Marketer, don’t be a mobile dinosaur

An article in today’s TechCrunch summed it up nicely: Twitter Study Shows Its Mobile-First Users Are Younger, More Engaged And Easier to Market To. If you don’t see what that means, repeat it to yourself again.

There’s money in mobile-first

The world is ultimately driven by economic models and Twitter is telling us that social interaction can be monetized, even at 140 characters per message. It also says that those who primarily use mobile devices aren’t outside of the economic picture at all. What really matters, though, is the trend that shows up. Mobile first is here, it has economic value, and will grow quickly as the mobile-first generation continues to enter the marketplace.

Twitter members who do mobile more than other methods are also 57 percent more likely to create original tweets, 63 percent more likely to click links, 78 percent more likely to retweet and 85 percent more likely to favorite tweets. In general, they’re more willing to engage with the content of others and of brands, since users who are mostly mobile are 96 percent more likely to follow 11 or more brands, and 58 percent more likely ro recall seeing a Twitter ad…”

There are still plenty of brands that haven’t adopted or figured out a strategy for reaching the mobile-first crowd. And it isn’t just a mobile-first issue. Many brands struggle to even ‘see their customer’ and know how to engage properly.

Mobile/social role model

Few have it more figured out than Oreo, as we saw during the Super Bowl and the Mars Curiosity Landing. They’ve managed to create social virality over and over that works brilliantly for the mobile-first class. There’s lots of ground to cover before most companies can get close to what Oreo is doing.