Okay. Let’s just get this out of our system now.
How do you direct marketing efforts to people that aren’t focusing on the channels you put your integrated marketing communication (IMC) efforts into? It’s not a trick question, you simply market to where they are, even if that means stuck in traffic in the middle of rush hour. I’m not talking about radio. Because let’s be real: no body listens to the radio anymore when everyone and their mothers have auxiliary inputs to plug their phones into to pump that god damn Bruno Mars song through their speakers. But the cool kids listen to SERIAL podcast.
Seriously. It’s really good.
I am in fact talking about mobile marketing. We already know digital marketing is taking over and media is becoming contagious across a multitude of platforms. Would you like to take a guess which is the dominant? You guessed it, it’s that very same device you Snapchat from. According to U.S. Digital Future in Focus (2014) by comScore;
“People are rapidly changing the way they consume content as they shift from traditional media to digital media” “…new ad campaign measurement capabilities are reducing waste, improving optimization, and ultimately driving better marketing ROI”
A pivoted focus for more direct contact, reduced waste and spending with better returns? Yes please. In just a 3 year comparison, mobile use exceeded the use of time spent from desktop users. In fact, 85% of internet time was logged by smartphone users on mobile platforms in 2013.
At this point, you’re either in complete agreement that all your Facebook stalking and YouTube viewing is done from your phone (probably sitting on the porcelain throne), or you’re in complete denial This many people are accessing the internet from a non-PC device. If you’re the latter of the two, I’m sure you wonder why it would even seem worth while to give a shit attempting to market to those platforms. Well for one, advertisers give a big corny shit. In fact, AdReaction pulled data on 2014 for multiscreen advertising and consumer receptivity.
Let me break down the quick facts for you.
Time Spent on a Device (daily):
Device Use:
Device Overlap with TV:
Well, these numbers are impressive, but just how many people are online on mobile devices EXACTLY? Well, comScore found that at June 2014, mobile platforms were making desktop platforms look pretty dumb by an exceptional 20%, and it looks like a trend that’s still in motion.
So why should businesses care about mobile marketing and the use of various platforms? Well, why don’t you ask your girlfriend? If she is part of the Pumpkin Spice Latte cult created by Starbucks, she’s probably one of the 9 million people that has made them a mobile platform monster. How? With that stupid glittery gold card she keeps in her purse (and unfortunately, I have one too now, dammit). Not only does their reward program encourage repeat business and customer loyalty like no other, but according to the Washington Post:
“Starbucks is also gathering a rich trove of data about its most loyal customers, something it can eventually leverage to shape its marketing tactics, promotions and even store locations.“
And they’re not stopping there. Mobile app use for drink orders ahead of time is coming. Not to mention Starbucks has been beta testing deliveries in select areas. Other businesses have taken notice and have begun to move towards this service business model (Girl Scout Cookies being one of them).
Not only are popular businesses created more ways to appeal to their already loyal customers, but this is like adding a layer of super glue over a bug stuck to fly paper. We’re just sealing the deal at this point to ensure future business, and will have data on you to pretty much make you their pet to invoke business whenever they feel with coupons and at home delivery. It’s almost diabolical how unfair this is going to be. And even worse, you like it.
brianhaug 