Mobile First Marketing

Mobile First Marketing
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We are now in a post-PC era where the smartphone and tablet are the top digital devices for billions of people. They are not just used for basic communication, via voice calls and text messages, but are used for all sorts of things, playing games, navigating, paying bills, controlling household appliances, watching movies and monitoring fitness.

The latest mobile phones offer the ability to deliver a multi-sensory, immersive content experience, involving video, animation, sound, vibration, tapping, swiping & pinching – something no other device, or channel, can offer. The mobile device has become the central controller of consumer life, and we should leverage this behavioral shift more effectively within our marketing (and business) activities. In the last few years, mobile has changed many aspects of our daily life, the world over.

What does it really mean to be ‘mobile-first’? To be truly creative and increasingly effective in a mobile first world, we should start by building creative concepts for mobile, and then cascade them into other media. And mobile should be used to help integrate all of our marketing channels.

There are 4 key take outs from this chapter.

1. Understand the role that mobile can play for your business. We look at the things that people use their mobile devices for, and how they use them to Kill Time, Save Time and for Prime Time. This mobile usage has created many new digital touchpoints in consumers’ lives, and offers opportunities for brands to meet their business objectives, whilst adding value to their customers.

2. Use mobile to humanize your digital experiences. Mobile interfaces have become very simple and easy to use, where even babies are intuitively able to use an iPad. There are lessons to be learnt from what a consumer now expects in terms of their digital interaction, as well as design implications that can increase the effectiveness of those interactions.

3. Think about mobile as your first screen. The smartphone has become more and more central to our lives. The always on nature of mobile devices, coupled with the fact that we tend to carry them everywhere with us, has led to them becoming the number 1 device that consumers turn to for any number of things. Mobile devices are truly becoming the remote control for our lives as apps appear that can control your TV, stereo, central heating and even remote control helicopters! Your customers have made mobile their first screen; you need to put it at the heart of your business and communications strategies as well.

4. Integrate your customer touchpoints through mobile. Mobile is not just “another” advertising medium. It is also an engagement medium that can play a part in activating other media as well as impacting on all of your non-marketing touchpoints, such as sales and customer service. Mobile is well placed to connect your brand to your customers all the way along the purchase path from consideration to repeat sales. Considering mobile as the starting point for these interactions means you will be well-placed to cascade the same learnings to other media.

Product Details

  • File Size: 87 KB
  • Print Length: 22 pages
  • Publisher: ExecSense (August 28, 2012)
  • Publication Date: August 28, 2012
  • Language: English
  • ASIN: B0093PP3XW
  • Text-to-Speech: Enabled
  • X-Ray: Not Enabled
  • Word Wise: Enabled
  • Lending: Not Enabled
  • Screen Reader: Supported
  • Enhanced Typesetting: Enabled
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