60% of mobile users access smartphones as a primary means of online shopping and research. 76% report they are more likely to read a message if sent as a text (SMS) rather than an email. 64% admit they have made a purchase based on a mobile marketing alert or campaign.
In short, the mobile revolution has happened, and if your marketing team has not thought about user experience or tracked reactions regarding mobile efforts, it’s far behind established competitors. To start, successful teams develop personas to help conjure campaigns and anticipate consumer reactions of the targeted audience.
Below, explore a few scenarios related to a hypothetical target, mobile usage, and ideas to capitalize on associated opportunity.
There are over 40 million moms in the US aged 24-54, and 19 million use both tablets and smartphones for shopping. While downloaded and used apps are split between Apple and Android, according to research, checking the weather and Facebook are primary, repetitive habits.
As part of spring/summer makeup trends, fashionistas especially covet glossy lips and pastel eye color. So, converging the data available, it would be clever for a makeup brand to produce information related to weather and makeup, like indicating what kinds of makeup to use depending on the daily or weekly forecast. Since moms are mobile and checking the weather, such information can be integrated into a mobile app and/or Facebook page.
Millennials are the age group born somewhere between 1981 thru the mid nineties. More than moms, 85% are mobile users with 47 million residing in the US. While a considerable number use mobile devices, a significant portion use smartphones rather than tablets. Also, Facebook and YouTube are extremely popular with this crowd. Researching products/services on their devices while in stores is a unique behavior of the group.
Therefore, conventional brick-and-mortar stores may do well by introducing a multifaceted approach regarding in-store products, combining salesperson dialogue with online videos/demonstrations that millennials can leverage when making a purchase. More accustomed with the digital era than in-store contact, personnel may do better in directing the group toward online videos versus attempting to make the sale in person. Products fixed with QR codes, which can be scanned by smartphones and elicit subsequent product information can lead to more sales and build better relationships with millennials who prefer to travel through the sales funnel alone or via friend referrals.
Single and Sports-Minded Men
90 million men use smartphones in America, and a significant percentage use both smartphones and tablets. Recently, younger men (below the age of 50) have been reading more literature online (downloading apps and subscribing to blogs, etc). Traditionally, televised sports news, like Sports Center, presented information to fanatics, yet today, with each professional team hosting its own website, app, and video media, fans are segmented, following teams individually rather than relying on major channels to provide a catchall informational experience.
Therefore, brands offering gear, literature, tickets, and associated sports services and products would do well to segregate offerings, adopting a local rather than national approach. This means forming affiliate relationships with in-town sports teams, radio shows, and popular local bloggers. Nielson’s PRIZM tool helps segment data sets according to zipcodes.
Developing Your Mobile Personas
Of course, a mobile persona helps your marketing campaign understand patterns and particular buyers, yet a persona is not a hard and fast rule since there are always exceptions. To start, answer the who, what, when, and which related to your market.
The who addresses a niche, segment, or entirety of your targeted market. For example, a sports memorabilia site may target a St. Louis fan or all fans of major league baseball.
The what addresses a product or service you are trying to market. It’s important to think about the what because personas may react differently depending on what is offered. Again, a sports fan may react differently to a ticket package versus buying tickets for a playoff game.
When is the targeted market most active on their mobile device? Is it before, during, or after work? Do they spend the most time on devices during the weekend hours? Do they spend much less time online during the summer when there is more opportunity for outdoor activities? Answering such questions creates leaner marketing efforts and conserves resources.
Lastly, find out which devices are leveraged and ensure your marketing message is geared toward that device. As with the insight at the beginning of the article, more mobile users are likely to respond to an SMS message than an email. So a quick alerts regarding an upcoming sale may do better than inundating a consumer’s electronic mail with offers.
Have your marketing team write miniature biographies for each persona. For example: “Dan is a single, middle-aged sports fan who researches sought products and services on his Android device before shopping online and in stores. He is an avid app user and prefers to stick with one brand rather than leverage several to satiate his needs. He spends most of his time on his smartphone during the week yet makes a majority of purchases via his laptop on the weekends.”
Smartphones aren’t going away soon, and it’s time to stop thinking about them like they’re a secondary platform. The rise of mobile use gives you more ways to reach potential customers. It allows you to get creative. You can completely personalize the experience and treat people like real humans. As a marketer, you should take advantage of this mobile revolution because there’s still a huge opportunity here.
Note: The opinions expressed in this article are the views of the author, and not necessarily the views of Caphyon, its staff, or its partners.