Is there anything that mobile technology will be incapable of in the future? For a product that only in recent years has found mass popularity, its rise to ubiquity is nothing short of impressive. Fueled by consumers’ needs for on-demand everything, we now order, shop, pay, and plan our lives on our phones – and sometimes still make calls on them. This technology that seemingly does everything and goes everywhere, all while fitting in the palm of your hand, has molded and shaped commerce like no other singular device in modern history.
As a response to, or catalyst for, this new buying power, digital marketing has also greatly increased relevancy. A transformation of marketing is underway as we spend more time on our mobiles, tablets and laptops. The challenge for brands is to connect with customers through all our mobile devices in real time and create campaigns that work across social media, display advertising.
To gain some professional insight, I asked six experts in the field their thoughts and ideas on how mobile technology has changed consumer buying habits and business marketing strategies. Here’s what they said:
Elmo R. Lugo, Vice President of Astrid Creative Endeavors, gives us a quick history lesson in the evolution of mobile technology as well as his thoughts on the future of the industry, “Every generation is quick to adopt new technologies and how it can facilitate or add convenience to their lives. For example, in the late 19th Century, Americans in both big cities and in unincorporated territories benefited from the growth of the railroad. This led the Sears brothers to create the mail-order business. Consumers could purchase everyday items, and even a house, via the Sears catalogue. And while early development of mobile technology did have a similar effect to what railroads and highways had on the businesses / consumer relationship, the last decade represents a significant change: businesses can actually create a one-on-one relationship with each individual consumer. GPS, SEO, programmatic, tagging, tracking, etc. are tools within mobile technology that businesses can now access, aggregate and monetize to make sure that the individual consumer (not groups, not demographics) is getting the product or experience of product that satisfies a need that is tailor-made for that individual consumer. In other words, a consumer can now become aware of a product or experience they “need” before the “need” is real or thought of.”
Brand strategist and marketing analyst Anthony Miyazaki adds “Years ago, when the digital marketplace promised information ‘at your fingertips,’ it was exciting, except that we had to be at our desktop computers to get those fingertips typing on the keyboards. With the mobile marketplace, however, those keyboards go wherever we go, which has changed how consumers research product information. The fact that buyers can be in-store and still access competitors’ features, prices, etc. in real time will continue to move marketers to offer higher value in order to retain those buyers. Being ‘good enough for the moment’ was a reasonable strategy ten years ago when information was temporally and geographically distant, but mobile technology will force brands to strive for being ‘the best’ now that information truly is in the palm of your hand.”
But is this constant demand for marketers to know what consumers want before we want it such a good thing? Ricardo Delgado, a marketing designer, weighs in with a warning about modern marketing, “Personalization or invasion of privacy? It all depends on how you look at it. We are living in a communications revolution all over again – much like the times of Gutenberg’s printing press and Marconi’s radio telegraph machine – but this time the price to pay is our freedom. If you are a marketer, there has never been a better time to target your audience. After all, as consumers, we are giving marketers all our private information in exchange for seemingly free service: social media, internet browsing and even the convenience of purchasing goods; all from the privacy of our home or at arm’s length. The reality is that our superficial sanctuary is full of holes, and we are being targeted and profiled for the goods we buy and the news we read. Never in the history of humanity have we seen such a boom in communication, or is it isolation?”
In contrast, marketing and sales leader Alex Motola adds a positive spin to the benefits of mobile technology, “Mobile technology is the foundation of a smartphone to have all the tools of success. While being mobile, one can make purchases on the go versus being stagnant in one place. It gives a sense of feeling to look at purchases on the go, or even seeing a sponsored ad that catches the naked eye to be intrigued. Moreover, to make a purchase or to feel aligned to a new product that is being advertised.”
Social media marketer, Marlene Herrera, adds “Mobile technology continues to play an important role in the consumer buying experience globally. With the ease of researching and comparing products on the go, consumers purchasing habits have transformed their roles in retail. To keep up with the surge of rapid changes in consumer habits, businesses have improved their online shopping experiences with a growing use of video, digital ads and innovative use of augmented reality (AR). Every business or brand can -and should- adapt to the growing necessity of digital marketing, firstly because it offers multiple opportunities for advancement, secondly because your audience will benefit from an online presence. Many consumers follow their favorite stores and brands on social media. By having a social media presence, you can cash in on the opportunity to get reviews, be recommended, and keep your customers updated on your business. Technology is a powerful tool in influencing and changing consumer behavior. As new technologies emerge to disrupt industries, companies of all sizes can’t afford to sit on the side lines. In a world where new technologies pop up all the time, the companies that put consumer needs first are in a position to win. Smartphones and social media are giving consumers a chance to discover brands they’ve never come across before. The thrift store down the street can now set up shop online and offer global access to its products.”
Industrial marketing expert and digital enthusiast, Irina Howard wraps things up with the following, “Mobile technologies are the increasing present and future of our digital marketing industry. We can’t function without smart phones in our modern lives. They are an extension of ourselves, it’s where we store all personal information. The easier we make it for consumers to connect with our brands through mobile, the better positioned we are going to be.”
In conclusion, mobile technology has made for some incredible advances for both consumers and marketers. Data collection by marketers has been able to advance from generalized demographics and groups to individual customer statistics. The increase in data collected from consumers has allowed marketers to seemingly know what a customer want before the customer knows what they want. All this data collection does come at a cost of privacy though – no matter how careful you are with your information, marketers are able to mine your data, your likes, habits and history to form a pattern of behaviors to be able to predict your buying habits. But with the convenience of mobile technology – as well as the increased consumer expectations – it doesn’t look like this technology will be slowing any time soon.
Technology continues to change rapidly. Businesses can either see this as a challenge to overcome, or as an opportunity they can embrace. By embracing these new trends and satisfying the needs of their customers, companies can increase their relevancy and their personalized messages will – hopefully – be met by happy consumers. As long as businesses remain vigilant of the security of their data and use the information they gather wisely, consumers will continue to be able to get what they want, when they want it, wherever they are, right from the palm of their hand.