How Mobile Marketers Should Respond to Increased Mobile Connectivity

May 25, 2017 Jack Vawdrey

How-Mobile-Marketers-Should-Respond-to-Increased-Mobile-Connectivity

Being surgically attached to a mobile device used to be a joke, but in today’s hyper-connected world, it’s closer to fact than fiction. This excessive use of mobile devices has mobile marketers on their toes.

Just to give you an idea: smartphone usage ranges between 27-132 sessions per day. On average, that’s around 2,617 touches per day on a smartphone, with the top 10% of smartphone users hitting around 5,400 touches.

If you’re not convinced, just consider the fact that mobile users are spending 5 hours on mobile devices each day. These numbers are reflective of a predominant culture of connectivity.

What does this mean for digital marketers?

With the average individual owning five connected devices, the multiple points of connection and increasing mobile media time simultaneously create new opportunities and augment past challenges for digital marketers:

  • The transportability of mobile devices allows marketers to put their message in the pockets of their consumers, but oftentimes this message is fragmented across devices.
  • Users can perform tasks and interact with brands practically anywhere, anytime, but digital marketers have to provide a seamless experience from device to device.
  • Mobile consumers offer robust location, social and demographic data through their devices, but attention spans are short and app multitasking rampant.
  • Most mobile digital media time is spent in apps, but the app market is highly saturated and acquisition/retention metrics are abysmal.

A common response among mobile marketers to the vast proliferation of devices is a cross-channel strategy that targets new device types. This approach often gives more attention to the devices than the consumers themselves.

Real marketing success comes from becoming a true Connected Marketer.

Being a Connected Marketer isn’t just about reaching customers on all possible touchpoints. Mobile marketers need to break down siloes and cross-device barriers—devices aren’t merely channels of your marketing strategy, but extensions of each other and of the mobile user. The Connected Marketer understands that connectivity is as much a behavior as it is an opportunity to engage with consumers.

Alison Murdock, SVP of Marketing, Verto Analytics, recently said:

“Status Quo Marketers hold on to a bygone era of advertising by flooding the market with cross-channel promotions and messaging in the hopes of grabbing an individual’s attention. They struggle to absorb, and maybe, ignore critical facts about how consumer behavior has changed. Connected Marketers, on the other hand, understand that grabbing a person’s attention involves a value exchange. These marketers use insights and data to learn when and where to reach the individual and how to meet her needs, on her terms.”

Michael Becker, Managing Partner, mCordis & The Connected Marketer Institute, said: “In the era of connected individuals, marketers and businesses should focus on creating value for and with people, not from them. ”

Murdock and Becker will be presenting “The Connected Marketer: What It Is & Why You Must Become One” at the upcoming Mobile Analytics Summit, a free online event to be held June 22, 2017.

To learn more about the principles of a connected marketer, register for the event online.

 

About the Author

Jack Vawdrey

A former student and present enthusiast of the humanities, Jack Vawdrey uses his love of language to explore the role of marketing and analytics technology in business. Jack joined the ObservePoint marketing team in August 2016 and serves as Managing Editor. Adamant about automation, Jack writes to educate the analytics and marketing community about the role of tag auditing and data governance in the enterprise.

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