Brandon Grosvenor wrote this on Jun 15, 2017 | 0 comments
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Mobile is Disrupting the Way People Engage with Brands.
Everything that can be done on a desktop computer is now available on a smart phone, tablet or another mobile device. No matter where we are, at a very low cost, we can easily stay connected to our friends, exchange messages, get notifications, read books, watch videos, play games, listen to music and share information with people all over the world.
Catalyst Canada’s 2016 national survey highlights the extent to which mobile technology is impacting the lives of Canadians: 76% of Canadians own a smartphone. 85% use apps on their phone to check their bank accounts and pay bills. A third anticipated making a mobile payment in 2016, the top five methods being PayPal, Starbucks, Apple Pay, Google Wallet and specific store apps.
30% of Canadians said they had one or two health apps on their smartphone. One third said they used the wireless voice service Siri to search the Internet, send texts and make phone calls. And then there’s wearable technology – fitness tracking bands, smartwatches, body sensors, and more. While only 10% of survey respondents said they own a wearable, ownership had doubled over the previous year (2015), indicating that overall adoption is growing quickly.1 Another survey conducted last year revealed that two-thirds of Canadians consider their mobile phone to be their favourite travel accessory, typically to take photos and use social media while on the road.2
What Does This Mean For Marketers?
For brands playing in the Canadian space – where there is a 76% adoption of smart phones – a multi-channel, mobile marketing strategy is not only a good idea, it’s a necessity. Mobile offers considerable advantages. Messages are received the moment they are sent or as soon as users turn on their devices. Creating content, whether it’s text, images or video, is simpler and less expensive than doing the same for desktops or laptops.
It’s easier to issue promotions and marketing incentives to users on mobile, and dialogue directly with them through text messaging and microblogging platforms like Twitter. User response can be tracked almost instantaneously. Since mobile content can be easily shared among users, there can be huge viral benefits.
That’s not to say that mobile marketing doesn’t have its challenges. There is no standard platform for mobile, as there is for PCs and laptops. Creating one campaign for all devices can be difficult. Navigation on a mobile phone can be cumbersome when using a small screen and no mouse, even with a touchscreen. Therefore, ads may be ignored, the user not taking the time to go through the details. Users wanting to protect their privacy may not give permission to a marketer to share content or engage with them in conversation.
All of these factors require a well thought out plan for capitalizing on mobile technology’s considerable benefits.
Talk To Us
At Brand Grow Media, we can help you create a mobile marketing strategy customized to your brand and target audience. Over the next few weeks, I’ll be posting a series of blogs about various aspects of mobile technology that may work well for your campaign.