Today, consumers have more options than ever on where, how, and when to shop. No matter the channel, whether it is mobile, in-store, or online, brands are consistently delivering an impressive amount of content to their customers. And, if your brand is like most, mobile, in particular, is high on the agenda with many brands creating an influx of apps to better serve their customers.
Marketers know that it is very difficult to break through the clutter of apps available to the consumer, let alone drive hard dollars out of a brand's mobile presence. This is especially true since the mobile channel sits isolated from other channels. Today, consumers expect an optimal experience when interacting with any brand. They are accustomed to on-demand, personalized information and want marketers to understand their preferences before they buy. Thus, the roles have shifted and it's actually context-not content-that should be optimized, especially when it comes to mobile marketing.
It's no secret that mobile usage continues to skyrocket, which in turn, has had a dramatic effect on the way users consume information. According to recent research conducted by Google, 90 percent of consumers use multiple channels throughout their buying journeys. In fact, more than half (65 percent) begin on mobile and only later switch to a PC. This creates a huge opportunity for marketers to get to know their customers via the mobile channel for three key reasons:
1.Smartphones and tablets are always on and within arm's reach. Mobile customers access their devices in real-time, 24/7/365. Rarely will someone turn off their device, so marketers now have the opportunity to reach anyone at any time-even if they're sleeping. The same goes for the customer-there is no downtime when it comes to mobility. No matter the day or time, a smartphone or tablet is always available whenever they want to interact with a brand. In fact, 44 percent of cell phone owners have reported sleeping with their phones next to their bed so they don't "miss anything" during the night (Pew Research Center).
2.Mobility adds a new level of intimacy. Smartphones and tablets are usually owned and used by one person, unlike PCs and laptops, which are often shared. The average person's smartphone contains all of their personal and business information. And now, with the introduction of the Apple Watch to the market, mobile devices can even sense your body temperature, your comfort level, and details about your sleep schedule.
3.Context becomes second nature. Now that marketers are flooded with all of this important information, it no longer makes sense to deliver irrelevant information. Brands can't blindly send messages-they need to adjust to who they're targeting and what their "relationship" is with that specific individual.
With this in mind, realizing the full benefits that mobile can deliver requires even greater knowledge of and respect for the customer and his or her needs. Brands need to recognize that context is critical to starting a conversation with their consumers and maintaining that dialogue throughout the customer journey, no matter the channel. Fortunately, mobile provides this added level of knowledge like no channel before it and helps marketers engage more fluidly across all channels.
By unlocking the power of mobile-the ultimate customer engagement tool-marketers can fuel success and business innovation to meet customer needs now and into the future. As a result, consumers get what they really want in a way that makes sense to them and ultimately drives them to purchase while simultaneously improving their experience across channels.