A new study by Harris Interactive and Enpocket, about UK young adult behaviour with mobile phones reveals some alarming changes in behaviour that should wake up brand managers. The study was reported in the Digital Bulletin of the Brand Republic.
The study reveals that 60% of UK young adults between ages of 18-34 have consumed content on their mobile phones in the past 3 months - but much more significantly for anyone working in advertising, branding and marketing communications: 57% of British young adults have interacted with a brand using SMS text messaging on their phones....
For this age group - and MUCH MORE SO their younger sisters and brothers - the mobile phone is their absolute number one device. They are addicted to it, the mobile phone is a projection of their own persona and the lifeline to all of their friends (at all times), as we describe in our chapter on Generation-C for Community in our book. So forget the Playstation Portables, the iPods and laptops. TV? Its so last century! You HAVE to talk to young people on the device that is their preference, the mobile phone.
But what is their favourite application on that phone? It is not voice. Voice is for us old geezers. Young people clearly prefer SMS text messaging. Even when they are kicked off the broadband internet connection at home, logging off their instant messengers, the kids take their mobile phones to bed and spend the next hour or two sending still more messages. Like the famous Belgian study of 2500 teenagers revealed, 20% of kids are awoken REGULARLY from sleep by their friends texting them at night.
So now we find out that in the UK in the under 34 year age group, over half are already familiar with interacting with brands using their favourite tool, the mobile phone and its absolute top favourite service: SMS. I bet the numbers would be dramatically higher if this latest survey was of the age group of 13-18 year olds.
So SOMEONE is already talking with your ideal target customers, using the preferred tool and method. Why are YOU not doing it? How much longer can you wait?
Like we've written in the book and we've blogged about so many times already - more people can be reached by SMS than by e-mail or IM Instant Messaging. More have mobile phones than have personal computers or TVs. More people have mobile phones than have credit cards or loyalty cards. It is the seventh mass media, and as much different from the web, as the internet was different from TV, or how much TV was different from magazines. How much longer can you dare to wait before you start to engage with your customers using the most personal of all mass media, the only always-on mass media, the always-carried mass media and the only mass media with a built-in payment mechanism.
Oh yeah, and the mobile phone can of course replicate all the attributes of the previous six mass media, including text, pictures, voice, moving images, and interactivity. Yes, the mobile phone can do everything each of the previous six mass media can do - but the mobile phone adds four critical elements that NONE of the previous six mass media can do today.
Isn't it about time? When will you write your Mobile Marketing strategy? When will you start to engage your customers with SMS? Oh, and should you feel you'd like a bit of guidance, Alan and I will love to come and help you along. But your best bet is probably starting by reading our book (if you're really lucky, you might even find one of Alan's original letters like the one he sent to the BBC. I can't BELIEVE that happened!!!!)
At this moment I am going away to do my breakfast, after having my breakfast coming yet again to read further news.
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