- Posted by Mihir
- On July 27, 2015
- 0 Comments
- case study, digital, mobile moment, social media, social media marketing, strategy, trends
This Episode focuses on Mobile and the Mobile Movement.
- This episode was aired live on Twitter using Periscope.
- Mobile has become very critical for anyone in their day to day activities.
- 72% of website views are happening from mobile, a statistic which helps to put up the case of the extent of mobile access to the internet and social platforms.
- E-Commerce sites are known to be data-driven. Any decision they make are based on solid data-feedback. Thus when some of these e-Commerce sites announce that they’re going to be Mobile-only, especially big names like Myntra, a popular apparel marketplace, it becomes visible that the mobile movement has begun.
- Flipkart, one of the biggest e-Commerce players in the Indian market too shut down their mobile site to become accessible via mobile only through their app.
- Mobile has currently become a consumption medium for news, books, audio, music, videos, movies, real–time content sharing, instant messaging, fitness measurement, location tracking, gaming, shopping and selling, a visible shift seen in a span of few years while still having the capabilities for a lot more.
- An impactful book from Forrester called ‘The Mobile Mindshift’. It dwells on the current mindset of a mobile user who feels that, anything he wants to know or find, he’ll get his answer on a mobile.
- The User has reached to that point where he feels that as long as he has a mobile with a working internet connection, he’s equipped to handle anything.
- The mobile moment is that point in time and space where one intuitively reaches out for their mobile to find an answer, whether it’s finding places around for a specific delicacy, then searching a route via maps, hailing a taxi via a mobile app, sharing real-time photos of the food you eat and more such stuff.
- So, here, brands need to think how they can help the user achieve what they’re looking for, when they reach out for their mobile to look for it. If they succeed here then the brand is through.
- Looking at the online ticket purchase space, it could be owned by a PVR or Big Cinema but BookMyShow already owns this space now. Entering this space is thus too late as the mobile movement for online ticketing space is filled by BookMyShow.
- The purpose of the mobile, now, is to connect the supply and demand of products and users in the most efficient way it has ever been connected.
- This whole concept for a brand boils down to a ‘Land Grab’. i.e. if BookMyShow has already grabbed the ticketing space successfully hence it’s going to be very hard to dislodge them. Thus finding these spaces relevant to the brand and filling them successfully before anyone else is what needs to be done.
- In a consumer Journey for purchasing a product or service, there’re multiple mobile moments that can be involved. Brands need to take control and fill in these spaces of mobile moments that will happen before the user eventually communicates with them. If done successfully, they’ll own the mobile moment in their space.
- New mobile moments are continuously being created by improving technologies, for eg, NFC payments play a major part in touchless payment these days. Existing mobile banking apps can easily harvest this idea and occupy that space. Currently, social payments is increasingly becoming a factor and banks like Axis & HDFC have jumped on this bandwagon in India.
- Consumers have some minimum expectations from brands like a mobile responsive website, geo-located services like a store locator or location based offers.
- A brands mobile strategy has to start from the consumers mobile journey, find out what the consumers are doing, script out the various mobile moments relevant to your business.
- If an app is being built, it’s not supposed to be in the thought mentality of “this is my service and thus I will make an app which provides/showcases it”, it has to be made considering the consumers mobile moments.
- The justification of why would a consumer choose to have your app and not your competitors will be highly based on how many relevant mobile moments do you manage to fill up.
- Tip – Map your consumers journey, identify where all can you be relevant, advertise on mobile to reach that relevant crowd, i.e. location based ads will help you reach your T.G exactly when they need you.
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