We interviewed Magnus Jern, President of DMI International, about the current state of mobile marketing, how to communicate with customers on mobile, the next digital revolution and his favorite apps. Here’s what he said.
1. Is Mobile the Main Communication Channel of Today?
It’s not, but it should be. The majority of emails are already read on the phone, most website visits are mobile and 75% of all social media activity happens on mobile. For Facebook, more than 50% of revenue is already mobile.
However, most brands are still working on catching up with mobile marketing and communication plans as the market has shifted extremely fast. The mobile channel will no doubt become the main communication channel within a few years.
2. How Can Brands Communicate with Customers Through Mobile?
Forget about what you’ve previously done on the web and with e-mail. Start with the individual customer you are targeting and how they use, consume and communicate through their mobile and shape the content, design and message based on this. Use whatever combination makes sense between web, e-mail, push notifications, apps, beacons and SMS, but make sure every communication method is useful to the customer and that it stays consistent. Alos ensure the core platforms are included in your plan as that’s where your customers are.
3. You Talk About the Core Platforms to Reach Customers. What Does this Mean?
Primarily Facebook and Google (search and YouTube), but also Instagram and LinkedIn (for B2B) have gained such critical mass that we now depend on them as communication channels. This is where consumers spend their time every day on the mobile.
It’s very challenging for other apps and platforms to gain traction and get any attention from users unless they fulfil a core need in our lives. Most app start-ups die fast, especially if Facebook or Google competes with them in any way. The most successful mobile start-ups and game developers actually leveraged Facebook from the start including Tinder, King (Candy Crush), TripAdvisor and Instagram.
4. What Is the Next Big Digital Revolution?
During the next 5 years there will be an evolution rather than a revolution. Mobile and desktop technology and other interfaces will all melt together and focus will be on the users’ context (location, situation and needs) rather than the device. Industry and media have talked about personalization for the past 15 years and it’s finally happening thanks to better tools and access to a lot of data. Virtual Reality will get a lot of attention this year within games and entertainment and less so in information and communication other than for PR stunts.
5. What Are Your Favorite Apps?
- Work tools: LinkedIn and Outlook
- News: BBC News and Bloomberg
- Social: Facebook and Instagram
- Communication: WhatsApp, Skype and Gmail
- Locally: Foursquare and Google Maps
- Travel: Booking, HotelTonight and eDreams
- Loyalty: Virgin Red (developed by DMI)
- E-commerce: Amazon