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How Mobile’s Trickle-Down Effect is Changing More than Retailers’ Roles

While mobile has undoubtedly become a behemoth in the marketing world, the channel has grown beyond being one of the biggest influences behind retail. It is now responsible for transforming internal and external communication processes, how prospects are courted and new employees are hired, and how chief marketing officers make their bottom-line decisions.

Mobile’s reach is extending past the retail world, stretching into new industries such as finance, advertising, and real estate, ultimately paving the path for a new way of communicating via real-time channels and introducing new technologies that bring unparalleled convenience into marketers’ – and consumers’ – lives.

New prospect-targeting: Mobile’s ubiquity allows marketers to expand their general outreach far beyond what they would be able to accomplish without it. When it comes to winning over new prospects – either business clients or retail customers – this notion becomes invaluable. Take the growing trend of social influencers, for instance. If a particular vendor has a close relationship with several popular social media influencers – whether they be vloggers, bloggers, or photographers – this can become a particularly powerful endorsement when courting a new client.

Senior-level marketing executives all the way up to CMOs must consider how to best leverage mobile to help cement business prospects. This channel is no longer a nice-to-have; rather, it is a must-have. Clients will ensure that whichever vendor they hire has a strong understanding of social media and mobile commerce platforms, meaning that CMOs must also make sure they have the necessary personnel and knowledge to fulfill those expectations.

New ways of hiring: Marketers seeking to fill open positions are now turning to mobile channels more than ever. While paper applications may still be in vogue at some corporations, others are placing open calls for applicants on their social media channels. Resortwear brand Lilly Pulitzer, for example, regularly invites its Instagram followers to click the link in its bio and peruse available positions at its retail stores and corporate headquarters. After all, who better to target than the brand’s biggest fans?

Many brands are also beginning to require applicants to submit their social media handles in their applications, particularly if they are jockeying for a role in marketing and advertising. Mobile enables hiring managers to cut to a prospective employee’s core more quickly, which also showcases how the respective person may fare in a creative environment.

Meanwhile, companies including American Express are allowing jobseekers to apply – and interview – for positions via mobile platforms. In American Express’ case, prospective employees in remote locations can conduct interviews via FaceTime or Skype. The company also screens certain jobseekers by asking them to play a mobile game that tests their response times and answers. Consequently, executives hiring for new positions can leverage mobile to streamline the applicant pool and double-check individuals’ credentials and abilities.

New ways of communicating: Mobile also offers the innate capability of bridging gaps between internal and external-facing employees. A growing number of real estate companies are using mobile sites or apps as communication mediums on which they can share advice, data regarding homebuyers, personal stories and video walkthroughs of properties. This enables realtors to better target optimal customers while also adjusting their selling tactics based on market trends or feedback from their colleagues. This use case of mobile is not specific to real estate, and can work well for any brand with multiple branches or a slew of on-the-go employees. If internal communication processes can be strengthened by tapping into everyone’s most omnipresent personal device – the smartphone – then the brand’s external reputation will also see a positive advancement.

Ultimately, mobile can be used to enhance a suite of services within organizations, as well as within client-facing strategies. The key is ensuring that all employees are educated about mobile’s lucrative potential to streamline processes and fuel sales. Without added support from higher echelons in the company, mobile-centric ideas are unlikely to go the distance.

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Editor, The Mobile Retail Blog

Editor-in-Chief of The Mobile Retail Blog with NewStore.

Topics: mobile commerce platforms

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