Well…a love affair according to us, but more of a divorce according to most brands.
Technical advance in the IT sector is completely reshaping the way businesses and brands interact with their customers. It creates new marketing practices and gives opportunities for new business models.
Computers and the Internet have changed many things in the behaviours of brands as well as the ones of their users. On the Internet, the speech of an individual can be worth as much as the one of a company. Some people have more fans or followers on social networks than some of the most global brands. While it provides people a more important power and the capacity to reach a bigger audience and be listened to, this gives brands the opportunity to create intimate relationships too.
On another hand, new technology enabled people to be constantly connected, whatever the place of the time, with mobile devices such as laptops, smartphones or tablets.
Brand-utility.com has surveyed 150 students to get insights on how brands can be more useful to them on mobile devices, and how this added value affects their attitudes towards the brands.
We came up with a conceptual model that will help brands shape their relationships with customers or potential customers on mobile devices in a better way. In short, companies should always keep in mind that people are only contextually sensitive and that they should satisfy instant needs.
The study is available for download on Scribd or Slideshare.