If you’re not there NOW, you never will be.
With the insurgence of smart phones, and a growing social demand for instant attention, the time between experiencing a marketing message and responding to it has shortened. Enter the mobile age.
Picture this. You’re on a train, you see a poster for a new shampoo, you scan in a QR code and you’re right there. Ready to buy. Ready to engage. Or you may be lying on your couch, relaxing, watching TV. Tempted by a new model car you’ve just seen, you grab your smart phone, search the brand name and you’re directed to a competitor’s site. The former example values the importance of mobile marketing, the latter is an example of mobile underestimation.
The fact of the matter is that as consumers, we are increasingly moving away from our desktop computers and the smart marketers are realizing this. Sure, a mobile customer can browse through your website (with a pinch here and a slide there), but browsing on a mobile device is different to browsing on a desktop or laptop. Screen sizes are smaller. But the environmental context is different. Mobile searches are frequently performed in areas that may be crowded or noisy, or in situations where one just needs to sneak in a quick search.