The Social Media, Mobile Marketing Link
Today, nearly two-thirds of Americans own a smartphone. That’s over 3 billion mobile users with access to the Internet. What are we doing on our phones? Well, according to Pew Research, we’re using them much like we use our desktop or laptop computers. We’re banking, looking for jobs, and researching real estate. And perhaps no surprise, we’re also actively engaging on social media. Increasingly we’re becoming a smartphone dependent society.
Pew identifies social networking as the second most frequent smartphone behavior next to surfing the web. With 2.1 billion of us with social media accounts, it’s no longer possible for marketers to ignore the link between social and mobile strategies. What are the future opportunities for social media in a mobile-first world? Here are some interesting thoughts.
Social and Mobile Strategy Need to be Aligned Now More Than Ever
Consumers spend a lot of time viewing social networks, and they do it more on the phone than any other medium. For brands, this is an important realization, because social media is no longer a desktop marketing channel, but a full-fledged mobile marketing channel. Savvy marketers are targeting social network users and strategies need to be aligned to be effective.
Consumers use smartphones to access social networks for quick information that guides purchasing decisions, and they’re relying on real-time advice from their network of peers. What’s more, mobile users are twice as likely to share social media content as those using a desktop, creating unique opportunities for brands to reach significantly more customers and prospects with the right cooperative social and mobile marketing strategy.
Mobile and Social Media Marketing Done Well Involves Understanding Human Behavior
In many ways, consumer behavior is shaped by mobile – if you can buy a cup of coffee with your phone, why shouldn’t you? Starbuck’s Card Mobile App is a perfect example. This well-crafted strategy responded to a customer need and was promoted where they were most likely to see it – on the phone. The one-on-one relationships that you build with customers through social media can only enhance the user experience. People enjoy having access to information on the go and mobile makes it easier to get the marketing message across. Successful social-mobile marketing understands which messaging resonates best and then reaches consumers when they’re most receptive, whether it’s at home, the grocery store, the mall or standing in line waiting for a cup of coffee.
Creating a Value Exchange Between Brands and Consumers
Mobile creates opportunities for brands to enhance user experience in ways that build loyalty, foster trust, and elevate traditional rewards-based marketing on important social channels. Consumers today expect more from the brands they’re considering. They want answers to customer service inquiries in real time, comprehensive access to product information, and engagement on their time, not yours. Corporate social channels can fulfill many of these needs, creating an important value exchange between brands and the consumers they’re targeting.
Mobile access to the Internet has quadrupled over the past few years and social networking on the go is a popular reality. As the social advertising market grows, a mobile-optimized social media marketing plan that understands how users consume and interact with social networks isn’t just a good idea — it’s a necessity.