Immediate gratification has to be one of the most outstanding features of the world we live in today. In centuries – or even decades – past practically every call to action was by necessity followed by a significant amount of preparation. Imagine the act of making what is today a simple cup of coffee in 1780. The decision to drink coffee was not followed by the flip of a switch and the consumption of the beverage within a minute or two. It was followed by the making of a fire to boil the water needed in the preparation of coffee, and plenty of steps after that. You had to really be convinced in 1816 that you wanted coffee.
Today, you might say that consumer consumption is a lot more frivolous. Not only have technological advances made access to desired goods and services so much easier, leading to much more rapid consumption after the decision is made, other recent modern developments such as consumer protection legislation have virtually eliminated the purchase risk for consumers. So the point of another lengthy introduction on this blog is that modern mobile marketers really don’t know how fortunate they are to be interacting with consumers in 2016 that have the means to make immediate consumption decisions, followed by very rapid consumption of what’s been purchased.
However, to take full advantage of the immediate action by consumers that is now possible thanks to mobile and other technology, marketers need to keep a few things top of mind. The first is what marketing textbooks, business gurus and your own common sense has been telling you all along: care enough to make things relevant to the individual consumer, or, understand that consumers want area-specific content that speaks specifically to them. Hammering this point home is the fact that a recent Google study revealed that 40 percent of all mobile searches were made with the intent of achieving local information.
Secondly, mobile marketers need to shape their mobile marketing platforms around their target market’s search behaviour. This is because over 50% of mobile search users admit to making a purchase based on the results of their search. Mobile content needs to be based upon a deeper understanding of the mobile user’s context.
Finally, keep in mind what are termed ‘adjacent market features’. This simply refers to other industries that your consumer is interested in. Knowing what businesses relate to yours and providing that information to consumers is one of the best ways to get an edge. Don’t confine your mobile marketing to your industry and your product or service will stand out.