Why you shouldn’t think of mobile as only ‘out of home’

Mobile marketing doesn’t mean out of home, nor does it necessarily mean on a mobile device.

The following blog post: Mobility doesn’t mean out of home contained a fascinating statistic from an AC Neilson study showing 72% of smartphone shoppers who make a purchase with their smartphone do it at home.

The above post is very thought provoking and encouraged me to work through the following ideas:

What is mobile shopping?

The mobile device has made the online shopping process something we expect in an instant. Wherever you are, you will have your mobile device and therefore instantly expect a shopping gratification – including when at home. You may think that mobile means out of the home or on the move; however location does not necessarily have to be out of the home as you are more likely to shop on a mobile device when at home because it is convenient.

Yes it is possible that consumers are more comfortable purchasing something on their home Internet connection rather than over public Wi-Fi or 3/4G. Maybe the process of entering your credit card details whilst checking-out is not actually that convenient when on the move and therefore customers prefer to do it at home, rather than on the train, in the cafe, on the bus, etc.

Allowing credit card details to be stored and ‘one-click’ purchasing seems a good idea for brands to make the out of home, mobile purchase smoother.

To me, mobile shopping is about being about to get what I want, when I want it. There should not be any barriers to purchase based on location or device (or anything else for that matter). Not allowing your customers to buy from you whilst on their mobile device is not acceptable anymore.

Mobile and TV:

Has the rise of mobile devices directed the family back into the living room and in front of the TV? I think so. The concept of the second screen has opened up a new channel for marketers for TV and mobile engagement. How do they utilise the fact that customers, while watching TV, have the world at their fingertips? They can search reviews, search # tags, email friends and confirm facts about a brand in an instant.

TV adverts + social + messaging = brand engagement + conversion.

Seen any examples?

Shazam’s custom second-screen interactive experience engages viewers and improves brand recall: http://www.shazam.com/music/web/pressrelease.html?nid=NEWS20121119065621

When the family has a device per family member, they can watch what they want in the same room….but also find other things to do if the TV programme is not to their taste.

Consistency of marketing message: context.

When there are different devices, channels, timings etc. the consistency of the message and content becomes vitally important. If your push messaging strategy is location specific, so should your email content strategy – otherwise the experience breaks down. When a customer opens and clicks email on their mobile device, if you have an app it should open in the relevant area. Similarly, if they click on an email on a laptop, the action needs to be relevant to that scenario.

This is called context: you have to make your marketing contextually aware so it is consistent across all channels.

Does mobile mean mobile device?

I’m not sure it does. In theory your laptop is a mobile device (although not that mobile). Therefore marketing strategy should not necessarily be via channels (mobile, email, SMS etc.); it should be mobile first and contextually aware. Yes, delivering the message is channel based (sending email, push messages etc.) but your strategy should not be.

Mobile shouldn’t just involve thinking about a specific location that is a specific place. It should be about how customers engage with your brand it all locations they may be in, whether it be at home, at work, on the bus, in the pub, etc. Making your marketing consistent and tailored to those locations will drive engagement and conversion.

Let us know your thoughts in the comments?

About Matt Hayes

I'm immersed in the mobile marketing world and the Co-Founder of Kickdynamic.com a live email content platform.

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