In May of 2011, the majority of mobile phones purchased in the U.S. were smartphones. By September, more smartphones were shipped in Europe than feature phones. It may not happen in 2012, but this trend shows no signs of stopping until the term “feature phone” is extinct. “Smartphones” will simply become “phones.” And phones will be your mobile computer—your preferred point of access to your digital world connecting you to your friends, work, information and entertainment. Phones also have the potential to become your preferred method of payment, your wallet. And as a marketer, the connection between people and their phones is quickly becoming critical
The technology exists for marketers to deliver on the mantra of the last several years—deliver a relevant message at the appropriate time via the customer’s preferred channel. Unlike other digital platforms, mobile devices have the capabilities to make this a reality. I would challenge anyone to name another platform, digital or traditional, where you can pinpoint a consumer’s exact location, behavior, attitudes and preferences like mobile. Unfortunately, neither consumers nor marketers are really comfortable with this level of access to one another. And there have been, and will be, many mistakes made on the road to responsible mobile marketing.
QR Disappointment
A prime example of marketers’ reluctance to embrace the mobile platform is QR codes. For the last two years, I have been paying close attention to the adoption of QR codes. These small, black and white codes that can be easily scanned by a smartphone and deliver a plethora of information to the consumer held great potential. Unfortunately, marketers started plastering QR codes everywhere without fully understanding exactly how they work. I started seeing them on print ads, in stores, on TV and even on billboards … yes, billboards. And as soon as I started seeing them, I started scanning.
I recently decided to do a little test. I will caveat the results by saying I am not a researcher. I am a marketer. I tried to keep my methodology as scientific as possible, but my results are not statistically relevant until I repeat the test a few more times at least. I set out to scan 100 random QR codes across as many media as I could find. I found that out of 100 QR codes scanned, only two sent me to a mobile-optimized website. Frankly, that is not responsible mobile marketing. It is an exercise in disappointment, ruining the user’s mobile experience before it even starts.
The Application Filter
Another thing marketers have to keep in mind is that your messages are being filtered through a complex application-based aggregation system. Understanding your customers’ aggregation behavior—knowing what applications they use, native or Web-based, and what that mix looks like—will be key to delivering relevant information and providing value via mobile. But it doesn’t stop there. Application-based operating systems have been around for years, and cloud computing will integrate peoples’ intricate aggregation systems across all digital channels. For example, look at applications like Pandora or Evernote. Connecting with users of these applications will take serious understanding of how and when people use the desktop app, mobile app, tablet app, or even the TV app.
Think Mobile First
I feel that with the proliferation of smartphone adoption, mobile’s always-on, in-pocket nature, and users’ disposition to aggregate their digital lives, marketers must consider mobile our primary communications platform. It truly is the tie that binds together your business objectives and marketing goals across multiple channels and tactics. Of course, there is one giant hurdle for marketers to navigate. Mobile is still in its infancy as a marketing platform, and convincing CMOs to invest is difficult. This becomes less of an issue if you start with an integrated digital strategy that includes mobile being developed in parallel with other digital initiatives. You will also find cost efficiencies with this type of planning. If all else fails, make sure your CMO has a smartphone and appeal to his or her usage habits.
Some of you may be asking what about tablets? Aren’t tablets driving a lot of the mobile growth? My answer is simple. So far, studies have shown that tablet usage is primarily in the home or at the office. Until people start using tablets to get directions in their cars, at the grocery store to ask their significant others what brand to buy, at their children’s dance recitals to post a video to Facebook, as a flashlight in the woods, to annoy the people in front of them at the movies, or anywhere other than in the home or office, can they really be considered mobile?
Mobile may be everywhere in 2012. But, there is one more thing I’m looking forward to. Stay tuned for the final installment of the series and comment on what you are looking forward to.