There’s no denying we’re obsessed with our smartphones. According to recent research from Pew, nearly two thirds of Americans own a smartphone, and 19% rely on their device to access online services. As mobile continues to rocket, so do the opportunities for brands.
The time isn’t just been spent browsing and checking in on news anymore. We’re in the midst of a mobile revolution, and it’s shaping the way we live our lives. From banking to shopping to ordering groceries, mobile payments are on the up and there’s never been a more important time to reach consumers to influence purchasing.
Touch Down and Check In
Brands need to engage with consumers throughout the mobile journey. Starbucks is a model example of this; the company understands that a large portion of its customers are on the move—whether they’re a morning commuter, a weekend traveller or a busy worker on a lunch break. So it’s no surprise that the coffee giant is processing almost 9 million payments each week, making up a fifth of its in-store transactions.
McDonalds is also trialling mobile ordering for its customers, with the aim to eventually introduce the capability to its app by the end of the year. The fast food chain is also planning mobile coupon delivery and a bigger expansion into mobile more widely.
These aren’t small brands we’re discussing. The fact that two of the biggest names in the FMCG industry are driving mobile means that all brands should be looking to do the same in order to thrive in the mobile age. Mobile offers advertisers multiple touchpoints to check in with the consumers cross channels. The bigger picture they can build of the customer, the better!
Opportunities to use mobile payments might not always be obvious, but if people are buying drinks and eating chips thanks to mobile, think about the potential it could open up in other industries.
Location is Everything
The key to conquering mobile payments is reaching consumers at the right point and in the right place. Brands need to listen and get to know the consumer in order to really understand them and target them where they are geographically. The most basic iteration of this is making sure websites and/or apps are fully mobile friendly and completely functional across smartphones and tablets so consumers can access them on the go. Without this, mobile payments will lose their appeal of ease and convenience.
Locational targeting should always be at the front of marketers’ minds and will go a long way to boost engagement. If consumers see information and products relevant to where they are, with all the information with it, they’re much more likely to interact with the brand. Location based targeting is all about incentivising the consumer to action. Offer them rewards to make them feel valued and they will buy. It’s as simple as that.
Our advice to advertisers is to focus on reaching consumers anywhere and everywhere in order to thrive as mobile payments continue to soar. Mobile usage is only going one way and if the consumer brand relationship is to be maintained and developed, it needs to happen in all places and across all devices, at all times.