The Truth About Mobile Marketing

With the rise of mobile devices like the Android and iPad, consumers are quickly abandoning their desks in favor of checking e-mail in bed, online shopping on the go, and socially sharing photos of their meals from the dinner table. In fact, for the first time in history, time spent on mobile devices will surpass time spent on desktop in the United States this year (eMarketer, 2013).

Consumers are now demanding a way to instantly connect with their favorite brands via mobile. They expect the same user experiences and capabilities they are accustomed to receiving on desktop to translate to their mobile devices, and they are now carrying these experiences with them everywhere they go.

The mobile revolution has opened a new world of opportunity for brands and marketers to connect with current and prospective customers, but many businesses are struggling to leverage mobile as an effective sales and marketing channel. In most cases, it goes beyond re-creating a desktop experience for the iPhone or Android device – it’s about extending and amplifying this experience in a way that connects consumers anytime, anywhere, and in the context of their real-time activities.

By neglecting mobile, many brands are leaving a large portion of consumers and a huge chunk of change on the table. Developing a mobile strategy is becoming essential to acquiring customers and consistently engaging them with the right messages at the right times. So how do businesses create a successful mobile experience for consumers?

Social Login as a Solution:

One way to ease consumers into the mobile revolution is social login. Social login allows users to log into and register for websites through existing social accounts like Facebook, Twitter, or Yahoo. Not only is this faster, easier and more convenient for users, but it also gives brands permission-based access to valuable information in these users’ social profiles.

With insights into consumers’ locations, frequent check-ins, favorite movies and more, brands are able to create more personalized mobile experiences, similar if not superior to those on desktop. For example, if a clothing brand knows that a customer is a frequent fitness app user and an avid sports fan, it could give her a coupon for sportswear the next time she checks-in at the store’s physical location. She could then immediately share a comment or rating about her experience across her social networks directly from the store’s website, deepening her level of engagement and relationship with this brand.

Customer Identity as the Key:

iPhone FingerprintThe latest iPhone release is a prime example of the growing importance of user identity access.  iPhone 5S users can now forego passwords in favor of unlocking their phones with their unique fingerprints, and it probably won’t be long until this same feature allows them to log directly into their favorite apps or websites. Whether it’s through social logins, fingerprints, or retinal scans, if Apple’s track record of trail-blazing innovation serves as any indication, you can be sure that easier identity access for mobile devices will quickly become the norm.

The ability to easily establish a unique digital identity via mobile is key for consumers that are growing increasingly impatient in an age of instant gratification, and provides them with the personalized, connected experiences that they crave. Keeping track of users’ identities across marketing channels enables brands to create cohesive experiences for individual users by ensuring they receive the most relevant messages at the most influential times.

Developing an effective mobile strategy and creating a streamlined, engaging mobile experience for consumers is no longer an option. Companies must understand users’ unique identities across marketing channels to effectively establish authentic relationships that lead to engagement, conversion and ROI.

Rachel Serpa, Marketing @gigya

By Rachel Serpa