Posted by Kevin Tomkins,
Jul 19, 2012
In the third and final part of our mobile series, I’m going to talk about the mobile platform and its place in the marketing mix.
I’ll be addressing the issue of perception of mobile in the comms mix, looking at how brands are treating mobile and rushing the issue and how consumers are turning to mobile and seeking brand engagement.
The race to go mobile
The first part around brand involvement in media is looking at the speed and ferocity some brands went at to get themselves mobile, and by doing so produced some QR codes and positioned them badly with no description or learning. It is rare you will find a positive QR code story from Europe that is because our brands are not treating them properly, the user isn’t being considered and value isn’t being offered. There is also an immediate need for brands to teach consumers how the technology can benefit them rather than assuming that their audience know what to do with these features.
An in store discovery platform
The second part to this is knowing when and why consumers are using mobile. On device research shows that a large portion of users (around 60%) have used their mobile in store, with a majority doing so to establish value, be that monetary or brand value. This is through price comparison, review searching or voucher code seeking. Their research shows that 90% of users have also used their mobile to research a product or service.
The mobile device is currently a discovery platform, which will work with other media to drive inspiration to consideration. Don’t believe me, the big things around mobile are QR, NFC (near field communication), Google goggles, augmented reality, Shazam ads. Or historically, SMS and blue tooth, all of which require an initial media to facilitate the engagement. Mobile needs to be treated as the vessel to carry one engagement on to the next point and as such, there is a huge need to focus on discoverability, through both search and social.
My final point feels almost like a statement: without tracking you will never know, and no one will invest if you can’t prove effectiveness. In the current financial climate, being aware of performance and reasoning investment is imperative to a business. Firstly, tracking needs to be implemented and via the mobile there are a whole host of analytic tools which allow brands to understand on-site performance. This will enable you to differentiate between site/tablet and mobile traffic and how the platforms are used. The second area is prompting registration; this way you will know actual behaviour as opposed to assumed behaviour, and you can build real cluster groups and use this to develop your outward communications. The final area will come with the technology, near field communication (NFC) will allow brands to directly understand mobile engagement. As micro payments grow and the mobile phone takes over from our actual wallet, we will be able to understand the media journey with the payment. In an ideal world all three would be best but starting to understand will put you ahead of many.
In summary, I do not believe any of these are hard work, but it is these small and sometimes obvious things that get over looked and can therefore have a negative impact on brands. By looking at these aspects, the bigger problems can be addressed with all of your other channels effectively.