The topic of today’s blog is maximising the mobile marketing moment. When I originally thought about today’s topic, I wondered about the word ‘moment’. It really does seem that our mobile ‘moments’ are not moments at all, but one never-ending, seamless mobile story. Apparently, in the UK mobile is considered an indispensable part of consumers’ lives because the average person there spends almost three hours per day consuming mobile media.
Three hours? That almost doesn’t sound like very many mobile hours for the average South African consumer who perhaps relies much more on their cellphone to make purchasing decisions than their developed world counterparts because of a lack of penetration of ‘traditional’ web connections here. However, no matter what the country, the consumer’s love affair with mobile continues unabated: research suggests four in ten consumers would rather forget their anniversary than lose their mobile phone.
Whether it’s checking our news feeds, researching a product or service, or searching for DIY explanatory videos on YouTube, consulting our mobile devices has become second nature, regardless of where we are located.
A rapid rise in mobile subscriptions that is expected to reach three-fifths of the world’s population by the end of the decade means there are exciting opportunities for brands to reach consumers at any time and in any location. And they will be able to do this through an almost unlimited number of touch points.
The above notwithstanding, perhaps what the South African mobile marketing community needs to focus on here is not so much stretching out that mobile marketing moment but ensuring that it is a better quality, more in-depth period of time where consumers can really get to grips with our client’s brands and what they stand for. I would say the familiarity objective has been achieved, let’s now deepen the engagement and use mobile to do it.