In the last few decades, marketing primarily involved utilizing the media, the internet, and email to engage with consumers.
“But it’s a different world today, when almost the worst thing that could happen to most people is losing a smartphone.”
That’s according to Christopher Dean, CEO of Swrve, a San Francisco-based startup that is seeing triple-digit revenue growth by helping clients including The Guardian, Conde Nast, Warner Brothers, and Microsoft engage with mobile consumers. Here’s what Dean says about what companies need to know about how marketing isn’t what it used to be.
1. Marketing is no longer public, it’s personal.
Unlike traditional marketing in public spaces such as billboards, magazines, and television, the smartphone is a highly personal space for the consumer, and requires an entirely different engagement mode, where people spend the majority of their time, needs to be tailored to the experience users expect when they engage with apps. In other words, however you’re trying to engage with consumers, it needs to be personal, immediate, relevant in real-time, and in-context. Plus, the entire experience needs to feel seamless and frictionless, which can be a challenge for digital marketers.