The Marketing Power of the Second Screen
The continuing phenomenon of the migration of all forms of communication to mobile devices was underlined by the incredible fact that the new Apple phone was purchased by 11 million users in its first weekend of sales. The significance of those numbers cannot by over-hyped. They simply make it essential to understand that for many individuals, the phone is their indispensable connection to friends, loved ones and businesses.
The dynamics of how businesses relate to the smartphone have shifted dramatically in less than 36 months. Those who track trends on the web initially advised that businesses simply had to make sure that their main web pages could be viewed on the new “second screen” interface. Today, however, the stress is increasingly about offering specific value on mobile devices with custom designed apps. Fortunately, the local business does not so much have to design these APIs as to be creative in using them. For example, the convenience of Four Square continues to reshape local business billing.
With over 80 percent of all first contacts with businesses now available via mobile devices, the use of tablets and smartphones as primary marketing vehicles is the most rapidly growing trend. With that said, users expect their favorite companies to be proactive in contacting them.
The Increasing Importance of Inbound Marketing
Rather than investing in programming, the proactive local business is committed to creative conversations, content and other resources that have a high perception of value to their customers. The unique interactivity of social media allows the proper inbound marketing efforts to be interactive rather than intrusive. That contrast is quite significant. Instead of being seen as junk mail, communications from a local company is appreciated and even anxiously awaited. The early buzz of Groupon is an excellent example of this new attitude towards such marketing communications.
This dimension of using mobile marketing also puts a new face and importance on understanding effective loyalty marketing. Local businesses have come to appreciate what large companies learned some time ago. It is simply much more cost-effective to retain existing customers than to seek new ones to replace them. Finding and using methods to generate additional revenue from these current clients and customers is the basis of all CRM concepts.
With today’s customers committed to providing feedback and sharing their experiences with others, it is both an essential proactive and a critical defensive strategy to be responsive and to keep them happy. Instead of being an afterthought, keeping a pulse on the attitude of your customers must be incorporated into the basic elements of local business marketing strategies. The second screen is rapidly becoming far more important in that process than the traditional website.
The Mobile Device and Analytics
The role of analytics and attribution models are being used to show that the mobile device is now a core element of how customers are communicating with all businesses, especially at the local level.
The second screen is now a primary target, not merely an incidental element of your targeted marketing efforts.