By adaptive - February 26th, 2014

As consumers continue to develop their mobile lives, understanding how social media supports these mobile groups is the key to brand awareness and commercial success

Corporations that want to ensure they reach their customers need to focus on how mobile devices have transformed these relationships. A new infographic from Nielsen released to coincide with this year’s Mobile World Congress reveals that mobile UK Twitter users are more engaged with the brands they follow than any other Twitter users across Europe.

The research is yet more evidence that mobile is taking centre stage when it comes to communicating with consumers who are constantly on the move. Brand Republic reported: “In the UK, users are not only more mobile; they are more engaged than average Twitter users. Those who primarily use Twitter on their mobile device are 1.2 times as likely to engage daily than average users and 58% access the platform several times a day.

“In Spain, like the UK, 80% access Twitter through a mobile device and it is the primary way for 69%; in France the numbers are 68% and 60%; and in the Netherlands, usage is the same for both: 72%.

Melanie Scott, commercial director at DMGT's world beating MailOnline, told the World Mobile Congress that 54% of its global audience now comes from mobile phones and tablets, following a 118% rise year on year.

The mobile consumer based has been rapidly expanding for several years, and has now reached a critical mass. Brand owners that can understand how to place mobile engagement at the heart of all their communications will be the big winners over the next few years, as commerce goes mobile.


Social Millennials

All enterprises need to understand who their customers are and what drives them to buy goods and services. A new report from Nielsen looks closely at the Millennial generation and reveals not surprisingly that they are the most connected and digitally social of any group.

The report states: “Not surprisingly, Millennials are heavier Internet users than their older counterparts. They started the social networking movement from their dorm rooms. In a survey asking Millennials who they believe defines their generation, Mark Zuckerberg, founder of Facebook, topped the charts. As sharers, Facebook is a platform for 72% of Millennials.

“Millennials are an open book, sharing all their thoughts, pictures and videos instantly with their online community – 20% update their Facebook status multiple times per day, while 36% of Boomers report never updating their status. Compared with Boomers, they aren’t as concerned with privacy and security issues in sharing personal information online. Millennials are also music lovers, frequently tapping into Pandora on their smartphones while checking their Gmail accounts. Millennials also spend time playing games like Candy Crush Saga on their smartphones.”

This generation are the most wired in history and share every aspect of their lives. However, this doesn’t mean that brands can be lazy when it comes to protecting the privacy of this group. Successful corporations in this space are those enterprises that connect with Millennials in meaningful ways, but these communications have to be warranted and always in context to be effective.

Apps used by millennials

Mobile strategy

A mobile strategy is clearly a must today if brand owners are to reach the ever-expanding mobile consumer base. Indeed, research from the Oxygen8 Group reveals that a lack of a strategy is hurting the profitability of all enterprises.

One in six GB consumers receive no form of direct mobile marketing from businesses, according to research by integrated mobile solutions specialist Oxygen8 Group. This is despite nearly a quarter of consumers (22%) admitting that they would be more likely to buy from/spend money with a business in future if the company sent them a useful mobile communication. This missed opportunity could be costing businesses big in terms of potential customer revenue and marks a clear call to action to deploy a mobile marketing strategy in order to grow their customer base.

“The mobile phone has become the lynch pin of everyday life and the opportunity to reach and engage with customers through the medium has never been greater,” says Maria Grant, Head of Product Development at Oxygen8 Group. “Targeting consumers through the mobile phone should form an essential part of a marketer’s strategy. It is worrying that some businesses still don’t recognise the value in mobile marketing.”

The mobile platforms that are now available are manifold and delivers an opportunity to corporations that has never before been available in the history of marketing – a direct channel to consumers and their spending power.

“While companies are using a variety of tactics to communicate with consumers the research shows us that some types of communication are being used more than others,” continues Grant. “Our industry knowledge tells us that a joined up approach that uses the full range of communication options available to a business is more effective. We’d advise marketers that are already using mobile to think about combining the communication options they’re using with other options to create more impact for their campaigns.”

Mobile Consumer Behaviour

What has become abundantly clear over the last year is that mobile devices have become the life companions of every consumer. Brands that can understand how to deliver their marketing message effectively across these mobile channels will be the leaders in their sectors. Social media and mobile dovetail together like no other partners. Brands that can understand not only who their mobile customers are, but how their attitudes and behaviours are influenced by the mobile devices they use will gain masses of positive sentiment and brand advocacy that will ultimately results in conversions.

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