By Neelam Biirthare
[dropcap]A[/dropcap]s soon as I was born; my parents posted my pictures on social media. All of a sudden I was a star on Orkut, Twitter, Facebook, Instagram, Telegram. The name of their family groups and friend groups changed to “New-Baby Born”, “Congratulations Eric”, on Hike, WhatsApp and WeChat.
Inside my cradle, I was under a holy shock; What the heck does this thumbs-up sign mean? Now when I am used to this dynamic, digitally-sound human society, I have realised that I was a child born to the thumb generation parents!
Probably this could be the way, how our children will introduce their novels. Welcome to the world of mobile-first generation. In 2017, it is merely impossible to imagine life without smart phones, gadgets and a virtual identity.
On an average people have 20 mobile apps installed on their phones. 96% of smartphone owners use their devices to get things done. 70% of these populations (those) who bought something from a store, first turned to their smart devices for information related to their purchase. As a marketer, if I am still not on mobile then I am missing out on a market having huge purchasing potential.
On an average people have 20 mobile apps installed on their phones. 96% of smartphone owners use their devices to get things done. 70% of these populations (those) who bought something from a store, first turned to their smart devices for information related to their purchase. As a marketer, if I am still not on mobile then I am missing out on a market having huge purchasing potential.
Using mobile advertising, it is easy to access customers anytime and anywhere. Here lies a massive opportunity to impress them and make money or create a poor image by poor advertising. The question is what attracts this thumb generation audience? How to grab their attention? What drives sales on mobile?
To answer all such questions, here are some key points to be kept in mind before advertising to this “like-follow-chat” generation of the mobile-savvy world.
Innovation Begets Money:
Innovation is not only driving money, it steers brand image, fame, and loyalty. People are attracted to new ideas, new products, new methods of advertising. Native ads, Video ads ruled the market for long and are still having a huge market, but advertising is totally redefined by vlogging: a blog with a video, influence marketing and other new concepts such as virtual reality and near-field communication. Innovation attracts the audience and hence money.
Your Focus: Not Technology but Customer:
Mobile advertising is less about information but more about the way information is communicated. Almost all the smart marketers of the millennium are aware of the holistic view of a customer journey. They put their customer first. Understanding the intent and immediate need of your audience and catering it in the right context results in better ROI from the digital marketing efforts. The thumb generation is curious and smart enough to do a lot of research before making purchase decisions. Thus, focusing on their needs is still a key to good advertising.
Data collected by a screen lock app suggest that an average person unlocks his or her phone to check it 110 times a day. Some check it up to 900 times.
Feed the Digital Hunger:
According to psychology today, 56% of Americans who own a smartphone are having some form of mobile addiction. Data collected by a screen lock app suggest that an average person unlocks his or her phone to check it 110 times a day. Some check it up to 900 times.
It sounds strange but it is even stranger if one fails to use this moment of opportunity to make an impact on the audience’s mind as a very powerful medium having great potential to drive sales is being left underutilized.
Key Takeaway:
It’s the age of “Intellectual Advertising.” One needs to understand that at the end, effective marketing communication is all about connecting with people and influencing their behaviour.
With technical advancements and new features such as offered by MobiVisits, Google analytics, Smaato; not only brands but even small businesses can benefit and make the best use of mobile advertising. Technology is an aid that will help to accomplish this goal of making an impact on the human mind at the perfect moment of time.
- Neelam Biirthare is PR Manager at MobiVisits
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