With the proliferation of mobile devices, the consumers of today are always connected and know exactly what they want and how they want it. Marketers thus need to understand and capitalize on the huge opportunity that they are getting with billions across the globe adopting smartphones and making mobility it the new reality of life. In fact, in order to stay relevant, marketers need to identify how to ‘effectively’ market to these mobile consumers and profit from them. What marketers today cannot afford to ignore is that the traditional sales funnel is fast becoming redundant and that they need to come up with a new approach that is cross device and can be leveraged for measurable results. This article outlines some of the ways in which marketers can make friends with mobile and change their marketing approach
Content is key
AOL-Nielsen study confirmed that 27,000,000 pieces of content are being shared every day across content marketing channels such as blogs and social media. Marketers need to create the right content and push it across the different channels to reach their potential mobile customer.
Social Media is here to stay
76% of businesses use social media to establish business goals and rake in higher ROI. Since most Social Media platforms are accessed via mobile, marketing initiatives need to focus on the growing figure out avenues with which they can leverage this medium to get higher ROI’s.
Targeting emerging markets
Emerging markets such as India, Brazil, China, Indonesia and Africa have been identified as the next goldmine for mobile development. However, use of feature phones is much higher than smartphones in these regions. This means marketers need to come up with innovative solutions to integrate traditional media with basic phone features.
Almost over 84% of mobile owners use their mobile devices while performing some other activity, like watching TV. Therefore, it becomes imperative for marketers to take an integrated approach with their marketing strategy and leverage cross–platform marketing.
Mobile Apps – Already strong and getting stronger
Marketers need to realize the growing importance of mobile apps and use them to create more engaging and differentiated customer interactions. Brands like Starbucks, Walmart, Macy’s and even luxury retailer like Burberry have all jumped on the mobile app bandwagon to build better customer engagement and improve brand recall.
The personalized nature of mobile gives marketers a huge playground for marketing strategies. They just need to realize that the main issue here is not how to reach consumers but to understand the consumers’ mindset and figure out clearly where they are going.