A recent report by Ericsson claims that 35% of US Android and iPhone users interact with an app before even getting out of bed in the morning.
According to the report, which was presented at Ericsson Business Innovation Forum in Silicon Valley on May 11, Facebook is one of the most common apps used. This should come as no surprise to anyone: 18% of the users surveyed logged in to Facebook upon waking. What does this report mean for mobile marketing?
To begin with, these figures signify that mobile marketing is fast becoming more crucial for customer engagement than the actual technology used to make the connection. This is one striking feature of ‘new’ digital media, which plays a large role in mobile marketing: while it used to be important just to have a mobile phone, now (arguably) the least important roles of mobiles are to make calls and send text messages. Apps and mobile Web access are emerging as two crucial features of mobile phones, and they also involve some popular methods of mobile marketing. A release from Ericsson also focused on the implications of their findings for mobile marketing apps:
“Consumers today depend less on the devices they use, and more on the apps that help them… to find a place to eat, organize their family schedules and other everyday activities. The app culture is turning into a new way of living.”
Compared to apps for Red Bull, Absolut Vodka and Nike (for example), the Facebook app does not market a specific product or service; thus it is not technically mobile marketing. However, the popularity of app usage before getting out of bed signals that consumers are engaging with mobile devices in new ways. When people are continuously connected to apps and the mobile Web, mobile marketing is no longer just for a small group of the population. Mobile marketing activities (such as apps, mobile Web sites, and SMS marketing) are now a part of daily life for many people.
This article was written by Emma Rose Smith of TXT2GET, a leading mobile marketing company. TXT2GET supply affordable SMS keywords to advertising that typically increase ad response by 2-3x. SMS keywords also bring measurability & accountability to advertising, because you can see the exact time and date that responses come in.
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