The future of powerful marketing lies in mobile

About 44% of mobile phone owners sleep with their phones next to their bed at night and there are 7.45 billion unique mobile connections in the world while only 7.2 billion people populate the planet. The evidence is unavoidable, mobile has emerged as a pervasive force in our daily lives. It wasn’t too long ago that we were sending each other text messages on our basic handsets, which almost comes off as tactile communication compared to what we are capable of these days. Ever since the inception of the smartphone, mobile has taken off in such a big way that the rapid rate of development of mobile technology caught marketers off-guard. No longer is mobile the scrappy upstart making a splash, its right in front of us commanding our attention. Being dependent on a mobile device is now the norm and not the exception. Additionally, the standard mobile phone’s capabilities have expanded to replace almost every other peripheral device — from maps, to calendars, to desktop computers.

How marketers can effectively market on mobile devices

Up to 83% of people between the ages of 18 to 29 say their smartphones play an integral part in their lives. Think about it, doesn’t a large part of your daily life largely depend on your smart phone? Right from the alarm that wakes you up, to the email notifications you get during the day and the podcast you listen to before you sleep. Over the years, the mobile has come to be a very personal object for most people who use it. It’s gone a long way from being a device that one merely uses to make calls and send messages. It’s a very integral part and extension of our being. Successful mobile marketing essentially lies on a bed-rock of trust and relevance and marketers ought to stop looking at mobiles as just devices. After all 72% of consumers spend 2 hours a day on their mobile devices, 51% have between 11–30 mobile apps on their phone and 75% do product research on their mobile phones. The most popular apps amongst consumers are messaging apps, with 53% spending most of their time on such apps and 50% even allowing push notifications from their favorite apps. But keep in mind that 68% turn their notifications off if they get too many! It’s important to keep up with your customers but it’s also crucial not to overwhelm them. 70% of users prefer when push notifications offer a specific call to action such as a deal, discount or just helpful information. Marketers must hence create an engaging and relevant strategy to succeed in mobile marketing. Respect your consumer’s time, offer value, build trust and loyalty across all channels in order to create lasting, personal relationships.

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