A common theme stemming from the fourth iO Mobile Experience Leadership Roundtable held at CTIA in Orlando was that insufficient investment is being made within the mobile ecosystem to understand the consumer and what they really want to do. While this is tyupical of early stage markets, we should not forget that this same lack of customer understanding contributed not insignificantly to the dampening of the first generation e-businesses.
Adding to our concern is the observation from the myriad of articles, quotes and "best practices" that mobile marketing seems to be primarily focused on "mobilizing" traditional marketing tools, techniques and programs, with the only twist being the addition of a mobile "channel". However, as mobile devices become increasingly more capable and more indispensable to an individual's on-the-run life, the mobile marketing focus must shift from a channel view to a holistic view of the individual.
As the mobile device increasingly is used as the "remote control" to enjoy or accomplish things while moving about, the need to deliver special offers must morph into the need to better and more valuably serve.
Instead of solely and primarily targeting share of spend, mobile marketers should aim their campaigns, and ultimately their services, towards building and potentially expanding their share of the individual's on-the-run experience. This is actually a much simpler approach than a singular focus on share of spend. Why? Individuals will first provide clues, then direct feedback, and ultimately continuous dialog with those companies that evidence an empathy to what they are trying to do... not just what they are trying to buy. If this happens over a sustainable period of time, the trust in the brand will strengthen.
If brands would proactively facilitate and ease what individuals are trying to do, individuals will need to focus less on what they are trying to buy.
Elizabeth Chaney
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