Mobile: Bigger Shake Up Than The Internet

Smart phone and laptop - business concept
SHARE
THIS



“Mobile will fundamentally change each and every one of your businesses, perhaps even more so than past technology revolutions that we’ve seen. Whether that’s the PC, client server or even the internet.”

Speaking at the Forrester Summit for Marketing and Strategy Professionals, Julie Ask, vice president and principal analyst at Forrester Research, made the point that mobile cannot be ignored.

“Mobile has the opportunity to be even more game-changing,” she said.

Ask introduced the term ‘mobile moments’ referring to the times when customers use their phones and potentially interact with a brand.

“It’s that point in time and space when someone pulls out a mobile device to get what he or she wants, in context,” Ask explained, using an airline app as an example.

Depending on the time, the context changes: you could be two weeks out from the flight and the app gives you the option to change your flight, or maybe two days beforehand it suggests choosing a seat. Or even two hours before a flight it recommends you check in, which you can do so right then and there, or tell you where the lounge is.

The key is delivering the right information at the right time. In other words, anticipating what people’s needs are at that ‘moment in time’ and delivering only that information and nothing more.

There are three main areas Ask sees as really valuable for marketers.

First up are loyalty moments where someone already has a relationship with a brand. Using the Starbucks app as an example, Ask explained how customers can use the app for a whole bunch of things around the coffee chain, whether it’s finding the closest store, checking for reward options or scanning the app at the till to pay.

The second class of mobile moments marketers can take advantage of are manufactured moments. These are when someone encounters a problem and the brand can jump on in and solve it for them. Ask used a personal experience of when she spilt pen ink on herself and she subsequently discovered cleaning brand Clorex’s app was able to tell her how to get the stain out.

Finally, there are borrowed moments, according to Ask. These are moments where your customer may be on another channel but a brand integrates itself onto that network to be seen, such as social media platforms.

In the book she co-authored The Mobile Mind Shift, Ask said borrowed moments are generally easier to pull off than manufactured or loyalty moments, and it’s a lot more in line with the way marketers already think.

She said it was crucial brands knew what their options were for engaging ways with customers throughout the day.

One fundamental difference with mobile is that brands now have to engage with people wherever they are. Ask said you can no longer ask customers to come and play in your playground.

“You have to choose the right moments,” she said. “And you have to be damn good in those moments you choose.”

Latest News

Assembly Label Appoints The Wired Agency
  • Media

Assembly Label Appoints The Wired Agency

One of Australia’s leading fashion brands, Assembly Label has officially appointed The Wired Agency as its exclusive digital campaign partner. As a market leader in the ‘simplified essentials’ space; quickly becoming renowned for their minimal approach to design and clothing construction, Assembly Label has recently opened their tenth retail location as well as being well-represented […]

Bastion Collective Acquires Melbourne-Based Production Agency Bengar Films
  • Marketing
  • Media

Bastion Collective Acquires Melbourne-Based Production Agency Bengar Films

Independent communications group Bastion Collective has announced its has acquired Bengar Films, a multi award-winning creative production agency based in Melbourne. The acquisition will enable Bastion Collective to merge the significant expertise of Bengar Films with its existing Sydney-based content production business Bastion Stadium, which will rebrand to Bastion Films as part of the integration. […]

Network 10’s ‘Playing For Keeps’ Gets Green Light For Second Season
  • Media

Network 10’s ‘Playing For Keeps’ Gets Green Light For Second Season

The siren may have sounded on round one, but the salacious controversies and delicious drama surrounding Australia’s favourite posse of WAGs is just kicking off. Network 10 has announced that Playing For Keeps is returning to television screens in 2019. The new series will continue to lift the curtain on the seductive world of football’s elite, […]

Slack Makes Brand Campaign Debut Down Under
  • Campaigns
  • Media

Slack Makes Brand Campaign Debut Down Under

This week, the collaboration hub app Slack is making a colourful splash down under, with the launch of its inaugural outdoor brand campaign. The campaign is aimed at helping Australian office workers and business travellers improve collaboration at work. Running throughout November, the campaign “Collaborate with Slack” features out-of-home advertising in office buildings on the […]

SSROC Launches Recycling Campaign With Retro Video Via Paper Moose
  • Campaigns

SSROC Launches Recycling Campaign With Retro Video Via Paper Moose

The Southern Sydney Regional Organisation of Councils (SSROC) has launched a new campaign to raise awareness of improper recycling habits with a humorous retro video via Sydney agency Paper Moose. The campaign aims to educate residents on unbagging their recyclables before disposing of them in the yellow bin. Recycling in plastic bags can’t be recycled […]

Magnum & Co Makes Four New Appointments
  • Marketing

Magnum & Co Makes Four New Appointments

Following a number of new business wins, independent communications agency Magnum & Co has announced hour new hires. Holly Saich joins the agency as brand leader from London-based agency TRO (TBWA sister agency and part of the global Omnicom network), having led campaigns for Vespa, Jim Beam, Rolls-Royce Motor Cars, Air New Zealand, and UGG. […]

Cannings Purple Bolsters Digital Content Team With Trio Of Hires
  • Marketing

Cannings Purple Bolsters Digital Content Team With Trio Of Hires

WPP-owned strategic communications consultancy Cannings Purple has announced three new appointments to its design and digital team. Simon White (pictured above, middle) has joined Cannings Purple as content editor, Glenn Langridge (pictured above, left) has arrived in the role of digital marketing manager, and Morgan Ballantyne (pictured above, right) is the firm’s new media intelligence […]