Marketing has grown in importance because of its role in the development of the business in recent years. Mobility in marketing has also grown in importance as smartphone penetration continues to increase each day. The marketing industry realized the potential of mobile phones early enough and adopted it to their benefit. Mobility is not limited to mobile platforms alone. It is also concerned with connecting people. More people want to stay connected today because it allows them to work even when they are on the move or away from the office.

Mobility and Mobile

Mobility involves adding mobile functionality to marketing campaigns. This allows you to connect with your audience on a personal level. Several brands have integrated this into their mobile apps. Customers are able to be served from where they are located. Mobility should be applied to media that is used to market products and services. It is important to note that print, search, and video have not caught up to the trend. They need to improve.

Mobile has been categorized differently from other digital media for a long time. Digital strategies take up most of the media strategy plans that companies have today. A media company needs to recognize the power of mobile and focus most of its effort there for it to succeed today. The effect of mobility is evident in the most popular apps including Instagram and Snapchat. These applications have thrived because of their synergy with mobility. Encouraging your audience to interact with you on social media will increase engagement.

Targeted marketing

Localized marketing helps brands to offer better services to their customers. A good example is Google. It recently partnered with a closing store where visitors are guided to the clothing that they are looking for from their phone. Stores are able to view the paths that visitors take in their stores. This helps them to identify the product that is most popular judging by the number of people who view it. They are able to create better campaigns that are in line with the data that they receive.

Several companies have mapped out every region in the country to identify the habits in each location. They are able to offer location-based marketing that resonates with the people in the particular area. The advertising can be targeted depending on where you are going and where you live. The iBeacon from Apple is present in hundreds of stores in the country. The advantage is that it helps to improve the experience of the client within the store. A beacon is a device that uses Bluetooth technology to track the location of a customer inside a store. The client is shown the special offers depending on the section they choose.

Intelligent Marketing

More data has been created in the past few years than ever in before. Data helps marketers to gain insights about their audience and to see the campaigns that will be most effective. Foursquare gives marketers location-based data so that they can see what people like. Korn Ferry compensation and benefits data is available for anyone to access online.

An unlikely party that has benefitted from using intelligent marketing is The Weather Company. The company helps retailers to forecast sales depending on the weather. Different weather patterns avail different spending habits. A good example is that people buy sunscreen during springtime when it starts to get warmer. The Weather Company gives the retailers this data so that they can plan. The information is helpful because it allows them to stock up earlier in readiness for the demand when the time comes.

Mobility continues to fill up a huge role in the marketing strategies that different teams develop. Marketers who are hoping to create better campaigns will need to acknowledge the importance of mobility in coming up with strategies. Localization could give you a significant edge over your competitors. It could also boost the relevance of your campaign.


By: Mark Palmer