It seems that every ten or twenty years a game changer emerges in the market. At first it may seem innocuous, even trendy or “geeky.” For Generation Y and above, the Internet went from novelty to mainstream in a matter of a few years. Within the Internet, Facebook and social media went from coffee shop talks to corporate boardrooms in half that time. So what’s the next game changer?
In a word… mobile.
By mobile, I don’t mean mobile phones. By mobile, I mean a change in the way your goods and services are viewed and purchased.
• It means shopping on a park bench, not from a desktop computer.
• Means shopping in real time from a smartphone or tablet, not at the register
• It means seeing a video of the inside of a house from a mobile device vs. waiting for a real estate agent to show the house
• It means collecting additional product information now, instead of earlier. waiting for a seller
What is driving this change? First, the adoption of web-enabled smartphones and tablets. According to Nielsen, the tipping point from basic phones to smartphones is this year. Also, networks are being stepped up with 3G and 4G networks to better serve mobile shoppers.
Just as the advent of superhighways shifted the epicenter of consumption from city centers to mega-malls, the emerging mobile age will shift us from desktop shoppers to real-time shoppers.
What does this mean to you, the business owner, the marketer, the brand manager? Two very important things come to the forefront…
1. Change your location
Just as downtown stores had to move to malls and then to the web, you need to be ready to bring your products and services and meet your customer at your new location…for example, walk to work, sit in a airport, standing outside your door after hours, etc. Having a large, bulky website that doesn’t fit on your mobile screen and is difficult to navigate is like leaving your store downtown. It puts the burden on the consumer to reach you. And sooner or later, someone will facilitate that process. Is that someone you?
2. Tailor your message.
Mike McKearin, a web strategist, likes to say that “if content is king on the internet, then context is king on mobile.” Think about the environment your customer will be in when making this purchase. This is not the time for an “About Us” or company history. You meet with your client when they need immediate, relevant and actionable information. He allows them to communicate with you, to follow you, to connect with you. Make the process easy by creating mobile-friendly experiences. Use a QR code, label or 2D code to instantly link your print media and signage to your online mobile marketing.
Now is the time to surround your team and anticipate the next shift in consumer behavior. Creating unique, compelling and intuitive mobile experiences will keep your business and brand relevant and your customers engaged.