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fredag den 17. februar 2012

Is it possible to leapfrog mobile devices to enter Social Media topics?

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Today more than 40 millions Americans[1] are using their mobile devices to get social. Young people live with their mobile devices as a part of their social and knowledgeable network. People in the 3rd world uses, mobile devices to get information and knowledge which their less developed infrastructure can not give them. Due to the fact that mobile devices are cheaper and easy to access the 3rd world user are able to get the information from abroad. The fact is that Mobile Social Media (MSM) is already main-stream in the delivering of being social. MSM gives the enterprises the possibility to tap into consumers, intrinsic motivation and herby increase the influence of their buying behavior with extrinsic motivation factors. Last but not least all mobiles are going social.  
  
But how do we define MSM is it as simple as online social networks on mobile devices or are we talking about something quite different?
It all ends up in how the mobile user will be motivated and this is both intrinsic and extrinsic motivation. One aspect which appears again and again in the blogs and papers written about social media is the importance of proper content. There is no difference in MSM intrinsic motivation for the user.
  • The MSM users are motivated by:
  • Share content via social channels
  • Connect mobile sites and apps with social networks
  • Sharing and streaming content
  • Social gaming
The purpose for a marketer is to create a demand for his products and services and to increase this, the marketer offers extrinsic motivators (money, goods among others) to the consumer/user. What the marketer must take care of is the risk of depleting consumers, intrinsic motivators by overloading the consumer with to many extrinsic motivators. By getting the MSM user/consumer to seek only for “what is in it for me” will affect the consumer behavior to wait for awards instead of being attached by the content. The effect from the marketer will be short-lived and end in a dead-funnel of demand for more and more awards to react on information from the marketer. So the definition of MSM is not only being online it is also to create the right perceptions for the user of the mobile device and secure that he/she is motivated to use the mobile device on social media and networks.

What will increase the Mobile Social Media in the future?
Let us, state one important factor for the future – it is not possible to leapfrog mobile devices to get into social media fast. Second there has to be an increasing possibility of selling goods and services to MSM consumers to get increase the investments in the technology that can expand the future trends. Speed is an essential factor for MSM to be even more popular so;



·         5G faster broadband will accelerate MSM
·         Think beyond the phone and I-pads – the next generation of technology is the helmet    screen in a fighter pilots helmet – an eye tracking device which will get information even quicker to the user – actually with a blink of the eye.
·         RFID – Radio Frequency Identification Devices – the replacement for barcodes where you suddenly can store huge amounts of information that apps can bring to live by connecting your mobile device to the RFID tack. An example is: Marketers who are interested to promote their low fat products can give the consumer the possibility to check the product via the RFID tack and the mobile device for example fat percentage.
·         The increased MSM information that will be brought to the consumer/user will both bring advantages and scarifying information. The speed of information will give the consumer the opportunity to act on the right time in a buying/selling situation. The scarifying stories come with the same speed but not necessarily bring any benefits to the consumer.
·         Eventually all media becomes MSM.                                                         

The future will bring an increasing use of mobile technologies to a much wider range of devices and therefore the point is it will be difficult to leapfrog the mobile devices when you are talking of social media, the two things are closely combined.


[1] From comScore press release October 2011