Mobile Marketing: Changes in Consumer Behavior
With recent advancements in technology, many changes have impacted the traditional approach to marketing. One of the greatest impacts has occurred in the world of digital marketing, specifically with mobile devices. In today’s fast-paced market, phone companies and service providers have been competing for market share and everything is up for grabs. According to the article “Mobile Myths Debunked” (Advertising Age, Sept 13, 2010), many of the so-called ‘truths’ about mobile phones are actually myths. For example, the iPhone with over 250,000 Apps is not necessarily king of mobile, owning only 5% of the market. Other devices to keep an eye on include the Android by Google and Motion’s Blackberry.
Additional changes within the mobile market include how consumers are using their mobile devices. While devices like the iPhone have changed the purpose of mobile, the target audience for these devices is still relatively young. This younger audience participates in other online activities including downloading music, using the mobile web and texting. But, surprisingly, 35% of mobile users still use their devices for making calls only.
In order to make the best use of their online budgets, marketers need to prepare to reach every audience, through optimizing their site for mobile, developing a SMS program for texting options, or creating programs to identify ‘opt-in’ consumers. Marketers must know their consumers, look beyond technologies and really understand the behavior behind the action.
The key takeaway is to remember that mobile has changed the way we act, along with our purchasing behavior. In an editorial by Ken Wheaton, the author mentions this change in behavior, “our obsession with mobile shouldn’t be about technology or tactics; rather it’s the ability to change the way we work, plan, communicate and buy.”
Read Mobile Myths Debunked and Ken Wheaton’s Editorial.
Filed under: Marketing Trends, Mobile Marketing