Who has time any more? Simple question, but I bet I already lost half of you! Time has become as precious a resource as water in Cape Town over the summer months. Seriously. Recognising this, in a recent post I provided some handy mobile hints and tips one could implement in a day. Who has time to draft lengthy strategies when the competition is already implementing while you’re preparing? With all of this in mind, let’s not beat around the bush with a long list of 7, or even 5, top mobile tips for the coming year. Let’s rather look at one thing you can do right now for your brand to immediately reap the benefits of society’s mobile-first culture. Mobile devices are the new horizon for marketers, and they need to be taken seriously as a core marketing priority and not as some fringe platform as if we were all still living in the ’90s. The dominance of mobile marketing is complete and now it’s a question of not if brands are in mobile, but just how deeply they are embedded in mobile-first culture. Unfortunately, while knowing what to do is obvious, knowing how to do it has become much trickier as mobile technology evolves into a hugely-complicated, yet hugely-appealing, plethora of ways to reach the consumer. So, you need to gamify your approach to reach those individuals who are growing increasingly-accustomed to researching and navigating their customer decisions via their smart devices. Most people in the developed world, and across the developed parts of the so-called developing world, now spend at least six hours a day accessing the web on their mobiles. With that amount of time being spent looking at the small screen, brands need to start making access time fun time, and gamification is the key. Work on engaging consumers through something legitimately fun and stimulating. This will keep your brand in their minds! The key word here is ‘legitimately’ – consumers will soon wise up to gimmicky gamification. Mobile marketers keen on a gamification approach would be wise to integrate campaigns with social media platforms. This way, friends and family members can act as brand advocates as they bring new people into your mobile brand games. Lastly, when it comes to gamification, a system of rewards is important because people like to know when they’re making progress in the game or getting closer to some real-world discount. So while badges and points are important, remember that it’s discounts in the real-world that count and progress tabs in this regard are hugely important!

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