Consider these enlightening facts that illustrate the demand for using mobile technologies to reach out to your consumers:
The last fact is in there to illustrate the point, I’m not suggesting you start trying to sell to the under two year old demographic, but a proportion of your consumers will invariably have children who are using their mobile devices and so this is significant.
Understand the implications of doing nothing
I’ve read a large number of blogs, articles, attended trade shows and digital events. I’ve even spoken directly to a vast array of businesses discussing mobile strategies and technologies available in the marketplace. It seems that those who are yet to embrace mobile fully know they need to, but choose not to and whilst some have legitimate reasons, I wonder if they understand the implication of doing nothing?
What will happen if they were to keep doing what they always have? What would that mean to a brand, their reputation and their consumers?
If your brand has mobile consumers and no mobile strategy, then when your consumers use their mobile devices in an attempt to proactively engage with you, they are undoubtedly going to come across your competitors and you’ll risk losing their business. It’s not personal, but do you want to be personally responsible for doing nothing to prevent it?
If your brand has mobile consumers and no mobile strategy, your results will only go one way, down.
Keep it simple
It’s important to remember that mobile communications are not supposed to be difficult; they should be simple and easy to understand. If your consumers get the point of your message within a few seconds, seeing a personal benefit, they will complete the required action. The same goes for the content that you send out; relevancy is the key to your success.
What do we know?
We’ve seen the decline in PC sales and the increase in mobile sales. We know that consumers use their mobile devices to access information when they are on the move, whether that be for news, music, playing games, watching movies or for retail comparisons and purchasing goods.
If that’s not enough to get you thinking, next time you are on a train look around and see how many people around you are using a mobile device. Right now on my train home from London, out of the eight people in my line of sight, all of us are using our mobile devices. We’re either listening to music, researching a product online, making a purchase, watching a movie, checking emails, using Facebook, sending a text or making calls.
How could you be using this captive audience to drive engagement and increase sales for your brand?
How can you benefit?
Think about what you are doing to engage and interact with your consumers. How could your brand benefit from using a mobile solution?
A great deal can be achieved through the use of mobile technologies. The most basic being mobile messaging, integrations with voice technology, right through to the more hyped and probably one of the most heavily talked about subjects at the digital events that I go to, mobile payments.
Mobile payments change the way that our consumers engage with us and enables them to buy products or services on the move. This accessibility could be the difference between a consumer buying from you, or your competitors. Opening up the mobile channel for your brand will add another revenue stream and gives you the opportunity to gather more data on your consumers which you can then use to push out carefully designed content and campaigns. This means the consumer and your business both benefit.
We’re socially mobile
The enormous success of Facebook, Twitter, LinkedIn and WhatsApp has proven that we are wired to be social and connected to share experiences and to work collaboratively with each other. The mobile experience you offer your consumers, will be shared through these channels too, so make sure they work well together, a good experience shared can result in more business for you and your campaigns may even go viral this way.
- Be the first to do things wherever possible, but if you can’t, then use what you know works.
- Don’t think that mobile is so different to email and social media. It’s not and you also don’t have as much content to create which means it’s more efficient on resource too!
- Embrace change as a challenge and make sure your product or service is accessible through the mobile channel.
- Don’t create barriers for your consumers, make the purchase process easy, maintain trust and build on it. Impress them!
- Brand loyalty and engagement is built up over time. It’s a relationship and if you don’t put the time and effort in to impress your consumers, they’ll find a brand that does offer this.
- Mobile data must be used for contact purposes within six months otherwise this data will be unusable.
- Make sure your content through mobile messaging is active, has a clear call to action and offers the best possible user experience to your consumers.
Consumer interaction is literally in the palm of our hands, so we need to embrace this and use this channel to communicate, engage and let people buy!
Thanks to industry expert @mitchjoel, President of Twist Image, for the statistics at the beginning of this article.