We keep on hearing about mobile marketing and now there’s another term we can put into the mix – multi-platform living! Below is an excerpt from Forbes, written by Noah Elkin, Principal Analyst, eMarketer.
“Smartphones and tablets have effectively become the center—and integrating components—of consumers’ multiplatform lives. In that sense, though, mobile is more than “the new desktop.” It has a role with far greater significance than simply serving as a substitute computing device. This shift is reflected in quantitative terms—in the amount of time consumers spend on their mobile devices on a daily basis—and qualitatively in the way these devices have effectively become the remote control for consumers’ lives and work.
This shift has also affected the path to purchase in dramatic ways. And that is, and will continue to be, hugely disrupting for marketing. Consumers’ ubiquitous connectivity now means they are, in effect, always in the consideration phase for purchasing something and rarely more than a tap away from jumping from a physical store to a virtual store, or from one online merchant to another. Consciously or not, consumers today are always in the market for something. As a result, marketers need to try and continually engage prospective buyers to consider their brand, product or store, whether the purchase ultimately takes place in a digital or physical venue”.
Let me put our take on what he’s saying and how it interprets into your everyday marketing decisions. Like it or not, consumers integrate a number of platforms into their everyday lives. Even if that is in the course of running their business or doing a job, it’s still about people, and people buy things. It’s no longer enough to have a website or a Facebook page and to operate in only one media.
Today’s consumer expects to be able to find information wherever they are and whichever device they happen to be on, which often depends on the location we’re at. If I think about my typical habits they vary based on where I am and what I’ve got with me to use. If I’m in my home or business office, then I tend to use my computer. There are also certain cafe’s and hotels where I know I can get online easily and if I have my kit with me then I’ll gravitate towards using the laptop again. Wherever I am, I’ve usually got my Ipad and my Ipad mini. If I’m settled for a bit, say in a Cafe with a few minutes to spare then out come the Ipad’s. If I’m in the car, on a train or only have a very short time to find something then I’m on the phone. If I want to find a local restaurant or cafe – I’m on the phone. If I get lost or want to find a product or service to show to a friend or colleague, then I’ll use whatever comes to hand first. Regardless of how I’m getting online, I still expect to find the information I need and If I can’t find the information for one product then I’m going to go with what turns up.
So what we’re using to find the information we want tends to be situational, locally based and can be as fickle as what comes out of the handbag first. As businesses, if we want to be there when our customer is searching and buying, then it’s about understanding their habits and setting up the stall accordingly.