April 4, 2013
A few weeks ago, my dad and I were talking about the policy on airplanes to turn off all devices from the time the door closes until the plane has reached 10,000 feet.
My point: I don’t have a problem powering down for 15 or 20 minutes. It’s when we get delayed on the tarmac for an hour or two that I get antsy, though lately the pilots seem to let you reconnect while you wait for take-off.
His point: “I don’t see why people feel the need to be connected all the time anyway.”
A predictable response based on generational differences? Perhaps. But what made it a particularly interesting comment is that he said it while using his iPhone to find the least traffic-ridden route home to CT from NJ.
This, then, is the mobile mind shift: The expectation that the info you need is available whenever you need it on any appropriate device — without having to make a conscious effort to stop what you’re doing, decide which device to use, turn it on, scroll, click, etc., and eventually find what you’re looking for. You want to know what the traffic’s like? Here’s the map. You want a table for dinner? Reserved. You want to know the weather? Done.
The result is a customer with extremely high expectations that you must be ready to meet, or risk irrelevance. The key to serving these customers will be to shorten the distance between what they want and what they get; to refocus your marketing efforts to deliver utility at speed; to make your customers’ lives better rather than just making your messaging better.
A taste of this research is available in the video below, but I’ll be sharing much more detail in my speech at Forrester’s Forum for Marketing Leaders in Los Angeles on April 18th.