The marketing buzzword of 2011 will likely be “mocial” – the convergence of mobile and social media. Mobile technology encompasses speed and accessibility, and social media enables people to stay connected. Merging the two fits today’s new cultural communications environment, where time and attention reign supreme.
Most brand managers understand the power of social media and have incorporated at least one social media tool to communicate with customers. This is definitely a step in the right direction. Seventy-five million of Facebook’s 500 million customers follow at least one brand or company, and nearly 50% of Twitter’s 190 million do the same.
Meanwhile, the use of mobile devices has grown exponentially, and recent statistics prove that mobile users are much more likely to engage in social media. Currently, there are more than 200 million users accessing Facebook through their mobile devices, and these users are twice as active on Facebook compared to non-mobile users.
Building a personal relationship via mobile is a surefire way to influence customers and their buying behavior. The power of mocial is the ability to reach people at key decision-making moments. A Harris Interactive poll recently showed that of consumers who receive some form of permission-based text marketing from a company, 34% said the messages have made them more likely to visit the venue and 27% more likely to make a purchase.
Mocial marketing offers an opportunity for a company to interact with customers, rewarding them when they visit your location to make you aware of their interest in your products or service. Other ways to engage customers include: discounting/couponing, instant feedback, interactive competitions and flash events.
Domino’s Pizza is one company that has capitalized on mocial marketing and reaped the benefits. It attributes a 29% increase in 2010 pre-tax profits to an effective use of promotions on Foursquare. Companies that follow in the footsteps of Domino’s Pizza and put a sound strategy behind mocial have an opportunity to make significant financial gains of their own in 2011.
— Debbie Dryden, VP, Thought Leadership