When used correctly, advanced mobility products can offer a number of great benefits for modern businesses. Learn how to make these products work for you, here.
The ubiquity of mobile devices has changed the way consumers use technology and interact with businesses. More American adults than ever before own mobile devices and the extent to which they rely on mobile technology is growing.
This shift requires companies to get smart about their mobile strategy. It is no longer sufficient to have a digital marketing plan directed at desktop users who are giving full attention to their screen. Instead, marketers should envision a user who is on the go and will be checking their device periodically for only a few seconds at a time.
Advanced mobility technology can be a great way to engage these users. Let’s take a closer look at what advanced mobility is, and how you can incorporate it into your marketing strategy.
Before we get into the specifics of advanced mobile, let’s take a step back and consider mobile technology in general. Is it really that important for marketers to build their strategies around mobile devices?
Recent trends and data say yes. For example, recent surveys show that more than half of all online searches are performed from mobile. What’s more, mobile downloads are also growing, and are expected to nearly double within the next 3 years.
If current trends continue, mobile platforms will be the primary way that users engage with online content. At a minimum, then, it’s essential for your content to be friendly to mobile devices. But that won’t be enough to set yourself apart in the market. Instead, it’s crucial to take full advantages of the unique functionalities that mobile platforms offer.
What Qualifies as Advanced Mobile?
So, what is advanced mobility, and what makes it different from other kinds of mobile content and strategies?
Simply put, advanced mobile is any mobile strategy or product that leverages various mediums and technologies to provide a unique consumer experience. One of the most important trends in advanced mobility is augmented reality.
Augmented Reality vs. Virtual Reality
Virtual reality has been in the consumer space for decades. The term describes any technology that places the user in a simulated environment.
For example, Good Earth is a virtual reality app. This is because it allows users to explore topography and urban layouts across the globe from the comfort of their couch. Augmented reality, by contrast, enhances reality by superimposing digital features on it. Pokemon Go, introduced a few summers ago, it amazed users with augmented reality features. With this app, players were able to take pictures of their favorite Pokemon out in the world.
What Does This Mean for Business?
If you’re not familiar with augmented reality, you may be accustomed to it as a way for teens to take pictures of fictional creatures. If this is the case, you may be wondering what it could possibly have to do with your digital marketing strategy. In reality, the opportunities for businesses to advance their message with augmented reality are endless. With the right strategies, you can embed your brand into various aspects of your customer’s lives. This can help customers develop a positive attitude toward your company, and thereby create brand loyalty.
Here are some key ways to use augmented reality for marketing.
In a traditional brick and mortar retail location, the showroom is an important way to display your products in a way that is enticing to customers. This feature can be lost in online stores. Showing pictures of your products set against a white background just doesn’t create the same effect. But with virtual showrooms, you can bring this experience to customers wherever they are. This can be a good way to demonstrate 360-degree views of your offerings, and compel customers to seek out your product in person.
Some businesses may feel that a game is below the sophistication of their product. But an effective game can engage a user for far more time than a traditional advertisement. A consumer who would look at an advertisement for only a few seconds may play a game for several minutes. This can be a good way to build brand recognition over time.
Another great way to make your mobile experiences fun for customers is with filters. For instance, let’s say you have a restaurant. You can create a unique filter that customers can use when they take pictures of their food to share with their followers on social media.
One of the greatest features of mobile technology is its collaborative nature. Allowing users to share their own reviews, videos, photos, and other content can be an effective way to encourage collaboration and build a community around your product. Not to mention, this is a good way to use your customers to create content for you, so you don’t have to do all the work.
Developing a Strategy
With all the possibilities available, it can be challenging to nail down a specific strategy for mobile content. Here are some principles to keep in mind to help you narrow your focus.
Identify Your Goal
What do you want your mobile strategy to accomplish? Do you want to build brand recognition? Increase mobile traffic to your website? Your goal will inform which strategy you should take. Start with a few clearly defined objectives, rather than trying to accomplish everything at once.
Test Your Results
It’s important to start small so you can evaluate the effectiveness of your strategies. Decide what kind of metrics you will use to determine if your goals are being met. Then, test your mobile strategies, and adjust them accordingly as test results come in.
Interact With Users
At the end of the day, there is no substitution for person-to-person interaction. Interview users of your app, and find out what their experiences and takeaways are.