Disconnecting from the Wall
Greetings from 30,000 feet in the air! I’m currently on an airplane and this is my first time blogging strictly from a mobile device: my iPad. Before now, I used it only for entertainment purposes such as social media, Netflix, and games. I told myself I would use it for my undergraduate classes, but it has served other purposes. This week I am attempting to keep up with emerging trends by completing my blog post as if my iPad were my primary device. I downloaded the WordPress app and so far it’s the same as the website. The fact that I can access my blog on multiple devices, from anywhere, is what emerging media is all about. It is amazing how WiFi is available on airplanes. Clearly mobile influences have a lot of pull on what assets should be available to customers. As of the beginning of this year, 90% of American adults have a mobile phone and 58% use smartphones. Chances are a person will have his or her phone with her at all times, and 67% frequently check their phones for messages even if they do not hear an alert.
Smartphones and tablets have changed everything about how we access information. When it all boils down, a tablet is like a large smartphone while a smartphone is like a small computer. It all comes full circle. Yet tablets are increasingly the most popular device. Tablets are just large enough to offer a desktop-like feel, but mobile enough to take anywhere like a phone. I remember when the smaller the phone, the more popular it was. Today, smartphone screens are getting bigger, almost competing with some of the mini-sized tablets. Phone carries are realizing that more people are spending time staring at the screens of their mobile devices.
The following picture is one that shows just how much mobile media has consumed its users.
TV is not enough. Individuals are consuming so much information from both television shows/news stories, as well as news/social media on their phones. Organizations should consider this information when promoting their products. If a nationwide event such as an awards show or sporting event is happening, companies should know that people will use their mobile devices post about it. “Live tweeting” has become a popular pastime for those who wish to share their opinions about such events on Twitter. Most live tweeting is posted using the Twitter app on a smartphone or tablet. During the live performance of The Sound of Music with Carrie Underwood, DiGiorno Pizza brilliantly joined the conversation on Twitter. Throughout the show, the brand took song lyrics and quotes made popular by the movie and replaced them with words that relate to their product.
Not only was this hilarious, but it made DiGiorno Pizza a trending topic on Twitter with users across the country tweeting at them. Some may think these silly tweets were a risk of not looking professional, but they succeeded in participating with their customers. They understand their target customers’ interests by checking the trends on Twitter and making their product noticed. The younger generations are actually the future of how business will be conducted through mobile, so it is important to get their attention now.
Retail companies are increasing their e-commerce sales. Buying departments are hiring individuals specifically for e-commerce merchandising and sales. Most e-commerce purchasing is from consumers using a PC. Even though it appears everything is becoming more mobile-only, we cannot deny the importance of current PC users. The PC is still used in offices and homes, and people use it for more than just browsing-they are viewing products and shopping. Marketing teams can send e-mail blasts or display ads on their site to ensure PC users are getting the deals. However, to increase traffic to their sites it is important for businesses to have a mobile presence.
Last week I discussed the benefits of media convergence, and converging to mobile is an excellent business strategy. Companies are becoming more efficient in using mobile as a marketing tool. This article describes the benefits of businesses using mobile apps to personalize an experience for their consumers. When a consumer downloads and opens an app, the app enables marketing teams to pinpoint the location, purchase history, and shopping patterns of the customer. This information allows direct targeting for what the customer is looking for from the store.
One of the most fascinating market trends is the feature of geofencing. Geofencing is a location-based service and can be used by businesses to not only promote themselves, but keep customers away from competitors.
Here is a scenario to give you the full effect of strategic geofencing:
Let’s say Company A is an established business with great customer satisfaction. It is connected to customers through an online store, social media, and it’s own app, Suddenly, Company B builds more stores in the same locations as Company A’s stores, and it’s their biggest competitor. How can Company A stay on top?
Geofencing allows certain alerts to be triggered based on location. If a customer enters a certain barrier around the store, that customer will receive an alert (in form of an app notification, e-mail, or an ad display on another app) with a coupon. Instant coupons? Why not go into the store and take a look around? However, it is important to not overdo the alerts and annoy the customer. Integrating coupons and sales information seamlessly, such as providing rewards for checking into the store location, is very effective with mobile-savvy consumers.
Alerts are a great way to get sales information to the customer as long as they are not spamming their phones. Again, understanding purchase history can increase customer satisfaction. If there is a sale for a certain product, alerts should go to everyone who has previously bought that product in that location. Relevancy with specific, personalized ads makes all the difference in whether or not a consumer will read an alert.
To take geofencing a step further, Company A could create a barrier near their competitor’s location so when customers are somewhere near Company B they will receive sales information about Company A. Location services are powerful and should be used strategically for promotions.
Mobile technology is absolutely necessary for future success of businesses. It does not have to be the only used technology just yet, but businesses must understand that mobile technology is changing everything about consumer interest.