According to an inclusive report by the CMO Council to consider the need for “exploiting mobile to the fullest degree,” there are some impressive early adopters and trailblazers, but what is clear from this study, says the report, is that a shift in thinking around the entire scope of mobile engagement is a mandate.
The report positions a collection of statistics and data around mobile use that point to this channel of connected devices and on-the-go communications as rapidly evolving into one of the most influential and potentially game-changing technologies facing today’s marketer, presented here with attribution:
The report discusses at length how marketers are responding to the conclusion that consumers are moving their lives into a more fully mobile, multi-device, multi-subscription model. So far, concludes the report, the answer has been to throw advertising dollars at the channel, transitioning online and digital spend strategies and morphing them into mobile marketing strategies.
In support of the need to clarify ongoing strategies, the these examples are cited:
An estimated 2.5 billion adults (more than half of the world’s adult population) do not use any form of formal financial services, yet about 70% of all people on the planet use a cell phone, an opportunity to reach consumers in developed markets in a new and intrusive way, and to access the previously untapped, unreachable, and unbanked mass of humanity in emerging economies.
Demographic research by Nielsen, Rudder Finn, and Google yield additional support for mobile brand marketing:
Using traditional advertising to engage and activate an audience is rapidly being eclipsed by the pervasive nature of social media networks, massive mobile device dependency, as well as the awesome analytics capability of cloud-based business intelligence providers, which are pioneering new relationship marketing practices, notes the report
Mobile relationship marketing (MRM) is the new call to action. MRM has vast potential to create business value, improve process efficiency, trigger product consumption and use, further loyalty and repeat purchase, and increase customer feedback, assistance, affinity, and advocacy.
Thanks to this reliance on mobile, concludes the report, marketers see an opportunity to leverage this dependence to better target and reach their consumers. According to 55% of respondents, the fact that mobile is an always-on and highly accessible channel to the customer is an essential benefit. Also high on the list is the ability to target and customize engagements (51%).
According to half of respondents, messaging and communications options are of most interest. Other key applications include social media interactions (35%), value-added service delivery (34%), rich media content delivery (33%), and search and location optimization (31%).
Concluding, the report opines that what is revealed is the need for a mindset shift, where the interaction and engagement is not dictated by a pushed message, but by where and how the customer identifies value and need.
One respondent summarized the value of mobile most succinctly, quotes the report: “Mobile lets a customer interact on their terms, when they have the need, and for what they want to consume. It changes the game for me as a marketer and makes me think about marketing from a purely consumer-centric view.”
To download a complimentary executive summary or the full report with detailed data, infograph and executive perspectives, please visit the CMO Council here.