMS alerts, QR Codes, mobile apps, augmented reality (AR) – are opening a new world of possibilities. Curated below for your convenience and enjoyment are a few examples of how savvy marketers are utilizing mobile to galvanize audiences to engage with their brands.

  • Google Play: At an Australian airport, travelers were able to scan a QR code from an NFC-enabled digital billboard to directly download Google Play products (books, music, movies).
  • Retailers via iButterfly: Mobile app iButterfly takes a unique approach to couponing using AR technology.  Users can “catch”, collect, and share butterflies (each one holds a coupon).
  • BOS Tea: Applying social media and NFC technology, BOS Tea employed a brand engagement campaign that allowed consumers standing near their vending machines to receive a free bottle by posting #BOSTWEET4T to their Twitter accounts.

Nary (or at least numbered) are the days of simple display advertising.  The best campaigns will integrate multiple platforms (combination of social, mobile, traditional) to engage audiences in an all-encompassing way and empower them to meet their goals.

But Proceed With “Their” Value In Mind

Shorter attention spans and myriad thirsty competitors.  On average, the typical person has an attention span of 8 seconds (down from 12 seconds in 2000), refuses to wait 10 seconds for a video to load, and receives about 5,000 marketing messages/day (Source: CMO.com).  While the good news is that people are checking their phones constantly (90% of text messages are read within 3 minutes of being delivered), the bad news is that they want to ignore or delete the inundation of marketing messages they’re receiving daily.  So it’s critical for brands to add value to their customers’ busy lives through relevant content that’s based on their interests, not interrupt with loud, flashy ads (think Starbucks with their quick mobile payment system or Nike with their fitness tracking tools).

It’s an exciting time for branding and marketing – as there’s more opportunity than ever before to better understand and respond to your audiences’ functional and emotional needs.