Carla is a recent graduate from Emerson’s Global Marketing Master’s program and an intern at the web 2.0 strategy firm SocialSphere in Harvard Square. She is a writer for Gals’ Guide and will be launching her own blog. She is also looking for full time opportunities in September. More information can be found at her web site www.carlablumenthal.com.
Remember those quizzes in teen magazines you took to find out what celebrity you were most like or what your style told about you? Move over Cosmo and make room for Pew.
Pew Internet and American Life Project recently released a report and corresponding quiz about the mobility of our technology and society. The fundamentals? Technology innovation drives the portability of our information (not surprising, right?). But the implications are crucial to your strategy.
Think about the transition from home phones, to answering machines, and onto the information that our mobile phones carry. Each change in technology has allowed us to become increasingly portable.
Our mobile devices and computers have a symbiotic relationship. We read a blog post on our laptop and transition onto our mobile devices to finish it on our walk to work. Our mobile devices are increasing the frequency of our Internet consumption as 39% of the adult population has seen the frequency of their online use grow as they increased their mobile use. It’s a big circle.
Really, it comes back to the intersection of trends and demographics. The study divides users into ten different categories based on what technology they have, what they do with what they have, and the attitudes of the technology. How a user interacts with the technology will determine what you need to do next. (You can even take a quiz to find out what type of tech user you are. I’m a Digital Collaborator.)
So what are some of the big takeaways?
1. The home is no longer the ultimate center point for your messaging. TV and Internet had to be consumed in home. Messaging through all areas of mobile including GPS, applications, texting, and picture/streaming video needs to be integrated in your campaign. It’s complementary.
2. Find how your consumer uses mobile tech. Research how your current customers are using these technologies and how your brand or service can complement what they do everyday. If they aren’t using these technologies heavily, think about how you can still have a presence. (Also, for fun take Pew’s quiz and see what group name you are assigned. Think about where your consumer would be assigned as well.)
3. Mind the gap and be a step ahead. How each group uses technology varies greatly, so if your consumers fit several of these categories make sure that you have strategy for each. If one segment of consumers is tech-heavy, still include a component for less tech-savvy consumers.
4. If you don’t have a mobile strategy, you’re behind. Start now. Integrate! This study was completed in late 2007 and much has changed in the mobile world since then. The key here is to integrate a mobile strategy to complement your marketing plans.
5. Adapt, adapt, adapt. The technology is changing so rapidly and your consumer will adapt. Have a strategy that is flexible.
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tagged as carla blumenthal, cosmo quiz, Emerson marketing masters, mobile social, mobile social technology, Pew, Pew quiz, social sphere
