It’s early in the morning, I’m cozy in bed. The alarm rings and as I reach over to grab my phone, immediately I start checking my messages, reading important news and looking into the schedule of the day. This is usually how I start my mornings, ashamedly admitting or maybe some would feel the same too. Mobile phones are so well integrated into our lives and activities that as YouTube channel Digital Garage puts it in their video, this is the rapid evolution of the mobile device, meaning it’s now an essential part of us. This is also good news to marketers our there as it’s an easy way to deliver information through various methods right into the palm of your hands.
Enter Mobile Marketing. Google explained it in a way not many can deny it happening in their lives, what is happening you may ask? This term called Micro-moments, its small instances when you’re in thought and stuck at a decision-making juncture. Such as what are you curious to find out, where do you want to go to, to buy and to do? We whip out our smartphones and start typing our queries into any search engine there is. We’ve all been there, these are moments marketers could also start being hyper aware of, to swoop in at the right moments to capture the attention and hearts of audiences all around.
Kaplan also so sophisticatedly put it on the types of people there are out there in the above diagram who would be at the receiving end of marketing messages where not everyone welcomes it, he calls them ‘Victims’. Information being pushed into people who have no say whether they want it or not, which is illegal in some places, but at the same time unavoidable everywhere, happening all around us. But knowing these, do companies change their strategy to instead target their audiences appropriately without harass. Instead focus resources on people who want it, that sounds smarter.
One way it could be achieved is through what Kaplan calls the four ‘I’s of mobile social media, where whatever application or medium is used by the consumer to be integrated into their lives or interactive enough to keep people talking about it or even keen to lean in to find out more. This way actually sounds more exciting and natural then forcing information down to the masses (Victims). Which foursquare an app that does location check-ins have done up perfectly.
I can definitely relate to this post as my phone is the first thing that I reach out for when I woke up and sometimes the “victim” spammed by direct marketing text messages. After reading your post, I would also definitely prefer businesses to use mediums that integrate activities or involving us in conversations, instead of pushing information to us.
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That is true, i agree with you. I would be more involved with a brand or project too, instead using mediums to integrate the consumers. Thank you for your comment! 😀
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I often receive messages that I do not want to receive or are not interested in, especially ads that are sent via sms or email. I usually choose to block those message because I feel vry annoying. In that sense, I’m also a ‘victim’, haha～ So, agree with what you said, companies should focus resources on people who want it. They should send the corresponding message according to people’s needs instead. Thanks for sharing！
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Yes sometimes casting the net wide may be a strategy of capturing unsuspected consumers, but if there is a better to ‘cast’ the net, why not? It will definitely save the company time and resources! Thank you for your comment! 😀
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Yea. Agree to give users a sense of autonomy.
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Autonomy with consumers would be risky due to the people that will so to speak ‘grieve’ the system. But if done beautifully would be such a wonderful collaboration of sincere consumers with the Brand. Thank you for your comment!
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