I jones after my phone. It’s one of the last things I cuddle with at night and one of the first things I reach for in the morning. It’s a dependency, an addiction. A portal into potentially everything and most often nothing. The universe on loan until the battery dies or the last letter in Words with Friends has been played out.
So when I heard that AAF Seattle was having a panel called Mobile First, I signed up. Not just so I could hang with other people suffering from my same dependency issues, but also so I could learn more about the space from some of the best minds in the biz. The panel was: Anders Rosenquist (Director of Emerging Media, POSSIBLE Seattle), David Burke (Agency & Brand Lead, HasOffers by TUNE), James Spence (Associate Creative Director, Oracle Marketing Cloud) and moderated by the esteemed Andy Boyer (Adjunct Lecturer, UW Foster School of Business). They all brought a diverse perspective to the table, but they all agreed on one thing: if you don’t have a mobile strategy, then there’s a massive rip in your marketing universe. A strange blackhole where websites and skyscraper banners collide.
Here are some truths the panel brought to light:
- Close to 3/4 of all phones are in the US are smartphones. That’s a lot of data being consumed on the go.
- 79% of all smartphone owners use their phones to shop. Cha-Ching.
- Over 60% of all emails are checked from a mobile device – a major tipping point.
- Local mobile searches (85.9 billion) are expected to exceed desktop searches (84 billion) for the first time in 2015.
These stats are telling: Mobile users are shopping, searching, reading emails, and generally leading most of their computing lives from their pocket or purse. By understanding how your audience is interacting with their devices, you can more strategically reach these users at the exact moment of potential purchase of engagement with your product or service.For example – smart marketers are creating a variety of different content for the mobile device that will never be seen on the desktop. Sure, at the very least most marketers should have a ‘responsive design’ of their website – or a design that modifies its layout when delivered to a mobile device versus your computer screen. This is a business mandatory. But consider this: how about ‘Adaptive Design’ – or unique content that is delivered to your mobile phone, triggered by such things as time, location (hey, you’re near a mall!) or even temperature (hey, it’s cold outside, how about a new scarf?). Feeling underdressed? It won’t be long before your phone, or watch, or other wearable will know that too and send you a nice new video about the new Turbo-down Columbia jacket you always wanted (very nice, BTW). The danger? Oversaturation. The bigger danger? Not doing anything at all.
So yeah, we’re all being asked to think about even more content. About even more tactics. But the take-away from the panel? Stop thinking about mobile as ‘another marketing initiative.’ At the end of the day, mobile has to play in the same sandbox as all your other online and offline endeavors. It needs to complement, reinforce, and carry the same integrity as the rest of your brand experience. It’s all part of the convergence – and the singularity – that is Big Picture Marketing.
And also know this: one of the first things I’ll see tomorrow morning? It’ll be mobile. And I’ll bet the same is true of you.
Author: Chris Donaldson
Chris Donaldson is Executive Producer at HCFmedia. Can film making change the world? The Short Answer: Yes.