One of my friends decided at the beginning of March to go through a mobile disconnection process. In fact, it ’emptied’ it completely of content. It eliminated social networks, apps of all kinds and even browsers. He was left with the most basic services, those of a “dumb phone” adding the camera and WhatsApp.The disconnection process – the present slowed her down and brought her back to mobile normality – was marked by her feeling that she was spending too much time staring at the mobile screen. Hours went by watching content on Twitter, consuming threads or reading news, also doing a kind of infinite scroll on Instagram.He is not the only person I know who has self-limited his mobile phone and its services on occasion or who has tried to reduce his dependence on it. Another has activated the service that many mobile phones now include by default, which counts the hours spent with the different services, to know how much time it loses. Much, something that has made him promise many times to lead a healthier digital life and much less hooked on the mobile screen.These stories are, of course, to exemplify the growing concern of some groups within society about their mobile dependency. Disconnecting from our smartphone screens seems impossible. Now, even changing countries makes it difficult: free roaming in the EU has eliminated the terminal blackout when crossing borders.But the interesting thing about all this is what it says to brands and companies. The mobile phone is a decisive part of our life and not having a mobile marketing strategy and a clear presence in that scenario is almost like a kind of suicide. If you want to connect with the consumer, the mobile phone must be a basic tool. We spend too much time staring at our mobile screens not to.Look at the screen, every 10 minutes A recent study by Showroom has analyzed how Spaniards relate to their mobile devices and the weight they have on their purchases.
According to their calculations, about a fifth of Spaniards look at their mobile – “they connect” – every 10 or 15 minutes. They live, therefore, in a kind of Zimbabwe Email List constant update, feed refreshment and information consumption. Added to them are the 36.09% who do it every time a warning sounds, the 13.84% who do it every half hour and the 13.98% who do it every hour. Only 17.55% admit that they look at it more than every hour.Of course, in that constant looking at the screen, social networks are used a lot. 48.93% of Spaniards who use mobile phones spend most of their time browsing social networks. After that, talking on the phone (here they include video calls), listening to music and games, watching series / videos and shopping are positioned. 3.71% of Spanish smartphone users spend that time shopping online from their smartphone.
Think of mobile as a piece of strategy When these data are in hand, brands and companies often come to a salient first conclusion about what to do. It is the most obvious: if the eyes of consumers are on the mobile screen, that is where the messages of the brands should be. The advertising strategy must prioritize the mobile and position more and more content in that field.After all, mobile advertising is, despite its poverty in creativity, the one that rises the most in investment . Although brands seem to continue to save their large investments in creativity in making eye-catching television commercials, it is in the mobile universe – with its somewhat crappy ads – where they are investing more and more money.
But this growth of the mobile and this continued use of it should not be seen simply as another screen for your ads. The mobile marketing strategy should be holistic, integrated into an multichannel strategy and, above all, with an ambitious and comprehensive vision of things.What brands should work on in mobile marketing Thus, from the outset, brands should take special care of the content they offer for the mobile universe. This not only implies having a careful presence in all those social media marketing scenarios in which consumers are ultra present on their mobile screens or thinking about the smartphone when designing the content marketing strategy, but also thinking about how the mobile can become a gateway for new and different experiences.
And with new – and memorable – experiences it’s not just about using the latest technologies and advancements. Not everything is, for example, augmented reality. Sometimes it is simply a matter of thinking about simple things that the mobile phone allows and that make the lives of consumers easier, which will improve the connection with the brand and the positive vision of it. For example, in a shopping center they have linked the parking lot with their own app. If you take a photo of a QR code after parking, then the app will help you find where you have parked, a classic problem of using those spaces.In addition, companies must assume that the mobile has created new uses and new practices. Fro