More and more, we?re going mobile. It?s debatable as to why this is happening, though it can generally be agreed that we, as a species, like convenience. Anything that caters to our habits, our tastes, and our desires is something that we want. As it so happens, mobile devices do exactly that: they answer our questions and provide us with information whenever we please. The success of Siri ? the voice-command function of iPhones that allows you to access and acquire information from your iPhone with as little hassle as possible ? is a testament to our desire for convenience, ease-of-access, and speed of service.
One-Stop Shopping or Bust
Because we demand convenience, when we don?t receive it ? especially via our precious mobile devices! ? we tend to get a bit frustrated. Online shopping is an example of how we have developed certain expectations about what we can get from our smart phones. When we want to buy a product from a business, we have simply come to assume that they have a website and that we can easily access it and buy products from that website. When this isn?t the case? well, we have a tendency to just give up.
Thus, easy-to-access, mobile-friendly websites are vital for businesses that intend to continue to do business into the 21st century. One-click purchasing apps and website functions are becoming increasingly popular as online, mobile shopping becomes the primary method of shopping for more and more consumers.
With our proclivity for convenience in mind, it comes as no surprise that when we want to shop, we go to our mobile devices. In most cases, people are just using their mobile device to do research on a product before they buy it ? just as a savvy consumer should do. This practice is becoming more and more commonplace, with shoppers looking up product reviews right in the store.
Reviews on a business?s website reassure consumers, and are a great way to close a deal for them. So long as those reviews are not overwhelmingly negative, even a mediocre review is more likely to close a deal than a complete lack of information. We are, as a society, addicted to information ? and when we don?t get it? That?s trouble.
Targeted advertising is a curious mixture of an individualized service that we receive through our mobile devices? and a nuisance. Yet this is a major trend in how mobile devices are used by businesses today: advertising is being used on social media platforms like Twitter and Facebook to engage consumers. As social media plug-ins track the interests of mobile device users, that data can be harnessed to create a more unique marketing experience for those users.
Some advertisers are creating more interactive advertising experiences. These interactive adverts can be accessed and downloaded for special deals or sales, or include access to other deals or services that the user has shown interest in based on an analysis of their data.
Omnipresent But Not Omniannoying
Even as advertisers strive to make the best use of the data they are getting through social media plug-ins and apps, they are also working to make their marketing campaigns present on a wide spectrum of apps, web pages, and so on. As mobile devices become more skilled at providing users with multi-page experiences, advertisers must make their adverts available on all of those pages, keeping their message in the mind of the consumer as much as possible.
Some businesses are even releasing their own apps to try and integrate their advertising message as deep into mobile users? digital experience as possible. It all comes down to trying to keep mobile users on your message, and doing so as often as possible. Yet a balance must be struck between this on-message advertising and the kind of pestering that is considered ?spam,? and therefore simply tuned out, ignored, or even programmed around with other apps and plug-ins. Interactive, engaging advertising programs are key to this method of mobile advertising.
As the technology that we use on-the-go continues to evolve, the way it can be used to access new markets and generate brand loyalty will change. For the moment, the key is to organically integrate your marketing campaign into the natural browsing experience of the mobile device user.