Avionics News April 2016 - 72

series

BUSINESS BASICS
B Y

G R E G

L A S L O

Device directions
How to expand your marketing to connect with mobile customers

T

he joke among friends is that I carry a smartphone
ated a sea change in how consumers shop, according to Gary
almost exclusively to look up arcane trivia. While that's
Cowan, a senior vice president at mobile marketing company
more accurate than I care to admit, I do occasionally
DataSphere. As a result, you should consider how they fit into
use it to check weather and scores, find directions, trade text
your marketing objectives as you guide your customers through
messages, and maybe read a book or two. I
the buying process.
understand it makes calls, too.
For your avionics shop, mobile marketI am, admittedly, not a heavy user,
ing can represent a relatively low-cost
especially when I look around at nearly
opportunity to connect with customers at
everyone else who has his or her head
the very moment they're looking for a prodbowed in rapt concentration. And if you,
uct or service you provide - and it's one
WITH MOBILElike me, wonder what they're all looking
that's gaining steam, according to Kristen
OPTIMIZED SEARCH,
at, research suggests most of them are
Gramigna, chief marketing officer for creditCONTENT AND
browsing, gaming, texting, emailing and
card processor BluePay. But to take advanOFFERS, YOU'LL
checking social media.
tage, you need to know how mobile devices
TAKE STEPS THAT
CAN
MAKE
YOUR
These days, more Americans own smartare used by consumers, how you can adapt
AVIONICS SHOP
phones than do not - including about 80
to harness mobile search, and what else
IRRESISTIBLE,
percent of Internet-connected adults - and
you can add to your marketing mix to take
collectively, we spend more time on these
advantage of the technology's broad capadevices and tablets than we do watching
bilities. If you want to connect with protelevision. According to Mobilestatistics.
spective customers, you must devise a way
com, mobile use accounts for about three
into the device they use most.
weeks of our lives a year. For some users,
they've even replaced the PC as the way to
Brave new world
connect online.
The biggest change delivered by mobile
Not bad for something that didn't exist a
devices allows your customers to carry pordecade ago.
table online access with them at all times.
Put all of this together, and it portends an important trend for
With a few minutes of downtime, that device is out of their
you: mobile-Web users also are increasing mobile-Web shoppockets and onto the Web. Certainly, that access has changed
pers, or at the very least, researchers. These devices have crehow they research and choose products, so you should under-

WHICH IS
PRETTY
SMART.

72

avionics news

*

april

2016



Table of Contents for the Digital Edition of Avionics News April 2016

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Avionics News April 2016 - Intro
Avionics News April 2016 - Cover1
Avionics News April 2016 - Cover2
Avionics News April 2016 - No label
Avionics News April 2016 - 2
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Avionics News April 2016 - Cover3
Avionics News April 2016 - Cover4
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