Mobile technology has become such a dominant part of our everyday lives, especially since we’re the consumers. It has even switched over the power from the producers to consumers, potentially for good. Jacey Gulden, writer for Social Media Today, gave insight on her take of mobile technology in her article Forget Mobile First: An Integrated Approach to Marketing. According to Gulden, “a survey conducted by SDL on consumer mobile and social media habits showed that consumers function seamlessly across channels when interacting with brands, and as part of their experience there in an expectation of consistency and a fair value exchange over all channels- online, mobile, and in-store”. Basically, what keeps consumers consistent is dependent upon if the brand remains consistent. In addition, consumers always look for two qualities in a brand: reliability and relevance.
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Due to the speed of online and mobile shopping or searching, consumers are in charge of what they want, when they want it, and where they want it. Mobile devices and the internet, along with social media, have produced a cultivation consumer base, as well as an almost inherent relationship with technology- impatience has shown to be present, too. Gulden calls this “today’s techonomy”. Developments such as this are the definition of modern-day consumers. Mobile devices are vital “serving as the principle drivers of business’ mobile-first approach to marketing” (Gulden). From the majority of technology outlets we’re supplied with today, it’s no surprise PC shipments are estimated to fall 7.8% this year while tablet shipments are due to grow 58.7% year by year. At this rate, PC’s might not even be around come 2015. For any business that hasn’t become mobile yet, you better hurry.
Gulden reflects on the difference between being mobile or stationary- she’s blurry on the two until one falls short. She goes on to saying “as device sizes continue to
shrink and expand and device usage continues to pervade every aspect of our daily experience, the very distinction is losing relevance” (Gulden). I find this statement funny, particularly the word “shrink” as I crossed it out; I find that everything that is meant to be compact continues to grow, while everything meant to be expanded continues to shrink. Key point being one of our focuses: mobile devices! Mobile devices are to be smaller, or at least no bigger than a house phone- for those of you that still have one. However, they’re becoming larger and larger due to all of the amenities that come with it. Anybody see the new Samsung Galaxy s4? I almost mistook it for a tablet.
It all comes back to the consumer; would companies continue to make renovations to a product if that weren’t a demand? I’ll answer that for you: no. That’s more money and more time, so it’s only done if the profits prove to be worthy. As much as consumers complain of how big our “mobile-on-the-go” devices are getting, they’re still buying them. We, as consumers, can’t help but to swoon over the latest and greatest and become accustom to the extra two inches in length because of all the things you can do with it.
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Another measurement of a good mobile device is doing a trial run: which has the best speed and efficiency? Gulden did her own version of a mobile trial run by counting the seconds it took her from the initial search of a product to the final purchase click on Amazon- she had a slight head start since her Google Chrome browser keeps her logged into Amazon 24/7. My readers might be surprised to find out that between a PC, an Android, and a tablet, the PC was the winning outlet. Maybe I’m a loyal PC-er, but I prefer to search and read much more on my PC as opposed to a mobile device. The PC finished at 5 seconds, the tablet came in second finishing at 8 seconds, and the Android lagged behind finishing at 12 seconds. Aside from the Android taking the longest, if the websites hadn’t been mobile friendly, it would have made the process even longer.
So, what’s the point here? According to Gulden, “your job is to ensure that your brand’s online presence functions as seamlessly as possible over all outlets, mobile or not”. Computers of all shapes, sizes, and compatibility will continue to expand over the years. Fellow classmates, this relates to a general sense of what we’ve learned in Dr. McArthur’s COMM 306 so far. Companies and brands must remain current and fresh to maintain a consistent consumer base. Doing things such as media releases, PR events, surveys, and re-vamping their web design can help “provide a simple, reliable, and relevant experience to users anywhere, anytime, on any device” (Gulden).
Gulden, Jacey. “Forget Mobile First: An Integrated Approach to Marketing.” Social Media Today. N.p., 1 Jun 2013. Web. 2 Jun 2013. <http://socialmediatoday.com/jacey-gulden/1506941/forget-mobile-first-take-integrated-approach-marketing>.