One of the primary decisions anyone creating a mobile campaign must decide is whether or not their audience actually uses mobile devices. If they are a user, depending on their age, you must decide how they use them so your message and delivery is relevant. I just came across a press release from comScore which underscores this point.
comScore breaks mobile phone users into three groups:
- Adult Adopters (age 35+) - More functional view of phones. Didn't own a phone until they were an adult and just want the basics.
- Transitioners (25-34) - Started using in teens, early adulthood.
- Cellular Generation (18-24) - This is the most likely audience to engage with your brand through a mobile device. They've had access to phones throughout their lives.
This may seem logical, you may say to yourself, "self...I shouldn't push cutting edge mobile P-2-P technology to my 40-year-old target market", but many marketers are ignoring the obvious and campaigns fail to achieve results. Rushing a mobile campaign to market without being goal-driven and targeted is like giving a toddler a Motorola Q and expecting them to use it. They may be initially happy with all of the buttons, but that happiness will soon fade when all they really wanted was something shiny.
Past Mobile Marketing 101 posts:
- Mobile Marketing 101: Ad formats
- Mobile marketing 101: The push
- Mobile marketing 101: Yes means no (until you say it twice)
- Mobile marketing 101
- Mobile marketing acceptance
- See all mobile marketing posts