It's The Consumers Turn To Talk.

This week’s blog topic is based on the academic paper by Andreas Kaplan in which he discusses the effective implementation of marketing strategies to mobile devices through mobile social media. Whilst the article is now 5 years old or so, and much more has evolved in this space, the core of the article remains relevant.

An interesting concept raised in the article is that of the 4 I’s of mobile social media (see fig 1. below) which is a different approach to marketing than what has been the norm across all other major medium’s and channels. This model explains the best possible foundation for successful mobile social media marketing that focuses on “fitting in” rather than being disruptive (like most traditional advertising methods).

This ties in with the other major topic of week 8- big data. The growth of the digital age and to be more specific, the mobile/smartphone age offers marketers with more insights than ever in to the minds of consumers and their daily behaviour.

The average consumer will of course be aware of this too…

Many smart phone and mobile social media users will understand that all of the personal data they have published about themselves online, whether through Facebook, internet browsing activity or submission of personal information through websites, has the possibility of being accessed by others. Others include organisations who may see the individual as a prospect for their business.

This means that there is also more of a sub-conscious expectation that any advertising or marketing that they are exposed to whilst using their mobile device or mobile social media should be somewhat more relevant to them than many ads they may see on television for example. The consumer will also know that they have more power than ever to not only communicate their disapproval to the source of the content with greater ease, but they can do it with an audience of fellow consumers. Power to the people!

Understanding the target audience is more important than ever for an organisation in a growing world of two-way communications between business and consumer. Marketers have more data than ever on consumers to gain an accurate understanding of their consumption behaviour, interests and dislikes. Failure to use it effectively and with an approach such as the 4 I’s can only result in the inevitable failure of the business.

Businesses small and large best be working on their listening skills.