The pivot from smartphones to connected devices requires greater human-centricity
It’s time to shatter the old view of mobile.
Marketers need to be looking at mobile as a way of life, not an alternative to landlines and a place to play Angry Birds. Consider this: in the coming year, as more technology converges with mobile, consumers will own between 40 and 100 connected devices, according to Deloitte’s recent Global Mobile Consumer Study. In other words, with IoT, augmented and virtual reality, AI, telemetry and more, the market has gone far beyond smartphones and tablets.
So how can marketers help their brands thrive in the new reality of mobile?
Yes, reach matters: Consumers glance at their smartphones nearly 12 billion times each day. But what’s more interesting are the cognitive and behavioral shifts of consumers. For example, older generations are starting to mimic the mobile behaviors of millennials. On the flip side, even though device ownership is increasing, awareness of device addiction and consciousness about etiquette are driving more users to thoughtfully unplug and reduce ad noise. Marketing strategies must also shift to maintain brand engagement, moving from providing touch-point experiences to driving experience ecosystems.
This approach will require marketers to combine new ways of thinking with a few foundational principles. Think of it as the new ABCs of marketing, reflecting the pivot from a technology-view to a human-view of mobile.
Instead of treating mobile as an add-on to a multichannel campaign, take the time to understand your audience’s mobile needs and experience preferences. And instead of treating various mobile platforms as separate experimentations, take the time to knit multiplatform campaigns from an audience lens.
Consider Acura’s “What a Ride” campaign for the 2018 TLX. Understanding how people watch on mobile, the ads are shot vertically, then repurposed for the horizontal TV experience. The mobile-first campaign amplifies the car’s suite of mobile technologies, including Apple Car Play, Android Auto integration and AcuraWatch.
Location-specific data can support engagement through hyper-local ads. As people block cookies, unique device ID targeting will complement environment targeting and focal clustering that illuminates exactly where a consumer is looking. Marketers will be able to truly see through consumers’ eyes.