Technology Is Life, Mobile Is Wife

“If you love something, let it go mobile: Mobile marketing and mobile social media” was published by Andreas M. Kaplan in 2012

People used to only surf the internet through their laptop but after evolution of technology, smartphones have became so convenient thus causing society to be so reliant to them. Even before i was typing this post, I am enjoying the convenience of watching Netflix on my phone instead of using the laptop in front of me.

Statistics shows that there are 4.3 million active mobile social Singaporeans. Smartphones are the most used device to browse the internet, spending on average of 2 hours 6 minutes on social media. This is why mobile marketing is the best way to market their products.

Mobile phone has evolved so much, it used to be only for calling and messaging. From games, to shopping applications, to travel applications that teach you the fastest way to get from one place to another. Even now, they have application where you can store credit card details to make payment at shops which allows phone payments. There are other applications like PayLah!, PayNow, WeChat Pay and AliPay where they can send money to each other instead of the old school way which is heading down to ATM to transfer. Below is a photo of how Apple Pay look like :

Marketing tools that brand use are to place advertisement on gaming application where gamers are required to finish the advertisements before continuing with their game This forces these players to watch the advertisements and potentially, capture their attention and hopefully, convert them into potential consumers!

Kaplan may have foreseen such situations and came up with the 4I’s of Mobile Social Media Advice for product differentiation and ensuring that the apps delivers to their potential.

Lets take a look at Shell’s Application to better understand the 4I:

Integrate – Using this app, consumers can find the shortest route to their destination, how much fuel consumption is being used and any traffic difficulties they may encounter during their journey. Best thing is it shows the nearest Shell station, which allow them to save time finding a petrol kiosk. Thus this application provide functions with different needs.

Individualise: Selected customers who receive extra promotional code to encourage them to encourage consumers to frequently return to their application for better convenience and encourage consumers to return.

Involve: Through their application, consumers can also get updates on the latest product offerings, discounts and loyalty cards. A feedback section has been inserted to allow Shell to understand consumers needs and requests.

Initiate: The application encourage customer to leave a review on the service provided thus is good user-generated content, data that can help improve their service.

I personally think that this is the future and the most effective mode of marketing. Do you agree? Now i post you a challenge, try living without your phone without a day. Comment down below if you successfully completed the challenge!