Mobile is one of the most important developments in the world of marketing since the evolution of the ‘buy-one-get-one-free’ deal. It has changed how brands interact with their customers, how customers think and behave, and how consumer decisions are made. But just how important is mobile as far as marketing is concerned?
Mobile for Differential Advantage
Mobile accessibility can actually be used as a point of differential advantage. Brands can stand out by showcasing their mobile benefits and accessibility. For example, Uber gained its market position because, at the time of its breakout success, it was the primary taxi company that offered mobile accessibility. Most competitors relied on phone calls.
Furthermore, as CasinoWings shows, being optimized for mobile is a point of differential advantage in the industry. A mobile version of an online casino helps attract a different audience and also informs customers that the site is up to date with tech, which could suggest that their casino games are also contemporary.
Moreover, some car parks have mobile access and allow payments through online means. This could result in customers opting for them, rather than old-fashioned ones that require a specific amount of loose change.
Mobile for Advertising
Some brands have been able to use mobile advertising to speak to their customers better. Fashion retailers – especially those who exist solely online such as ASOS and boohoo – use a combination of email marketing and social media marketing to attract sales through mobile devices. As they know their client base will spend time on their smartphones, they know that targeting them on a smartphone-centric channel, like social media, could result in an immediate sale.
Furthermore, many companies choose to host ads on a variety of apps and mobile sites. Sometimes these ads are related, other times they are attempting to take advantage of customers. For instance, food delivery companies often advertise on mobile as they know customers may be a few clicks away from becoming a customer with them.
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Mobile for Price Comparison
One of the key elements of the marketing mix is the price of a product. In the days before mobile was so widely used, customers had to trail from store to store to compare prices. Mobile means it can be done instantly.
There are also many apps that exist to help find customers a better deal. Add-on and app Honey, for example, scours the web for coupons and voucher codes which can automatically be added to make a purchase cheaper. Apps such as Shopmium suggest unique offers at certain locations. This means that customers could be incentivized to shop somewhere – and spend money – simply because their smartphone suggested it.
Mobile is one of the most important developments for marketing for many reasons. It can be used as a signifier of being an advanced brand, one that is committed to modern technology, or simply as a way to stand out from the competition. The fact most customers have their smartphones permanently attached to them means it is a perfect tool for communicating and persuading customers to make positive buying decisions.