Wednesday, April 27, 2011

“The world is as big as my Mobile Screen”

We are working in the midst of a revolution, and mobile technology offers a key delivery vehicle to capitalize on today’s new marketing Imperatives.

Just before people started making themselves comfortable with Web 2.0, a new age of communication arrived. In our age, Its known as Mobile Media.
It is powerful yet handy marketing medium. Its personal, its social life centre, its all my communication hub to outer world. It has all that I need, browser, music player, SMS service are just the thing I need on the move to keep myself connected to world.

Yet, its quite easily noticeable that there’s a huge difference between browsing on mobile and other ways. Thinking it as the mini version of current methods is really an issue. Mobile is complete medium unto itself, neither to be mistaken as mini version of other things nor side kick to super hero web 2.0.
There are varying devices in market from mobile browsers that lack a lot of functionality to smartphones that offer unique browser experiences (think iPhone and Android).

To add an all new dimensions of complexity to this Mobile Media marketing equation, Mobile Tablets (like iPad and Samsung Galaxy) have arrived with all new experience.
As marketers seek to include customers in the conversations, integrate online and offline and “chunk” content into easily consumable sound bites – the emergence of mobile offers a key delivery vehicle to capitalize on these new marketing imperatives.

Consumers are embracing mobile, be it mobile phone or Laptops. They want access to digital information anytime and anywhere. These numbers are just epiphany to the new age :

• 78% of business people use their mobile device to check email. (Source: AT&T, March 2011)
• 40% of US Smartphone owners compare prices on their mobile device while in-store, shopping for an item. (Source: Comscore, January 2011)
• 1 in 5 US adult mobile phone owners have used their device to make a purchase in the past month. (Source: Mobile Marketing Association & Luth Research, May 2010)
• 101 million smartphones were sold in Q4, versus 92 million PCs (IDC, January 2011)
• Laptop ownership has increased dramatically from 30 percent to 52 percent, and desktop ownership has declined.(Pew Research, October 2010)
Mobile is like leaflet containing all the indices and rest follows.

With great power comes greater responsibility.

The marketers should understand that the Mobile community should be fed with the information they need. The demographics like age, sex, location will turn obsolete if the content and context are ignored. The messages/communication should never be spam as it contains bit of valuable information. The Holy grail is to channelize it in right procedure.

This rapid growth of mobile technology offers extraordinary opportunities for marketers. Mobile devices allow us to connect with consumers no matter where they happen to be, and the power of location-based services enhances potential interactions even more.

Creating a mobile version of your website is more than creating a smaller version of your current brochure ware website. The reason you do not need a mobile version of your current website is because mobile is not the same as the Web.
From platform to technology to how the consumer interacts with the media, the only thing that that the Web and mobile have in common is that they are both new media. The way someone accesses the content is fundamentally different from a Web experience, but most importantly, more and more consumers are using mobile as the first gateway to find out about your brand.

While the rules are still being determined as more and more companies wade into this new territory, marketers should look for integrated mobile marketing solutions.

The right idea will be to let the consumers pull the information. We still need to find out the patterns and way to make consumer aware that certain service exist without spamming them (of course at a point).

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