Instant access to information through mobile devices has empowered consumers and changed their buying behavior.
The advance of mobile technology revolutionized the way consumers interact and behave. Immediate access to information through mobile devices transformed the way people search for and consume products and services, giving them greater decision-making power.
According to the latest Global Trends survey by Ipsos, people tend to interact with their smartphones about 220 times a day. In addition, one third of the world’s population (more than 2.5 billion users) currently uses some instant messaging app to communicate.
This also allows them to make purchases from anywhere at any time, comparing prices, products/services and, above all, experiences. Consumers now expect a smoother shopping experience, tailored not only to their needs but to their convenience.
They look not only at the quality of the products/services they want to buy, but also at the exclusive, personalized services brands can offer them and, especially, how quickly they can receive them.
These people have set face-to-face contact aside and expect to be able to communicate quickly and effectively through virtual means, via various channels: social media, instant messaging (chats), digital platforms, since they let them feel closer to the brand, as it can respond quickly to their
inquiries and provide better service.
But this technology doesn’t only bring benefits for people; through geolocation, businesses can send specific messages and offers to consumers who are near their points of sale or special events.
This not only increases the relevance of communications, but can also generate a higher return on investment by targeting potential customers at the right time and in the right place.
Mobile technology opens up a world of possibilities for consumers, who are increasingly demanding in their purchases and value, more than ever, integrated services and omnichannel, but it is also an opportunity for companies to create marketing and public relations strategies that let them reach this audience more effectively and, through big data, generate personalization and direct interaction to build long-term relationships.
