Often customers’ first touchpoint with brands is Mobile.
According to eMarketer, we know that Mobile is consumers’ preferred engagement screen and the platform through which customers first engage with brands. In fact, over 60% of all U.S. adults use their smartphone as part of their buying experience. For years, we’ve lived in a digital era where our Smartphones are the keepers of our most valuable information and the recipients of much of our attention. Yet marketers continue to spend a disproportionate amount on TV ad placement rather than curating a mobile-first touch, in spite of what the data is telling us.
The top three ways customers are introduced to new information are overwhelmingly mobile use-cases. Of the 77% of U.S. adults who use a smartphone, they will:
- Hear about companies through word-of-mouth and turn to the closest device to learn more – 89% use mobile search
- Discover happenings through social news feeds – 76.7% use social networks on-the-go
- Text, email or direct social message to notify a friend – 63.9% use messaging apps
Knowing that brands may only get one chance to make an impact on customers, it’s critical to design with the first touchpoints in mind. This is our recommended approach:
1. Understand where you are in your Mobile maturity:
- Initiate a mobile-first roadmap by leveraging various content platforms based on your consumer, their context of use and the inherent constraints of device technology
- Accelerate by evolving strategies based on consumer need and integrating them across the customer lifecycle
- Innovate to keep up with the pace of change and maintain market leadership.
2. Determine and design for the key dimensions of a Mobile-first (and connected devices) strategy:
- Consumer / B2B client
- Context (use-case)
- Constraints & Capabilities of device technology
3. Ensure that any idea or experience is thoughtfully delivered across device screens according to their relative strengths, including (but not limited to):
- Phones – accessible anytime but limited to messaging
- Smartphones – personal, utilitarian, social and reward contextual, and ideal for presenting snackable content
- Tablets – immersive and enable a lean-back, entertaining experience
- Desktops and laptops – fully functional and allow for engagement with long-form content
Lastly, when it comes to better understanding the Mobile opportunity, we know that:
- The Mobile use-case has been evolving at the pace of increasing device penetration, and technological innovation in connected device capabilities and form factors
- There is an emerging shift in addressable audience by media platform with more potential reach on interactive mobile screens than one-way TV screens – according to GfK MRI data, among those 18 and older, 95.1% have mobile phones, compared to 89.1% who had watched TV at least once in the past week
- Those brands executing content development strategies for social media channels are implicitly investing in optimizing for Mobile use-cases – 82% of social network users use a smartphone to access social networks in 2017, and, by 2020, 55% of the U.S. population will regularly access social networks on a smartphone, according to eMarketer
As we approach 2018, it is no secret that companies need to be thinking mobile-first and ensure that the audiences’ experiences are thoughtfully delivered across device screens. However, it is the approach that sets a company apart from the rest; because mobile is increasingly social and the customer is a key dimension in any business decision, social market research is critical to understanding the needs, attitudes and behaviors of the target audience.