Smartphones bring immediacy, personalisation and smartphonesCoinvergence of mobile and social
TV is certainly big, but mobile and tablets are having an impact on old media. Time spent engaging with newspapers has been falling and is now less than 8% of our media time. Time spent in mobile media has risen and overtaken print. Except brands haven’t yet caught on. Spend on mobile advertising is just 0.5% currently – it’s predicted to rise, but brands are lagging behind consumers.
Of course, mobile has also created the rise of the citizen journalist. Even the London bombings, but more recently the arab spring and the death of colonel Gadafy have been recorded not by journalists but by people on their mobile phones.And the channel is no longer broadcast TV. It is being uploaded onto twitter and YouTube within minutes of it happening.
Immediacy, personalisation and sharing
ShowroomingShops will become places to browse – according to Google 72% have browsed, 48% of smartphone owners have used their device to inform their decision of purchase whilst in store. 26% of people have purchased on their mobile whilst instoreOr, if you are Argos, text and reserve – they come the collection pointOr if you are in Korea, they won’t be shops at all
We have these convergent devices, but the next iteration will be mobile connecting to other devices; cars, health, fridges and of course wearable technologies.Google Glass illustrates this well.
Diane von Fursterburg
In a smart world, mobile connects fashionbrandemotivity.com @brandemotivity
The fall of old media Less and less time is spent in print media and more in mobile (Mary Meeker)brandemotivity.com @brandemotivity
New content platforms ASOS Fashion Up is a good example of a fashion brand using mobile as a content platform. The app has allowed them to reach new markets out side the UK.brandemotivity.com @brandemotivity
And the rise of the new Citizen journalists are reporting and even creating the news as it happens. That has an impact on consumer and brand relationships.brandemotivity.com @brandemotivity
Apps such as Thread allow users to share photos of street fashion. And the control moves away from brands. SoMoLo Fashionbrandemotivity.com @brandemotivity
Consumers & brands create in stores Topshop was successful with their summer make-over campaign, Wish you Were at Topshop. Over 2000 photos were shared on their Facebook page, which received 5 million+ views.brandemotivity.com @brandemotivity
Ford’s Fiestagram is a great example of brands co-creating with their consumers. Kickstagram from Foot Locker is a current example of how fashion brands are engaging through co- creation. Brands and consumers co-createbrandemotivity.com @brandemotivity
Shops won’t be shops Tesco F&F popup shop had no tills – items were bought by scanning a QR code or via an iPad. Urban Outfitters are also taking the tills out of their stores.brandemotivity.com @brandemotivity
From Tesco Homeplus in Korea, to Net A Porter in London and New York, brands are showing how they can create stores almost anywhere, with mobile as the tool of interaction. Pop-up’s anywherebrandemotivity.com @brandemotivity
Mobile connects The next iteration of mobile will see devices connecting. Google Glass in an example of this.brandemotivity.com @brandemotivity
If you think wearable devices are uncool, look at how the designer Diana Von Fusterberg used Google Glass in her LFW show. Mobile and fashion collidebrandemotivity.com @brandemotivity