We often think about mobile as the latest shifts in technology, not the underlying changes in consumer behavior. In his latest book, Mobile Ready: Connecting With The Untethered Consumer, Scott Bales outlines practical strategies for contextualizing mobile behaviors and how to apply them to your business. I asked Scott to share some of his top insights he’s learned from helping traditional businesses and advising mobile startups, and the key takeaways behind Mobile Ready.
Marketing CMOs and business executives are not asking if this is finally the year of mobile; they know that mobile has already arrived. So how do they begin to represent their brand and organization to engage consumers on this new frontier? Scott Bales makes understanding the critical industry changes an educational journey with a 12 step framework for learning to empathize with your mobile customer. Step 1: Get out the office! That way you have first hand experience to make more strategic decisions all around.
Mobile advertising today is still largely based on targeted inventory, whereas today’s mobile consumer is expecting a two-way dialog. Before you broadcast your message utilizing the latest trends in mobile, you need to first ask your consumer what they are looking to achieve. By understanding their objectives you can create a more natural dialog; presenting your offer in a way that helps them to achieve it. Native advertising – such as Facebook’s move to place ads directly in your timeline – is a more natural and engaging way to present advertiser value to consumers. Brands that create new experiences in mobile will have the deepest connection. For example, Meat Pack shoes created a loyalty app called ‘Hijack’ which starts by rewarding Meat Pack shoe customers, or ‘Sneakerheads,’ with a 99% discount every time they entered a competitor store based on the GPS location. It then proceeds to show a countdown timer until the customer returns to a Meat Pack location.
Lastly, smartphones give consumers the opportunity to make more informed choices. Everywhere they go they have the power to learn, ask what’s nearby, how good is it, how much does it cost, have any of their friends been here; the information is right there at their fingertips. Brick and mortar retailers initially worried about showrooming versus Amazon prices, but now they have begun to offer more consumer friendly choices and services such as reserve online and pickup in-store. When having a global mobile perspective, it’s important to spend time understanding the cultural and behavioral norms.
Mobile Ready: Connecting With The Untethered Consumer is out now on Kindle books and in hardback.