HIEN VU

What’s the first thing you grab in the morning? If you’re like many people, it’s your phone. Our phones have become an integral part of our lives, making them essential for businesses trying to reach us. Mobile devices aren’t just a passing trend, they’ve become crucial. So, if companies aren’t focusing on mobile options, they might be missing out on connecting with customers.

Why Mobile is a Whole Different Vibe?

Do you remember the big brick phones from the ’90s? We’ve really come a long way since then! Mobile phones have become a massive part of our lives now, more Australians have smartphones (87%) than laptops (76%). If your approach to technology isn’t centred around mobile, you might already be falling behind.

The speed at which mobile technology has grown is incredible. It took just 12 years for mobile phones to reach 50 million users, while it took airlines a whopping 64 years to get that same milestone! Nowadays, new apps can gain millions of users in just a matter of weeks, or even days. This rapid growth happens because mobile phones are more personal, they can tell where we are and provide quick answers through voice commands, pictures, and various apps.

The New Marketing Playbook: The Mobile Mix

The way we approach marketing needs to change for today’s world. Instead of the old methods we used to rely on, we now have something called “Personalised Mobile Marketing.” This new approach focuses on each person individually, making them the main priority. It reimagines the essential parts of marketing to fit into our mobile-driven lives.

The product now comes with both physical devices and virtual applications that act as personal helpers and shopping centres. It’s important to note that more than half of online shopping is now done on mobile phones.

“Place” refers to methods like text messages and advertisements in mobile apps that let businesses connect with customers in real life. These tools help marketers understand how customers move around a store and interact with products. 

Pricing strategies such as offering a free version of a product allow people to try it out before they decide to purchase it. This approach often leads to more people wanting to buy the product overall. 

Promoting products or services isn’t just a one-size-fits-all approach anymore. Now, it’s more about tailoring messages to fit individual preferences based on how people use their mobile devices and where they are. 

In the end, using AI for predictions helps us understand what customers might want in the future.

Catching Users in the “Micro-Moment”

To truly connect with people, we need to understand the concept of “Micro-Moments” as defined by Google. These are the quick instances when someone reaches for their phone to meet a specific need. These moments can make a big difference for brands trying to engage customers.

There are several types of Micro-Moments. For example, “I-Want-to-Know” moments happen when people are curious and search for information, like looking up something they saw in a TV ad. In fact, 66% of people do this! Then there are”I-Want-to-Go” moments, which are all about searching for nearby places or services. We’ve seen these searches double in the past year.

We can’t forget about “I-Want-to-Buy” moments, where 82% of shoppers use their phones while they’re in stores, likely looking for reviews or comparisons. Lastly, there are “I-Want-to-Do” moments, where people turn to YouTube for how-to guides. Searches for these types of videos have been growing significantly, up by 70% each year! 

Recognising and leveraging these moments can help brands connect more effectively with their audience.

How to Win at Mobile Marketing: Be There, Be Useful, Be Quick

Winning in crucial moments comes down to three key ideas: Show Up, Be Helpful, and Act Fast. First, you need to be present because most people, about 90% aren’t loyal to any specific brand when they start looking for something. Second, it’s important to provide useful information, since 73% of people say that having helpful details is the top reason they choose one brand over another. Lastly, speed matters, if a website or app is too slow or doesn’t meet their needs, 29% of users will leave right away.

For our tech-savvy younger generation, this is the reality we live in. By staying quick, relevant, and personal, we can create the brands that will thrive in the future.