Understanding mobility in brand marketing
In today’s tech savvy environment, ‘mobility’ has easily become one of the buzzwords for marketers who want to stay competitive in the consumer market.
But while mobility is desirable, it is not always obligatory, especially in brand marketing. Companies, for example, should avoid the pressure of creating a mobile app just for the sake of having one.
Lauren Murray, marketing and communications executive at Brand Union, explains that before venturing into the mobile market, companies must first build on their “brand personality.” In social media platforms, for instance, brands must learn how to behave in a more human way.
Moreover, beyond the product’s positioning, and the company’s belief and purpose, marketers should understand how their consumers behave, and how they could leverage their position in terms of mobility—whether on social media or mobile applications. Does it add value to your brand? Or is just another tactic to increase proximity to target markets?
Apart from addressing these questions, it is also important to be original when embracing new mobile technologies. An app can be effective only if it is truly tailored to its purpose and perfectly encapsulates the brand’s overall identity. Nike, for example, has used technology by providing a mobile application that enriches customer experience by promoting not just its products, but also music and maps relevant to its brand.
Further with advent of responsive and adaptive web design, app might not be the only way to go. Smart use of web technologies can circumvent the need to have a mobile app by providing a holistic experience on any device.
Remember, your consumer must always be at the heart of the digital experience. Mobility, on the other hand, is just an element that can help you achieve a more valuable brand identity, and needs threshing prior to implementation.
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