The rapid adoption of mobile devices is changing consumer behaviour very rapidly. Although adoption differs per country, it's safe to say mobile marketing is taking a central place in the life of consumers, business and marketers.
Especially one category of mobile devices is taking the forefront in the increasingly mobile digital lifestyle: smartphones.
In March, IDC calculated the worldwide smartphone market is expected to grow 49.2% this year. However, more important is what consumers do with these devices.
As our guest blogger J-P De Clerck recently wrote on his blog, mobile is not a channel and it's not only about multi-channel but also about multi-purpose.
Indeed, smartphone owners use their devices for a wide variety of activity, including communication, information-seeking, texting, mobile coupons and shopping. Marketing messages on smartphone even play an increasing role in purchasing via other channels or in real life.
Mobile activities lead to new mobile marketing and business opportunities
However, existing channels such as email are extremely popular on smartphones as well. The impact for marketers is clear: make sure all your messages and interactions are adapted to this new reality. Texting still is an important activity too so do not hesitate to include SMS in cross-channel marketing campaigns, where fit and taking into account the personal nature of mobile devices.
ABI Research just released some new data on the usage of smartphones and other mobile devices in the US. The report showed that popular phone-based activities include checking email (80%) and social networking (73%). 48% of respondents use their mobile device to search for information. The opportunities for businesses to interact with the mobile consumer are clear.
Although mobile adoption differs per country and per demographic segment, mobile is claiming its' place in the multi-channel interaction mix, in consumer behaviour and in business solutions such as CRM. So the time to embrace it is now, especially since some European countries are leading the way. A recent report by IDC, for instance, found that "the Dutch can be seen as front-runners in the adoption of mobility tools".
After years of false starts, mobile marketing is ready for your business. Check out more about Selligent's mobile marketing solutions here and stay tuned for new announcements on other mobile business applications by Selligent.
Today's customer is cross-channel and he/she is at the centre of sales and marketing.
Communication channels depend on the consumer and marketing is about engaging the cross-channel customer and prospect throughout integrated dialogues that are driven by his/her buying journey, preferences, triggers, signals and behaviour.
Discover why your business should move to an integrated marketing approach step by step and how.