You don’t need a degree in neuroscience to figure out that just about everyone in the western world is attached to their mobile phones. Just look around in any public setting (after you put your phone down, of course) and you can see for yourself, we love looking at our phones. Checking emails, texting, trolling the various social media apps, we are hooked. Naturally, with any addiction, there is a psychology to it all, and marketers are taking advantage of it. The question is, are you?
Let’s face it, the world of marketing and advertising has always used psychology to tap into the consumer brain, to try and manipulate the general population into buying stuff. Remember the stories about the movie theaters using subliminal images to get people to go to the snack bar? It is a bit creepy, right? Well back then, they didn’t have nearly the data we have now, and as time passes, marketers are becoming more and more savvy about how our brain works and how to leverage it. Enter the beloved mobile phone.
The advent of the mobile phone has completely changed our attention span. You may assume my next point will be how our attention spans have been lessened, and that is true… in some instances. Studies have shown that our attention level is much higher when we are on our mobiles because of the physical interaction we have with it. We are holding it. It has become an intimate and cherished experience for most.
Those who are marketing in the mobile environment need to keep this in mind. According to a recent eMarketer interview with Dr. Thomas Trautmann, Certified Neuromarketing Instructor and Business Partner at Sales Brain, rather than annoying the consumer with aggressive ads that pop up or interrupt that YouTube video they are trying to watch, he suggests that advertisers should start showing that they can solve the pain of the clients. Okay, this may not seem earth shattering, but if you think about the types of ads that interrupt your mobile experience on a regular basis, is anyone really trying to solve your pain? He goes on to say that mobile should be used more to extend the community around the brand. This guy might know a thing or two, he was hired by Facebook to do studies on this type of thing, and did you see that title?
What are our takeaways from all of this info? First, don’t underestimate the power of mobile, it is a very personal relationship for most consumers. Second, if you are advertising in this environment, you can’t treat your ads like a TV ad, that simply won’t cut it, you need to be more thoughtful. And third, how can you learn from your clients and what they need from you by expanding your brand community via mobile? Much to think about! Need help with your mobile strategy? You know who to call… g2 media pros.