The Marketing Corner

Not long ago, in what some of the younger generation might consider the dark ages of the 1980s, one could recall standing on a corner or at the airport waiting for the next available pay phone.

Let’s not forget the calling card that was needed in order to place a long distance call. Plus, do you recall when cellular phones entered the marketplace? These phones were available to consumers in the early 1990s.

Many consumers would literally only have their phones turned “on” to place a call and immediately turn the phone “off” after the call was made. In many instances, consumer’s usage habits, at that time, were strictly for emergency purposes.

As with anything, evolution does occur and cellular phones evolved into wireless devices. Many consumers opted to purchase smartphones because of the extensive features available. As smartphones continue to grow in popularity, today’s consumers have evolved their mobile usage into a proliferation of tasks: texting, surfing the Web, social networking, and e-mailing, and so on.

Particularly with the Millennials (age 18-34), mobile phones may be the only telecommunication services paid for on a monthly basis; hence no land line. This is a benefit to business owners because Millennials will not only review texts from advertisers but make a purchase with higher frequency than any other generational group.

For many mobile phone users, they see their device as a conservatory of their persona! Literally, their mobile device is their life and many personal and/or business-related details are stored on it.

With that said the usage habits have drastically changed from the time that cellular phone first hit the market. Expect consumers to use their device at home, on-the-go, commuting to and from their workplaces, and watching television, and so on.

Since mobile users are searching for information about products/services more times per day and from wherever they may be, this is an ideal arena for advertisers to ensure “search” campaigns are part of the overall marketing tactics.

This is a fertile ground that is bearing fruit to those who have sown seeds. If you haven’t jumped in, it is time to seriously consider it.

Adele Lassere is a marketing/advertising consultant with 20 plus years experience, freelance writer, and soon to be published author of “Elements of Buying: A How To Advertising Reference Guide for Business Owners.” Adele was recently listed as Black Enterprise’s 2011 Top Execs in Marketing & Advertising. Contact: lassere@bellsouth.net