marketing to the constantly connected consumer
walk down any city street these days and you’re bound to see someone who’s either sending a text message, checking-in, browsing the mobile web, updating their facebook page, or using some kind of utility on their smartphone. mobile devices are everywhere, as is the ability to be constantly tethered to the web. by the end of this year, over 1 billion people around the world will be connected to a smartphone. it’s estimated by 2012 that more people will connect to the web via their mobile device than through a computer.
the impact of the constantly connected consumer is already transforming our lives in the way that we shop and interact with a product or brand. robust navigation tools with real-time global positioning systems in our phones have eliminated the need to ask for directions or purchase a rand mcnally map. 79% of consumers worldwide use the mobile web to locate merchants, comparison shop, receive coupons, check store inventory levels, and read product reviews prior to purchase. girlfriends aside, smartphones have become the ultimate shopping companion.
this new era of constant connectivity will not only transform the way that advertisers promote their products, but also present advertisers with new opportunities to engage and reach today’s constantly connected on-the-go consumers. click to call offers, contextual advertising based on your physical location, augmented reality programs like layar, and other innovative advancements will make mobile advertising an essential part of your overall marketing strategy.
