Conversations in the media about the mobile market tend to focus on that which can be measured — including revenue potential, number of users and amount of competition. But the role of the marketer reaches far deeper: How to translate and “sync” those quantitative opportunities with the qualitative and far less tangible aspects of mobile user behavior that ultimately contribute to an initiative’s success or failure.
Here are some of the key mobile moments that all marketers should consider when determining how to stand out within the mobile market.
1. Multitasking is a thing of the past
The saturation of smartphone and mobile use that we’ve seen to date will continue — on overdrive. As a result, multitasking by doing just a few things at once will soon be a thing of the past. Mobile consumers will zoom full speed ahead to the extent they begin “hypertasking.” The inherent challenge for marketers in this mobile usage shift is how to capture — and keep (even temporarily) the attention of mobile customers as they become more distracted than ever. Need proof? Consider that Facebook, which admits to declining usage among teens, recently offered to buy SnapChat for $3 billion, the “disappearing photo” and revenue-less app that Forbesestimates currently has 50 million users. The Wall Street Journal reports that app users currently focus on about eight apps at a time — with the bulk of their attention on entertainment-related ones. The successful mobile marketing strategy will immediately acknowledge “what’s in it for them” (the user), always offering highly relevant, instant value — whether for entertainment, connection or consumption.
2. Put yourself in the mindset of the consumer
Mobile moments aren’t just about giving the customer exactly what he or she seeks, they’re about predicting the context in which the customer seeks the information. To reach customers in this contextually proactive manner, marketers must know their target audiences — and be able to tailor their mobile approach to coincide with the future behaviors their purchases and online behaviors hint at. The marketer who is able to leverage such mobile moments stands to form a connection with customers that will keep them coming back.
3. Tailor your content to their location
Though Mobile Marketer cites a Forrester study indicating that 23 percent of consumers expect a smartphone experience to change based on location, that number is sure to increase as leading mobile marketers rise to the occasion. Consider the needs of a traveler using an airline’s mobile app: In the span of a few hours, he or she will have wildly different mobile use needs and intentions. Before the traveler heads to the airport, he or she will be looking for traffic patterns, wait times at security and available parking spots. During a layover, he or she might be looking for entertainment-based apps. Upon reaching the destination, he or she will interact with new restaurants, retailers, public transportation and attractions. The mobile marketer who can give the customer this type of highly relevant, right-on-time, location-based information will capture the customer’s attention. Those that force the customer to “work” to find information will be left behind.
4. Capture opportunities to connect
Customer service is paramount to capturing and retaining customers, but the most seamless call center operation is a failure for a consumer whose behavioral data indicates they’d rather communicate in a mobile manner. Not only is making this shift to “meet customers where they are” a simple way to deepen relationships during critical mobile moments — it can also reduce the cost of doing business significantly. Consider the cost of missing the opportunity, according to Mobile Marketer: Banks stand to lose more than $11 million for every one million fraud alerts sent, when the issue could be resolved almost instantly by sending the customer an SMS text message asking them to confirm that a suspicious transaction is indeed authorized.
About the Author: Kristen Gramigna is Chief Marketing Officer for BluePay, a payment processer that helps all types of businesses accept payments with iPhones and other mobile devices. She brings more than 15 years of experience in the bankcard industry in direct sales, sales management, and marketing to the company and also serves on its Board of Directors