“Computers in the future may weigh no more than 1.5 tons.” – Popular Mechanics
In the mid-1950s, this assertion by one of the leading technology magazines of the era represented what America forecasted for its technological future. The prediction, however, proved to be quite off target, and the fact that many of you might very well be reading this article on a smart phone that weighs less than 1.5 KG proves how far off it was! If we only knew then what we know now!
Dependence on Mobiles
When computer technology made the transition to the private sector, the average American family counted itself lucky to own a personal computer. It was not common to have such a piece of equipment – as limited in functionality as they were – for private, personal use. Now, a sweeping majority of American adults not only own a personal computer but also a cell phone and perhaps a tablet computer as well.
With the ease and convenience these devices bring to our daily lives, it is no wonder that many of us have become completely mesmerized by them. It nearly takes a crisis to divert our attention away from these hand-held screens!
Social scientists have now begun to study how mobile devices impact a person socially, professionally, and academically. We have become utterly dependent on these devices in our everyday functioning. They provide a platform for connecting with others relationally, for bingeing on missed television programs, and provide functional assistance in scheduling, sending reminders, and setting alarms.
Because of the captivating nature of our mobile devices, advertising firms have to assess how best to capitalize on the viewing platform this trend provides. In this era of digitization, we must understand the situational analysis of our constituents. To market effectively, we must ask:
- How are devices used by our consumers?
- In what activities do our consumers engage on those devices?
- What are the functional contexts of our consumers? Are they primarily at home, traveling, or in a professional environment when they use their mobiles?
- During what times are our consumers engaging in digital activities?
With a clear understanding of the context in which our target audience utilizes mobile devices, we are able to present our brands and services in ways and at times that are most likely to reach our consumers.
Need To Be Online 24/7
Smart phones enable us to be online at any time, in any place. Our touch-of-a-button access to global information via hand-held devices trumps even our more traditional means of access such as televisions, newspapers and personal computers.
This preference for smart phones is not restricted to younger users either. Older individuals are gradually accepting these mobile experiences as well. Today’s perpetually connected digital consumers are continuously considering what actions they might perform from their phones, whether for productivity, entertainment or making purchases, and marketers would do well to pay attention to those trends!
How have mobile phones changed your marketing?