Mobile Dependence

It can be agreed that one of the world’s greatest discoveries is mobile phones. And why is it so great? It enables the user to communicate with anyone, anytime, anywhere. Quoted from a journal on macromarketing, today there are more than three billion mobile subscribers throughout the world, and this figure is expected to double by the end of 2011 (Global Information Inc. 2006; World Cellular Information Service 2008). The product itself has been on constant innovation since it first came out in 1977 and it creates a huge need for every consumer to always upgrade to own its latest form.

I think it is fair to say that most mobile phone users become dependent on their handheld device, due to the amount of time they spend on it. This dependence has increased recently, with the release of smart phones, as they facilitate the user to stay connected online at all times. And without a doubt I am one of the victims. Speaking from personal experience, my mobile phone is always used as a getaway resort. That meaning that it enables me to stay in contact with all my friends and family at any given time of the day, which is what makes the tiny device so special. Being a blackberry owner myself I can turn to my phone at times of boredom, loneliness and emergency. An advantage of smart phones is that it comes in major use at times of emergency, or as seen in the following advert, in times of personal emergency.

Tesco Ad

Tesco have released an application that can be downloaded for free on iphones/nokia/windows phones, allowing the user to scan a product’s bar code and add it to their online shopping. This application can totally define the literal meaning of ‘mobility’ on the phone as a consumer might just be walking in the street and be scanning bar codes without being anywhere near a supermarket. Many users have found this app useful, however, complains have been starting to form as the update of the new app is not working (Tesco Groceries Ad Reviews). Even though applications like the Tesco Groceries App make a consumer’s life practically a lot easier, a further question regarding the digital world is raised; is digital ruining the real world and contact amongst human beings.

I would say that this question is most likely to initiate from the older generation, who is more used to the traditional way of communicating. Majority of studies suggest that younger consumers tend to be more open minded and receptive toward technological innovations (Dickerson and Gentry 1983; Gatignon and Robertson 1991; Rogers 1995). Quoting that, I find younger generation too focused on mobile phone technology as, mentioned previously, they become dependent on their handheld device almost forming a sign of addiction. Many of you would have noticed when walking in public youngsters between the ages of 12 to 16 interacting on their phones, even though they would be with a group of friends. Are mobile devices starting to isolate the individual to the point where they can’t socialise?

Having said that, I personally wouldn’t think to give up my mobile phone for anything, but I can make a distinction between being social and starting to be isolated because of a rectangular box because if randomly one day technology was to become disappear I would want to be able to survive!!

Interactivity; New Digital Bible

With the rapid growth of the Internet nowadays companies are almost forced to follow and keep up with web 2.0, using it as their strict bible. Consumers have become lazier than ever, with expectations to find everything on the internet. And if coming across a brand or product that provides limited information they are left unhappy, fact! Therefore, companies are under a lot of pressure to keep up with technology and trace the way their audience think and act. Which leads to interactivity. Although consumers are becoming lazy and use the web as their getaway and easy access to consumer goods, they always want something more than just browsing a boring challenge-less website. This is where interactivity is becoming a ‘MUST’ in catching the consumer’s eye and maintaining interest towards the brand. 

Looking at Hoffman & Novak’s (1996) model of new interactivity, there is a constant link between the consumer and the firm. This way the firm is able to receive feedback from consumers. Using a medium such as the Internet the firm can keep track of the consumer’s thoughts and actions, working towards improving what they find ‘wrong’ with the brand and looking to reform a positive attitude. Consequently, a firm must construct their web page in a way that it is easy to explore and use. Hoffman et al (1996) suggest that the primary antecedent of the flow experience in the Web is that the consumer's skills and perceived challenges of using the web must be congruent and above a critical threshold. Surely a very complex web page would not be driving traffic towards it, reducing the chances of the general public visiting that site and defeating the whole purpose of interactivity!

French Connection New Online Activities

The above link is an accurate example of the process and intentions of a firm digitally engaging with their audience. French Connection are becoming more interactive with their new strategy of getting their consumers to rate their products and share their views with peers, claiming it will help to reduce returns. A further reasoning to their new approach is to track their consumers’ thoughts on their goods. The company are planning to expand their digital interaction further by encouraging their audience to upload product videos provoking digital engagement with the brand and wider audience. I think this is a clever and interesting way for a company, such as French Connection, to get their audience’s views shared across. Moreover, their method can work as market research as well, when they are planning to produce a new campaign, or maybe they could even form a campaign based on their audience’s thoughts!

Businesses and Facebook

http://www.telegraph.co.uk/technology/facebook/8292744/Facebook-Places-UK-Deals-Starbucks-O2-and-Yo-Sushi-sign-up.html

An uprising way for businesses to monitor their customers is the new facebook app, which detects whereabouts a user is when logging into the site via their mobile phones. Popularity in the application has major businesses, such as o2, Starbucks and Yo! Sushi joining. High successful businesses, such as the ones mentioned previously, benefit a lot from using social networking sites such as facebook, especially if they are aiming to reach the young generation. Showing common interest with their consumers and creating an interactive way to communicate with them builds on brand awareness and brand perception. At the end of the day, business or consumer, who wants to fall behind the trend?

Included in the article, businesses using this application are rewarding their customers for joining and committing to them. This is a great way of creating loyalty and trust between the brand and the consumer, and lets be realistic, if there is a prize involved you are more likely to join!

Social media is an element that, we can almost say, controls our lives nowadays. With facts such as ‘people spending over 700 billion minutes per month on Facebook’, you know that is one trend you don’t want to be isolated from!! Social media is rapidly rising globally and seems to be the most effective way for a business to reach its audience faster than ever. So, if you keep hearing about businesses competing over facebook popularity, don’t be surprised!