Finding Moments to Engage Mobile Consumers
Mobile technologies, when paired with wireless Internet connections—have forever changed the game for many businesses and in some cases, entire industries. Mobile devices, mainly smartphones and tablets—allow people to be constantly connected to the Internet. Wherever they travel, are whatever time of day. Thus empowering people easily access websites, social networking platforms, and various sources of information 24/7. It is easy to see why plenty of companies and brands are migrating their marketing and advertising efforts to the mobile scene—mobile is where consumers can be reached, instead of the usual trimedia (TV, print, and radio). In 2013, mobile surpassed 20% of global internet traffic. Mobile moments, simply defined, are interactions when mobile apps produce a three-fold effect: 1) the app provides value to the user, 2) they provide value to the population of users, and 3) they provide value for the company. An example of a mobile moment would be when a consumer uses the app to access relevant information immediately when he or she needs it, regardless of location; then the population of users can benefit from the individual’s discovery from the app; and finally, the company can gather information that will help them improve not only the user-facing app, but also their roster of products and services.
However, finding these moments is a bit tricky. Even though they are “plugged in” 24/7, brands and companies want to reach them at a receptive moment. During a receptive moment, the mobile consumer is more amenable to your message and might even respond positively, engage in consumer-brand interaction, provide you with good insight on his or her behaviour, and take positive action (such as purchasing your product or sharing your message in his or her social network). But the question remains—how do you find these moments to engage your mobile consumers?
There is no fixed answer, as consumer profiles and mobile behaviours vary greatly, as well as the features of your app. Instead of waiting for the mobile moment or sifting through tons of information to find the perfect and opportune moment, you can invent mobile moments.
You can take advantage of the existing mobile technologies to make mobile moments. To engage the mobile consumers, you will need to develop an app that will fully encapsulate the various medium-exclusive features of the mobile experience. You can enable the mobile consumer to interact and transact with your brand, as well as access relevant information, regardless of the location. You have to anticipate the needs of your consumer, in order to provide a potent combination of information, timing, and collaboration to deliver what your consumer needs in a certain moment.
You can also design an app that will take advantage of the different methods of input in the device, including the cameras (most smartphones and computer tablets these days have two cameras; one at the front and another at the back), the global positioning system and location services, the accelerometer, the microphone, and more. The app should also be intuitive and can be easily controlled by gestures typical to the touch-screen (swiping, pinching, etc.), in addition to the relevant interaction and information presented to them via the different input methods.