Engaging Mobile Users Across Cultures and Mediums.
Running Head: INTERNET MARKETING CONTEXT
Internet Marketing Context:
Engaging mobile users across cultures and mediums.
Aaron Michael Abbott
Full Sail University
As businesses begin to understand that “mobile devices
offer a new platform for [them] to differentiate themselves
from others and to speak directly with their customers”
(FairWinds.com, p. 1), new opportunities emerge. In
reference to the videos sold by the Institute for Forensic
Education (IFFE), the fact that the content is very graphic
and disturbing to most, allowing free and uninhibited
access via mobile applications through such devices would
be unethical. Allowing the everyday person to be exposed,
in a public place, to a mutilated body is not an option.
However, this does not mean that IFFE cannot be creative
and develop applications for these mobile devices that
reach into the consumer desires for media content relating
to crime scene investigation. Look at the international
success of CBS’s CSI. The topic has international appeal,
which crosses borders and cultures. It is fair to say that
all cultures unite on one concept——that dead is dead. And
we present the reality of death in a professional
environment developed to educate those who have grown true
interest for crime scene and forensic investigation.
Recognizing the fact that “the content they find will
dictate the quality of their experience,” (FairWinds.com,
p. 7) means that IFFE can create user experiences without
showing the actual graphic videos via mobile platforms.
Creating an experience on the mobile devices, will generate
brand loyalty, and the user’s desire to absorb the
uncensored video content, will drive them to that
experience via the computer’s Internet portal.
Figure 1. Traditional Internet versus mobile context of
access and consumption.
“Nokia estimates that by 2015, 5 [billion] people
globally will have access to an always-on mobile internet
connection, and there will be a 100-fold increase in mobile
network traffic” (Clark, 2008). With an ever-growing
number of people accessing the Internet via mobile devices,
and a worldwide interest for the content that IFFE has;
there is a huge potential for the company to generate a
tremendous amount of users via these evolving platforms.
Allowing users to access content that has universal appeal,
regardless of culture, is true opportunity. IFFE, as with
any marketer, must take on the responsibility to understand
the customs and languages of these cultures in order to
communicate the true intent of the brand’s mission. Viewing
a country as an international segment, or digging deeper
and looking into the cultural segmentations within the
countries themselves is dependent on the availability of
money/resources to do so. Ignoring cultural differences in
ones own local geographic population is impossible just
about anywhere——in these days. So how can any company
ignore cultural segmentations from country to country, let
alone city to city? IFFE has a product that has humanistic
appeal that steps beyond cultural differences. Yet, one
must still respect these differences. IFFE must know what
the content translates into in Japanese. Maybe saying “to
preserve findings” means, in that culture, something
offensive. Pursuing international marketing efforts, means
understanding all consumers, which will ensure your brand
is translated, communicated, and received by an ever-
growing Internet consumer culture.
Figure 2. Cultural Uniformity vs. Cultural Variation
In closing, as mobile technologies develop and access
increases globally, companies will have more opportunities
to generate brand awareness with content that crosses
borders and cultures. Creating crime scene games for
mobile phones is one such opportunity for IFFE. Creating a
platform that stimulates interest via mobile devices can
drive brand loyalty. Considering the psychological
determinants of how people communicate, combined with geo-
behavioral targeting technologies via mobile devices, will
allow any company to generate truly effective marketing
campaigns. Respecting different cultures, knowing how and
where they interact, and how they behave on the Internet
must be understood in order to create effectively
innovative marketing communications. Understanding that
“mobile phones are increasingly being used to access more
elaborate data services” (FinancialExpress.com, 2008),
means that you can effectively prepare for the day when the
mobile handheld phone is just as fast as your computer at
home. That the only difference is the size of the screen.
The capabilities of mobile devices allow the marketer to
see when and where the “who” they need to figure out is,
and determine (guess) why they are there. Then the perfect
message is delivered to generate the conversion.
Traditional media only dreamed of these days. For IFFE,
this means appealing to the curiosity for crime scene
investigations via mobile devices, and drive the user to
the reality videos at home, on the computer. Respecting
cultures and communicating effectively with these emerging
technologies and communication mediums will drive
international and cross-culture success.
Clark, M. (2008). Mobile search: all to play for.
Marketing. Retrieved January 24, 2010 from http://w
FairWindsPartners.com (2007). What is the mobile Web.
Mobile Web. 2(7). Retrieved on January 24, 2010 from
FinancialExpress.com (2008). The meek shall inherit the
Web. Retrieved on January 24, 2010 from http://www