The Most Common Ways SMS Broadcaster Devices are Used. The research asked one thousand smartphone users to record three touch points – or mobile moments – that formed the bulk of their usage. The team studied how users engaged with content; what they were trying to accomplish; their location – and a number of other metrics that helped them better understand mobile habits. The results offer some interesting insights that may prove invaluable to businesses running mobile marketing campaigns. Let is take a look at The 7 Shades of Mobile and how these elements can feed into your mobile marketing strategies.
AOL Consumer Research Studies recently published a paper titled “The 7 Shades of Mobile”. In it, they attempt to understand the most common ways mobile devices are used, and what the main drivers behind consumer motivations concerning apps and websites really are.
Accomplish. This refers to activities that give users a feeling of accomplishment. In most industries, the aim of the game is to provide a service that the customer is unable to provide themselves. If you can do this in such a way that gives your customers a sense of accomplishment, you’ll have touched on the first ‘mobile moment’. It might be allowing users to build their own meal using a neat interactive graphic. It might be giving them a quiz or game that could lead to a prize. Find your own way to provide that wonderful sense of accomplishment that’s appropriate to your industry.
Socialize. People love to express themselves, and smartphones are the conduit for self-expression. Encourage users to share content, comment on your latest product or take part in a contest. Become part of their circle of friends – that way lies true brand loyalty.
Prepare. Mobile users say they use their phones to prepare for upcoming events or situations. Give them what they need by sharing statistics, studies, information, news – anything that can help them prepare for future scenarios.
Me Time. This refers to time spent entertaining oneself online. Games, photos, articles – anything that’s all about the user rather than your business. Free content is one of the most compelling mobile marketing trends in recent years. Ignore it at your peril.
Discover. Smartphones are perfect for learning something new during downtime. Whether you’re on a bus or waiting at a bar for a friend, it’s very tempting to educate yourself on the latest scientific discovery so you can wow your tardy buddy with your knowledge. Businesses can prise their way into this downtime and educate consumers, even on something only tangentially related to their product.
Shop. Unsurprisingly, shopping is one of the biggest uses of mobile devices. If possible, make sure your service or product is available to order online, and push it with a series of cunning mobile marketing campaigns such as coupons and discounts.
Express Myself. Smartphone users frequently use their device to do nothing more than share their ire about the latest political event, or their enthusiasm about a sporting victory. You can turn this compulsion into a list of potential customers by offering users a voting form so they can participate in product development. They are more likely to buy your brand if they feel they were involved in the process.
