BrandArena: Why The Future Of Marketing Is Mobile

Wednesday 17 February 2016

Why The Future Of Marketing Is Mobile

Consumers aren’t just spending more time on mobile devices—some are using a smartphone or tablet as their primary internet-connected device.

While lots of people are already shopping on mobile devices, 63% of people expect to be doing more mobile shopping in the next couple of years. It’s no wonder that analysts predict that mobile devices will account for 30% of global retail e-commerce spending by 2018.

With sub-US$50 smartphones on the way, rapid improvements to telecom infrastructure, and the availability of affordable cloud applications, the mobile Internet is rapidly transforming the way that Nigeria does business.

It is empowering enterprises to be more flexible, responsive and efficient than ever before. That’s according to Magnus Nmonwu, Regional Director for Sage West Africa , who says that Nigeria is adopting the mobile Internet as quickly and enthusiastically as it did mobile voice services some years ago. “Mobility is the growth engine of the Nigerian economy,” he adds. “It is helping people to enhance their lives and to improve their standard of living, while enabling enterprises to transform how they operate.”

According to statistics from the Ericsson Mobility Report, total mobile subscription penetration in Sub-Saharan Africa is about 80% but will grow to 100% and 1 billion mobile subscriptions by 2021. Nigeria, as one of the largest mobile markets in Africa, is leading the trend based on these results. As one example of mobile’s impact on Nigeria’s economy, consider the fact that the Ministry of Science and Technology forecasts that the mobile market will be worth US$166 billion dollars in 2020 and directly employ about 2.7 million people.

All signs indicate that traditional website usage as we know it will continue to diminish, but the opportunity in mobile is just starting to heat up. The term ‘mobile’ today is hardly limited to websites and apps. It is starting to encompass wristwatches, televisions, homes, virtual reality, and even cars.

The concept of the ‘connected self’ is happening right before our eyes but it is evolving from an unexpected place. Things like the smart fridge or smart coffee maker, which garnered so much buzz a few years back, are now just endpoints of much more powerful, centralized, mobile hubs which are still being pioneered primarily by Apple and Google.

It is imperative that brands should focus on establishing their own unique mobile-centric hub from which it can continue to evolve digitally over the next decade and beyond. The more your brand is mobile nowadays, the easier it will be to stay mobile in the future. The easier your brand can stay mobile in the future, the stronger your brand’s relationship will be with the user. The stronger your brand’s relationship relationship is with the user, the more valuable the user will become for the company – and vice versa.

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