How many times a day do you check your phone? The answer is probably a lot. Actually, now I’ve mentioned it you probably will want to check it now! Off you go, I’ll wait….
For most people their smartphone has almost evolved into another limb and has such importance that being without it can cause serious freak-outs. The little mini computer that is situated in most people’s pockets or bags, stores incredible amounts of personal data such as photos, credit cards, banking information and calendars. As mentioned by Kaplan, 90% of American’s own a smartphone.
Now almost everyone has one of these personal devices so naturally it can be a really useful tool for marketers to tap into. BUT WAIT, before you get too excited about how much more accessible people through their smart devices, remember to proceed with caution. In mobile marketing you need to strike a balance between being non-invasive and relevant. Especially considering how personal our smartphones are. Customers don’t want to feel like their experience on their phone is being interrupted or that they are being tracked and watched.
Snapchat has successfully used mobile marketing through their lenses to allow users to create their own content. The lens acts by detecting the user’s face and overlaying interactive effects and images. This form of marketing is non-invasive and fun for consumers to use. For example, Snapchat introduced a terminator lens that detected the user’s face and overlaid graphics similar to those in the film. Not only does this promote consumer-generated media (CGM), but it also is not directly identified as advertising. This is a really positive aspect because if there is one way to make a consumer not be receptive to marketing, it is to make your campaign a straight up, boring ad!
Mobile marketing occurs through a personal device and as such, should be much more personal. Sending advertising to huge amounts of users, whether this is mass marketing or geo-location based IS NOT effective. Marketers need to hone in on potential customers based on likes, frequent places they visit and what their friends are doing. All this makes consumers happy because they are getting useful marketing and not feeling intruded and makes marketers happy because it is more effective.