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.”

Please login with linkedin to comment

Advertising Standards Bureau Internet Radio Jetstar magazine apps Project Clever Buoy

Latest News

Target Shows Us There’s A Better Way To Christmas In New Campaign Via AJF
  • Campaigns

Target Shows Us There’s A Better Way To Christmas In New Campaign Via AJF

It’s meant to be a time of relaxation and celebration, but for many parents, the festive season is a lot of hard work. Created by AJF, Target’s new Christmas campaign dramatises this reality. A mum and dad traverse epic landscapes and travel to whimsical places in search of the best tree, decorations and gifts. Their […]

Blank bus stop advertising poster shot in Germany near Rostock at a bus stop. Perfect for visualising design or advertising concepts
  • Media

BIG Outdoor Launches Programmatic With Vistar Media

BIG Outdoor has announced the launch of programmatic capabilities powered by Vistar Media. BIG Outdoor is leveraging Vistar’s supply-side platform (SSP) to make their inventory available for purchase programmatically via open exchange or private marketplace deals. “Our mission is to stay at the forefront of improving the value proposition of digital billboard advertising,” said Richard […]

Why Purpose is Needed Now More than Ever
  • Opinion

Why Purpose is Needed Now More than Ever

Joey Calandra (main photo) is an inventiologist at leading behavioural science and innovation consultancy Inventium with over 20 years’ experience driving innovation in the health industry. In this guest post, Calandra offers top tips on rediscovering your own personal purpose… During times of crisis, like we are experiencing today, having your own personal leadership purpose […]

Opinion

by B&T Magazine

B&T Magazine
New normal trendy,stay home,work from home,social distancing concepts on covid-19 outbreak situation.safety and health care ideas
  • Marketing
  • Opinion

Five Aces To Overcoming The Pandemic For CMOs

In this guest post, Garrett Ilg, President JAPAC at Oracle, Oracle Corporation lays out how marketers can lead their businesses to recovery… The global pandemic has changed nearly everything for CMOs, forcing them to scramble as consumers shift even more to online shopping. Meanwhile, CEOs are pressuring their marketing chiefs to find strategies for recovery. […]

Opinion

by Christos Tzortzis

Christos Tzortzis
NSW Government Launches Maths Trains Brains Campaign Via Bastion Banjo
  • Campaigns

NSW Government Launches Maths Trains Brains Campaign Via Bastion Banjo

The NSW Government and the Department of Education have today launched a major campaign titled ‘Maths Trains Brains’ which is aimed at changing the perception of maths and encouraging more engagement towards the subject for students from pre-kindy to Year 10. The campaign was developed by creative and digital agency Bastion Banjo with production by […]

Grill’d Sticks It To Fast Food Giants In New “Trump’d” Campaign
  • Campaigns

Grill’d Sticks It To Fast Food Giants In New “Trump’d” Campaign

Grill’d has launched a new tactical campaign ahead of the upcoming US elections, with the aim of comparing big American fast food giants with Grill’d’s home-grown, healthier approach to burgers. The tongue-in-cheek campaign depicts Donald Trump’s addiction to fast food options, such as McDonald’s, KFC, Burger King and Dominos, with the words ‘You are what […]

Debunking The Myths: The Environmental Cred Of Print Media
  • Opinion

Debunking The Myths: The Environmental Cred Of Print Media

In this guest post, Dr Phillip Lawrence of Edith Cowan University debunks the myths of the environmental impact of printing… The environmental credentials of printing have been in the spotlight for a while with brands and marketers as well as large corporates regularly proposing they would reduce or eliminate paper and printing from their business as […]

Opinion

by B&T Magazine

B&T Magazine
Mindshare Snares Kayo’s & Binge’s Media
  • Media

Mindshare Snares Kayo’s & Binge’s Media

The WPP-owned agency Mindshare has revealed it has won the media business for both Kayo and Binge. Both Kayo and Binge form part of Foxtel’s Steamotion’s streaming services and have seen significant boosts to the subscription numbers in recent times, primarily during lockdown. Commenting on the win, Mindshare CEO Katie Rigg-Smith said the win would […]

by B&T Magazine

B&T Magazine
Aussie Tech Firm Launches App To Help Media Owners Find Local Advertisers In Any Location
  • Media

Aussie Tech Firm Launches App To Help Media Owners Find Local Advertisers In Any Location

Realworld, an Australian location-based technology company, today launched adfindr.co, a leads platform for media owners. Adfindr finds the contact details of hundreds of local businesses around any location. Adfindr offers all media owners a database of local advertising leads. Simply type in a location and extract advertising leads in that area. David Sanderson, Director at […]

Time To Fill? Then It’s Time To Will With State Trustees Via Hardhat
  • Campaigns

Time To Fill? Then It’s Time To Will With State Trustees Via Hardhat

The new Online Will from State Trustees has launched with an unexpected campaign via newly appointed creative agency Hardhat, one that aims to turn in between moments into opportunities for action. Having a baby, moving house or exploring some thrilling new hobbies – this colourful, tongue-in-cheek campaign leverages the types of life stages that trigger […]

Imagine Room Revolutionises Immersive Content With Australia’s First Microsoft Mixed Reality Capture Studio
  • Advertising

Imagine Room Revolutionises Immersive Content With Australia’s First Microsoft Mixed Reality Capture Studio

Immersive media company Imagine Room has signed an exclusive agreement with Microsoft to build and operate Australia’s first Mixed Reality Capture Studio to drive the next generation of content production. The state-of-the-art studio uses 106 cameras to create holographic and 3D-video performance assets and create immersive and interactive experiences for virtual reality (VR), augmented reality […]