The Mobile Consumer: Remapping the Pathway to Purchase
Smart phones have created a new breed of consumer: The Mobile Consumer. This type of change in human behavior has not occurred since the invention of the automobile. While the Internet changed consumer behavior, it did not change human behavior the way cell phone have. As a society, people are more aggressive, less vocal; they don’t hesitate when pulling out their phones during meetings and dinners. People are starting to change the way they communicate with mobile-originated emails and texts often replacing phone calls.
How can one effectively target this new consumer? The key is to understand that these new consumers require more intelligent, highly relevant communication and stronger engagement opportunities. Mobile “touch points,” such as QR codes, SMS, NFC and photo recognition allow the consumer in the physical world to instantly connect to content in the digital world. The touch points help turn otherwise static items, such as mailers and product packaging, into interactive experiences, extending the life of the items, and delivering a more enhanced experience to the consumer. Allowing these touch points to drive consumers to a tailored experience in real-time is one of the most powerful ways to successfully make money through mobile marketing.
Knowing this, there is a basic set of guidelines when using mobile touch points. The first is the actual mobilization of all your traditional means of marketing—billboards, For Sale signs, packaging, print materials and email links. Using this underutilized real estate is the easiest way to integrate mobile into your marketing mix, with the opportunity for a high return on investment. Not only that, but with mobile touch points, you can track all of these touch points in one place. Every single touch point accessed by a consumer is an interaction that would have previously been missed, and therefore, is a win.
Consumers are using mobile to interact with your brand through email, social, Web and more. In fact, many of these touch points, including email and Facebook, are accessed more frequently from a mobile device than online. Therefore, you need to ensure all these work correctly when accessed.
In the end, it is about the entire mobile consumer experience, both traditional and digital. It is important to take into account what is affecting the consumer when the message is delivered. Things such as the time of day, the weather, their location and their past interactions are important factors in delivering the right experience to drive monetization. Using this information, consumers can be guided to a store or website based on what is most profitable and most likely to result in a sale. In order to successfully make money through mobile marketing, you must engage this new mobile consumer, and tailoring the consumer journey is the key to doing that.
To test your current mobile experience, visit www.testmysitenow.com.
TO DOWNLOAD BRECKENRIDGE ASSOCIATES REAL ESTATE KURIO APP, TO SEARCH THE MLS LISTINGS, CLICK HERE.
Source: Article written by John Lim, president and CEO of Mobile Real Estate. February 12, 2013.
How can one effectively target this new consumer? The key is to understand that these new consumers require more intelligent, highly relevant communication and stronger engagement opportunities. Mobile “touch points,” such as QR codes, SMS, NFC and photo recognition allow the consumer in the physical world to instantly connect to content in the digital world. The touch points help turn otherwise static items, such as mailers and product packaging, into interactive experiences, extending the life of the items, and delivering a more enhanced experience to the consumer. Allowing these touch points to drive consumers to a tailored experience in real-time is one of the most powerful ways to successfully make money through mobile marketing.
Knowing this, there is a basic set of guidelines when using mobile touch points. The first is the actual mobilization of all your traditional means of marketing—billboards, For Sale signs, packaging, print materials and email links. Using this underutilized real estate is the easiest way to integrate mobile into your marketing mix, with the opportunity for a high return on investment. Not only that, but with mobile touch points, you can track all of these touch points in one place. Every single touch point accessed by a consumer is an interaction that would have previously been missed, and therefore, is a win.
Consumers are using mobile to interact with your brand through email, social, Web and more. In fact, many of these touch points, including email and Facebook, are accessed more frequently from a mobile device than online. Therefore, you need to ensure all these work correctly when accessed.
In the end, it is about the entire mobile consumer experience, both traditional and digital. It is important to take into account what is affecting the consumer when the message is delivered. Things such as the time of day, the weather, their location and their past interactions are important factors in delivering the right experience to drive monetization. Using this information, consumers can be guided to a store or website based on what is most profitable and most likely to result in a sale. In order to successfully make money through mobile marketing, you must engage this new mobile consumer, and tailoring the consumer journey is the key to doing that.
To test your current mobile experience, visit www.testmysitenow.com.
TO DOWNLOAD BRECKENRIDGE ASSOCIATES REAL ESTATE KURIO APP, TO SEARCH THE MLS LISTINGS, CLICK HERE.
Source: Article written by John Lim, president and CEO of Mobile Real Estate. February 12, 2013.
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