Another significant shift is beginning to occur in how consumers utilize the interactive space. The growth of ownership and usage of mobile devices such as smartphones and tablets is beginning to affect user behavioral patterns and interactions with online content. Pricing levels are making mobile devices more affordable to larger number of users. More robust apps are being introduced and access speeds through mobile devices are increasing. These changes will result in motivating marketing executives to further evolve strategic and tactical marketing plans to be in position to effectively and efficiently engage consumers through these mobile platforms.
Mobile device ownership continues to show strong increases in all major demographic categories. According to eMarketer, smartphones will be comprise just over half of total mobile devices in use by the end of 2013, and the area of strongest growth will be in adults who are 25 to 55 years old. For the first time, smartphone sales outpaced traditional PC sales in 2011. The iPhone from Apple and Google’s Android-based smartphones from other manufacturers dominate the smartphone market, with sales for both device types continuing to outpace year-over-year sales. ComScore rankings show Android devices holding a slight edge over the iPhone in overall smartphone users, but iPhone user growth outpaced Android by two percentage points in the fourth quarter of 2011.
Rapid growth in the tablet market is predicted to continue in the near term as well. Apple’s iPad sales have shown no sign of dropping off with strong unit and revenue growth continuing, assisted by the introduction of the new iPad device in early 2012. Android-based tablet sales are also increasing, with several major manufacturers such as Samsung and Asus releasing much-improved devices with the most recent Android operating system in the spring and summer of this year. Unit sales of all tablet platforms will hit close to 500 million by 2015 (Business Insider’s BI Intelligence). As consumers begin to use tablets in ever-increasing numbers, PC sales are beginning to decline in response. IDC, who provides research and market intelligence to the technology sector, says that tablet are, and will continue to have, an adverse effect on PC sales as the overall economy sputters and more advanced devices are introduced into the marketplace.
What does all of this mean to marketing professionals? Mobile marketing becomes an even more significant touch point in overall marketing plans. Another piece of the marketing puzzle for companies and brands will need to be explored, developed and implemented on a much greater level than is currently the case. As consumers lean more heavily on mobile devices, the messaging and interactions will have to be delivered to where the people are. With mobile devices, your audience can be anywhere, at any time. Consumer engagement can include activities including researching products for purchase, looking for deals or discounts on those products, even up to and including point-of-sale comparisons. Instead of being tethered to a computer at home or the office, consumers will be able to access information in just about any place or setting.
There will be challenges in meeting the needs of clients, as well as working in the limited physical space that the smaller screens present. The solutions to website, banner and search marketing have involved a great deal of “trial and error” over time, and in many ways, that continues to be the case. There is not a one-size-fits-all approach that works across all segments of the marketplace. Indeed, while some commonality exists in planning and implementation, the necessity for custom-tailored tactics remains. This is certainly the case with mobile marketing.
Developing parallel campaigns for Web and mobile can’t be ignored. Any online presence will need to be built or optimized for mobile devices. An example of an issue in marketing for mobile can be related to Facebook. The social media giant has many opportunities and greater space for advertising and brand messages on the traditional Facebook website. But Facebook has not had a great deal of success in providing similar experiences through the apps designed specifically for mobile. This is most likely the result of the limited real estate mobile’s small screen provides. As Facebook has recently become a publicly-traded company, many analysts and industry experts have stated the ability to market inside the Facebook mobile platforms will play a significant part in the company’s long-term success.
In implementing mobile marketing elements, companies have the opportunity to integrate current campaigns or create unique activities for mobile. Regardless of the direction, some very basic requirements should be met. Messaging should be fine-tuned for the platform, allowing the delivery of information in a much more confined space. Graphical and visual elements should be designed specifically for mobile environments that will have make impressions, but not consume large amounts of data bandwidth. Forms for collecting consumer information should be designed to fit the device and environment. Use of bar code scanning or QR codes might be suggested to take advantage of other functionality of the mobile device. Sidewalk marketing tactics could be employed to deliver location-relevant information or specials inside a store. In addition, location apps such as FourSquare could be used in conjunction with a unique offer available in-store only to entice a “check-in.”
These are just a few suggested tactics that could be used, but with the ability to “follow” a consumer wherever they are, there are many more creative ways that brands and companies can effectively use to make available content and information that will provide incentive and value to consumers, and highly successful engagement opportunities for marketers.
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