By B.L. Ochman
Now is the perfect time for businesses to jump into mobile communications, says “The State of Mobile Communications,” a newly issued report by Burson-Marsteller and Proof Integrated Communications (where I am Managing Director of Emerging Media.)
The report provides recommendations based on the implications of a range of key mobile research reports, including:
- Companies who are not already engaging with stakeholders via mobile are missing infinite business and revenue-generating opportunities created by exponential mobile growth. And, once mobile is even more pervasive in a few years, businesses who are not in the mobile space risk being squeezed out by competitors.
- “Mobile” includes voice, data, and video – basically any type of consumer or business content that can now be communicated via the Internet. Businesses must think about how to channel all types of content through mobile , not just one. Developing a website optimized for mobile browsing on a variety of devices is the first step.
- Mobile users are not passive. They seek information, manage personal finances, interact with others and shop.
- Mobile is not just a channel for businesses to push out information. As “search” is the top mobile activity, consumers are seeking content and tools relevant to their needs. Companies must position their brands and mobile offerings so they can easily be found via search and are aligned with consumer expectations.
- Mobile is not just for young people. Eighty-two percent of seniors use their mobile phones for information and learning.
- Location-based targeting is the a critical distinction that makes mobile communications more powerful than other channels. Knowing where a mobile user is – whether if be in a store, with friends, at a restaurant or at the office – can help businesses know which content is most relevant to deliver to the consumer at that moment.
- Optimize your content for multiple devices. Ensure that location-based mobile tools have high utility and privacy. Consumers are more comfortable sharing their location when they see a tangible benefit to providing their location information – so give them a reason to do so.
- Offering applications or mobile media in several languages or with local nuances may be worthwhile.
- QR Codes, long pervasive in Asia and Europe, are moving to the West. They provide enormous opportunity to engage with consumers and to deliver content previously limited by constraints of channels and space.
The complete report can be viewed at SlideShare