Mobile consumers are different
Communicating with mobile consumers needs fresh thinking and new strategies- thus businesses need to appreciate why the mobile platform is different.
The mobile internet, and associated m-commerce, has been around for over 10 years.
Technologists have been trying to persuade consumers that internet on the move is real for many years. Do you remember WAP?
But despite the best efforts of marketers the consumer remained unconvinced. They spotted that using the internet (let alone websites) on their mobile phones was an even more painful experience than the internet that seldom answered their needs.
But things are different now. The mobile “phone” has become the convergent box of technology and the computing choice of the masses.
The internet is established in people’s lives. They have become dependent on it and expectant of the services it provides. It is a trusted source of news and a conduit for communicating personally and professionally in increasingly novel ways. Consumers use the internet without giving it, or the technology, a second thought.
Technology has moved on. A device that was once just used for making telephone calls is now perceived as something quite different. Bigger, colourful touch screens, keyboards, and faster connections has resulted in a plethora of new applications that feed the consumers craving for simpler ways to enhance their lives.
In return, consumers share ever increasing amounts of information with organisations and enter into new types of relationships with them.
Whilst consumers are keen for innovation and creative ideas, many brands and organisations seem slow to respond. Trying to repurpose websites and using outdated marketing techniques is insufficient. Organisations need to realise that mobile is different, the user is in a different context and web-like experiences simply won’t do.
For why- and what to do- please see Dr Search‘s next post.
