Article

Barbara Chapuis
Barbara Chapuis 25 November 2014

5 Ways Mobile Is Revolutionizing Marketing

Mobile devices are now the primary screens, far ahead of television and it is not a coincidence!

5 Ways Mobile Is Revolutionizing Marketing


If the mobile is now the primary screen, far ahead of television, it is not a coincidence.
For instance 53.8% of the population in France are using a mobile device and 4 out of 5 mobile users access the Internet almost daily from one. 43% of mobile shoppers buy at least 1 per week on a mobile. 18-44 year olds are the most heavily represented group among mobile buyers (source MMA France).

Mobile technology has enabled the development of new usages not only for individual users but also for businesses. Here are 5 examples of the new scope that marketing is reaching through mobile.

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1)      Immediacy

One strong highlight of the mobile is the intrinsic quality of smartphones: immediacy. As it is located on a person almost constantly, mobile meets the needs instantly. You can reach your target straight away.

 

2)      Proximity: Geolocation

Mobile devices allow you to know the geolocation of the mobile user. One of the many use cases is proximity advertising. In the Salon E-Commerce Paris 2014, Renaud Biet, cofounder of Tabmo, showcases the power his company brings to advertisers and e-commerce through their specialty of mobile advertising and programmatic purchases. Their offering establishes a link between the physical world and the digital display by synchronizing urban (local) ads with mobile advertising.

 

3) Contextualization "In Place, In Time, Insight"

The mobile can take into account local information in real time and thus present information in the context of the mobile user. Then you can multiply that power by combining it with behavior data. Doing so allows you to connect with the right person at the right time and the right place to present him with just the right offer. A recent study by Accenture in the US reveals that 65% of buyers at the point of sale want to receive contextualized offer related to their buying habits right on their smartphones.

 

4) The Engaging Mode 

The many interactive possibilities on a mobile device can transform a user experience to make it more attractive and desirable.

 

5) Intimacy

All the aforementioned reasons tend to create true intimacy with the user to create unique and personalized experience. One of the best example is the iBeacon. iBeacons can be used to have a phone notify its owner of nearby items that are on sale and can enable payments at the point of sale (POS) so customers don’t need to remove their wallets or cards (source Wikipedia). iBeacons are small physical devices that are always broadcasting their location and unique identifier to a small nearby area.  They broadcast only and receive no information back from the mobile device

 

Thanks to mobile, marketing has a new high performance tool to optimize campaigns and target its messages. It combines consumer data with contextual information.

This opens doors for new innovations and approaches to reach the right customer with the right message at the right time.  However, marketing must be careful not to become too intrusive.


To take advantage of the mobile marketing space, companies must meet the technological challenge of aggregating and analyzing multiple large and complex data sources in order to turn that data into practical and effective marketing and sales operations.

 

And you, how do you market on mobile?

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