The device most people carry around in their pockets is their phone; companies who want to compete in the global market will need to engage with consumers to better build their mobile strategy and brand.
The mobile phone has become a staple in our everyday routine. We wake up and check e-mails from last night’s meeting, go on Facebook to ‘like’ photos posted from the previous weekend, write a 160 character salty tweet about how you have a long meeting today and Instagram your cat who you think is the cutest thing in the world. We hold these social media driving devices in the palm of our hand and marketers need to pay attention as to how we use them — most of all to drive home their strategy and more specifically their brand.
AdAge brings up a well-thought out question as they ponder: “Why is there a disconnect between brands and agencies when it comes to mobile devices?”
MediaPost‘s interview with Eric Bosco, CEO of ChoiceStream answers AdAge’s question as Bosco said, “mobile has become a non-category because every layer of the digital advertising ecosystem is becoming media agnostic, integrating mobile, video, display, social and local.”
AdAge also sites an interesting point as they say the best mobile strategies use mobile in sync with other forms of media as to provide an experience for the customer.
This holds especially true with IBM’s Presence Zones. These specific zones make the in-store experience much more interactive for customers by using location-based technology to give promotions to them as they shop in the store. When the customer moves through the store, the technology determines the amount of time they spend in an aisle or in one location to determine their promotion.
Mobile devices will be an in important aspect as companies come up with new strategies for their content and brand. This is important because Forbes said mobile use can vary, but consumers check their phones at least 150 times a day.
AdAge describes mobile as needing to be a fusion of the digital and physical worlds to individualize every customer experience and I would agree. After reading piece after piece of information on the use of mobile devices, I think it can be said that those companies who choose not to engage in this practice will eventually fall behind.
Something that neither brand nor agency can afford in our ever-changing tech world.
Aleesha Halbach 