We’ve looked at quite a bit of mobile marketing theory over the past several weeks. Perhaps today, as we close off another mobile month, is a good time to rewind somewhat and to revisit the entral premise – and promise! – of mobile marketing. As the Mobile Marketing Association (MMA) succinctly puts it: “Mobile is the closest you can get to your customers”.
The simple reason this is so is because every moment is mobile in the world today. The cellular phone is so central to our daily lives that the MMA states that “consumers check their mobile device 150 to 200 times per day”. Imagine switching on the television 200 times a day or opening the post box even just 20 times a day – that’d be serious OCD behaviour! Mobile consumers aren’t obsessive compulsive, they’re just interacting in a sensible way with a device that we depend on for socialising, transacting and more.
Mobile isn’t just a boon for consumers because it enables them to conduct their daily lives more efficiently, it boosts brands. The MMA’s research indicates that 61% of people have a better opinion of brands when they offer a good mobile experience. Through mobile, brands have the ability to be present at the exact moment a consumer is seeking a solution. Nothing could be more basic – and powerful – than brands being where the consumers wants them!