People did not buy their phones to accommodate marketers
A person's smartphone is the most personal technological device they own. It's with them 24/7 and holds everything from their favorite music to their work emails. It wakes them up in the morning and keeps them company at night. When people go to bed, their spouse is on one side and their smartphone is on the other. There is no other device we treat with this much intimacy, which is why marketers need to remember that mobile is not just a delivery platform for advertising: It's a relationship people have with technology.
The industry needs to constantly remind itself why people bought their phones to begin with: convenience, entertainment, and utility. If marketers focus on these three pillars they can more easily create messages that people will engage with, and creative ways to deliver them. Smartphones were not designed to accommodate marketers' intentions -- the intentions had better accommodate the device.
David Hallerman, principal analyst at eMarketer speaks to iMedia about the relationship consumers have with mobile devices and tactics to avoid.
Providing value through mobile messaging
A good place to start when trying to find an opening between a consumer and their smartphone is to ask what kind of value you are providing. Consumers want value from brands -- not just from discounts and savings, but information, education, and assistance. They don't mind brand interjection when they feel they are receiving something for it. This is why banner advertising has taken such a deep dive in the last few years. Consumers stopped seeing the value in clicking on an ad, and were often subjected to obnoxious delivery methods like pop-ups. Brand trust is being slowly healed with native and content marketing strategies. Mobile allows location tracking that can help consumers track discounts and savings. Brands can provide value in a multitude of ways if they don't start from a place of "sell, sell, sell."
David Hallerman ends our conversation by explaining why brands need to better provide value on mobile and improve attribution methods for success.
Click here to subscribe to the iMedia YouTube channel!
Article written by media production manager David Zaleski and videos edited by associate media producer Brian Waters.
"happy young friendly businessman using compulsively cell phone " image via Shutterstock.