It’s unbelievable that smartphone has developed and penetrated into people’s life so quickly and vastly over the past 10 years. On average more than 80% people are using smartphone all over the world. Thanks to the technology, the smartphone is not just a phone anymore. People use smartphone to play games, watch and make videos, navigate road, and settle payment. Comparing to TV and PC, smartphone is much more portable to take. Therefore, the time spent on smartphone is increasing and surpass the time on TV, radio and PC.
There is a big opportunity for marketers to take attention of mobile market. Unlike in TV and Desktop market, where it’s been saturated for ad spending, mobile market still has a gap to explore.
Mobil marketing allows marketers to collect the users’ data and analyze users’ interests and preference, thus personalizing the customers service, so that they can get more detailed marketing segments.
Spotify will recommend users preferred music base on the listening history. Youtube keep pushing videos which users would like. People using social media platforms feel being concerned, and they don’t need to spend time to search music and videos. consumers enjoy this convenience.
However, are consumers really willing to be analyzed by people? Wechat push up python tutorial recommendations after I talked about python in chatting group. Facebook sent me ad about skincare after I search the key word of skincare. The people on the back of the social media platform can decide which music and videos users will receive. Every click, like, and comment is recorded, maybe being tracked. It’s just like standing in public without wearing clothes. Yes! Consumers are also being aware of this issue. They are more concerned about their privacy.
As a marketer, how to mitigate the negative impact and utilize mobile to communicate with users is a big challenge. People are sick of massive ads on mobile.
Sumsung has launched a smart fridge where you can check food in the fridge and make order directly to super markets. It’s more straightforward to communicate between consumers and products through smart phones. In addition, consumers are also able to voice talk through a mobile app called “family hub” to take action of ordering and check food.
Sumsung fridge might go further. They could collect users information like users activities and users food list to recommend healthier food, well-being activities, and all other possible products. It is more like pull strategy rather than push strategy, which is more accepted by consumers.
In one word, mobile marketing still have long way to go. However, as a consumer, be aware! When you are enjoying the convenience, you might be tracked, even be manipulated.