When it comes to marketing, mobile is too often considered a channel—one of several ways to reach the buying public. In reality, mobile is far more than one of many pathways to and from the consumer. Mobile is, in fact, a world apart from Web, in-store and kiosk. It’s not only a channel for purchase, but also a pathway to a brick-and-mortar store or website, and it’s certainly a channel for engagement. Are you treating mobile as the nuanced channel that it truly is?

Taking Advantage of Mobile’s Differences

The differences matter and here’s a breakout of each:

Mobile for purchases – Purchases on mobile have been the long-sought-after goal of many retailers, but are a challenge in the real world. Small screens and being on the go aren’t the best circumstances for getting consumers to buy. We love rich visuals (bigger screens or being there live) when we make our decisions.

Mobile as a pathway to other channels – Consumers are easily encouraged to head for the website or the store by communication on a mobile device. Quick research and location-based searches are mobile’s stock in trade. Notifications of special deals and location-specific events are also ideally suited for mobile, where the goal is to intercept the consumer and steer them to the best places for purchases to occur.

Mobile as a channel for engagement – Engagement is highly contextual, which makes mobile the ultimate channel—it travels with us, sharing the context of our lives. Consumers who are engaged with a brand through a mobile channel are more likely to share the context that makes engagement more relevant and allows for brand advocacy in the perfect moments, like being with friends and family.

A Bigger Mobile Opportunity

These factors, when used together, make mobile a bigger opportunity for those who recognize its subtleties. Capturing the value of mobile’s differences involves understanding the user’s individual motivations and varieties in paths to purchase. This is a modeling exercise of its own, not unlike the way other propensities are discovered, modeled, and executed in real time. Brand awareness, engagement, loyalty, advocacy, and creating a path to other channels are all valid outcomes of a great mobile strategy.