An important part of integrated marketing comes from catering to the consumers needs. Google recently came across a new phenomenon regarding the importance of mobile devices. Making a company present to consumers through the mobile device service, is critical in order to develop a lasting image for the company. If a mobile device service is not accessible for users from a particular company, the chances of that company being successful is low. Being present to the consumer through multiple forms of media is crucial. Since more of a consumers time is being spent on their mobile device, company's must be present to them through this form of technology. Not only must the company be present in the consumers mind, but it must be appealing to them and be easily accessible.
First impressions are critical in the mobile world. If the consumer experiences difficulty when searching through the site on their mobile device, they will be less inclined to visit again. Google says that by 2015, there will have been a 15% increase in mobile users, which is why developing a mobile site that is easily accessible is imperative when building a consumer database.
As the holiday season approaches, mobile services are becoming even more important as last minute consumers frantically search for the best gift. 44% of consumers will be using mobile services to purchase their gifts this year and company's need to be aware of this. This is a huge amount of consumers that will need a helpful mobile service to aid them in their shopping.
One important way that marketers can develop a good image for their mobile device regards proximity. If a consumer is close to the business they wish to purchase from, they will be more likely to purchase from that company as opposed to being farther away.
Listening to the consumer and developing methods that will positively impact them is important for a businesses success. The world never stops changing which is why the consumers mind is always interested in obtaining the newest form of technology. B providing a easily accessed service to them, they will develop a positive image of the company and will be more inclined to do business. In this technology advanced nation, don't get left behind. It is important to build a positive brand image in the minds of the consumers because this only increases the chance of the company to stay embedded in the consumers mind and earn profit for the company.
http://www.adweek.com/news/technology/google-marketers-get-better-mobile-136100
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I agree with this approach to IMC with Google & mobile browsers/usage. What companies don't understand is that some potential customers make judgements on products/services based on the accessibility of their websites on mobile apps. In this case, if customers are going to be doing holiday shopping via mobile apps, sites need to make their sites app-suitable. Otherwise a lot of money is going to be spent elsewhere, and businesses can't afford that.
ReplyDeleteI also concur with this IMC approach. It is the modern approach to direct marketing. Companies understand that people spend a lot of time on their mobile devices which can be used to get their companies name and or image exposed. Exposing a company via internet has become more vital than ever before now that smart phones have internet access. It is more convenience for a customer does not have access to a computer at the time.
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