The future of mobile

Credit: weheartit.com

Let's start from a very simple assumption.

All media will become digital, all digital will become mobile.

How can we claim that? Easy said: statistics measuring the influence of smartphones on the <18 years old generation show how each individual spends up to 10 hours per day on their phone, irrelevant of the activity.

Why is that? We are more and more hungry for real time updates, in need of quick reactions, expecting fast replies regardless of where we are located.

Raise your hands those who do not check their Whatsapp while having a drink with your friends, their Facebook while waiting for the subway, your Gmail while shopping. Fast response has become an essential. And is this limited to hearing back from your friends? Definitely not.

You want your service providers to reply faster than your friends. 

Sure, you need to know if your friend is still up to dinner so you can plan your shopping accordingly -but you are a little more sensitive to the time the Airbnb host takes to provide you with an answer, aren't you? You want that Ebay message confirming the product description ASAP, or else you'll go have a look over at Amazon. And why has that LinkedIn group not confirmed you yet?

The truth is, we cut our providers no slack. 

My friend could get back to me with a certain delay about dinner, because I know he has a life. My potential provider must get back to me NOW, because I am his life. Or the life of his competitor.

So, what about companies?

Real time marketing is getting in house. 

In the everchanging world of marketing, we are now witnessing (and hopefully playing a part) in another major shift, one that implies new devices have repercussions on marketeers and communicators, the way we work, think and communicate.

On the other hand, though, in a world where Africa, Latin America and Asia are not up to speed yet with smartphones, a company's answer should be in line with their market(s).

For example, Brazil is the kingdom of sms. Some might marvel at how in Africa mobile banking is really the thing. 

And here comes another simple assumption: a phone is a phone!

...low cost smartphones will change the game. Who cares if your target owns an IPhone or an HiPhone, both devices will get them connected, up to speed and running. It's time to think mobile EVERYWHERE.

It goes without saying that you have got to have a mobile optimized content website.

Don't be scared, whether you are a small or a big business, by all this "mobile and mobility" business. Think of just another screen that requires another way of displaying communications. Adapt your text, your pictures, your videos -make them light and fast to download. Aren't you bugged when the TED video you are watching suddenly starts breaking? Imagine how your consumers could be bugged if they have to play stretch and unstretch with your website.

Think of your consumer as a mobile device.

Who is this person, what interests them, where are they now?

At the same time, be aware that most conversions happen off-device.

Yes, good old computer screen. Why? 

Ask your average consumer counterpart. Can I really trust an app? Will the 3 or 4G connection let me down when I am finalizing the purchase? We are now confronted with the same paradigm that puzzled marketeers a few years ago: if you are so fascinated by the idea of purchasing online, why won't you? Why will you just browse my website and then head to the shop? I think we are all aware that the trend has dramatically changed by now - I'll head to the shop to see how those Nike shoes fit me and my style, then browse the best alternative and wait for them to be delivered on my front door. Isn't it lovely when you receive a package? Like Christmas all year round.

Consumers are truly fascinated by having the world at the tip of their fingers -they just don't want to risk it. It's all too good to be true. Reassure them by providing an optimized environment that will make them feel safe, and FAQ sections that will dissipate their fears. We all love a reassuring FAQ section that is talking just to me about my situation.

Devices don't think change as quickly as we think, and as quickly as we want it. 

This will cut MarkComs and companies some time to adapt and master the new scenario. And a word of advice: dont get obsessed about devices, think rather of how they are used and how you want your consumer to experience you through their device and your contact point. It's as exciting as when Don Draper switched from drawn ads to a TV department!

The world around us will be mobilized, and we have to play by the rules or, and I prefer this option, define new ones.