The traditional desktop is often seen as the big brother of mobile when it comes to advertising and building a brand. It has been around a lot longer and many people would argue that it is wealthier in many ways. But just because you have a big brother, it doesn’t mean that you need to live in his shadow your whole life. In terms of brand building, mobile is still very much in its infancy and with that comes challenges around measurement and attribution. This doesn’t, however, mean we should shy away from mobile and investing time to truly manage this channel.
It is for this exact reason that we, as marketers, must focus our energies on changing the terms of measurement of impact in terms of ‘brand building’. There is no denying that mobile has become irreplaceable in our daily lives. Don’t forget that wherever we go, our mobile goes too! A recent report from Ofcom shows that the average 6-year-old understands more about mobile than the average 45-year-old. Future generations are mobile conditioned and therefore brands need to embrace this mobile future and integrate mobile into their marketing plans if they want to build their brand in the modern mobile world.
There are four key points to highlight when arguing that mobile is the most effective way to build a brand: reach, personalised messaging, the global aspect and frequency.
The reach that a brand gets with mobile is unparalleled. If a brand is to grow, it is essential that they get their message out to their desired audience in exciting new ways. Increasing your reach means increasing your opportunity to engage with your target user and therefore increasing brand awareness.
Many people forget that mobile phones are perhaps the most personal items that any of us own in terms of the content and settings. Each one is unique to us and our individual preferences. What this means is that it can allow brands to reach their audience in a way that the traditional desktop simply cannot compete with. If a brand is able to connect with their audience, the brand will be able to build their story and create a loyal customer base.
2. Personalised Messaging
The mobile platform opens the door to a whole new world of messaging. Through location-based advertising, journeys that consumers make every day, such as those from work to home, can be turned into marketing opportunities. Think about it. As you are travelling home from work, an advert pops up to let you know that there is an offer on at your local supermarket which you pass every day – and there you have it, targeted, relevant advertising.
This is a perfect example of a brand communicating relevant messaging that meets your personal needs as a user in a relevant timely manner. Seasonal and timely messaging creates relevance and it’s through this that the audience can begin to trust the brand. As a result it makes consumers feel like they are not simply one of the group but rather a match for the core values of a particular brand.
It is not only consumers in the UK who want to feel part of a brand. Populations in Africa, for example, have leap frogged over the PC phase, moving straight to mobile. Therefore if a global brand ignores mobile, they are missing out a huge amount of the global population who are not accessing information via desktops. Brands cannot ignore the growing power of mobile, it is expanding across the globe and intensifying its brand building power as it grows.
Our mobile phones are for many the first thing we look at when we wake up and the last thing we look at before we go to sleep. A study commissioned by Nokia showed that we now check our smartphones on average 150 times a day. The smartphone in particular allows a brand to expose their marketing to their key audience at numerous times throughout the day in a way that the traditional desktop could never do. No other marketing channel gives a brand that much exposure in terms of frequency.
To summarise, there’s no doubt that the real value of mobile is its proximity to the consumer. This proximity allows targeted, timely and personalised adverts, that reach an audience that has never been so connected before. Unless we begin taking our desktops outside on the streets with us and strapping them to ourselves as we go about our business, they will never be able to compete.