Mobile Marketing: The Third Screen Is Here to Stay
Heinrich Marketing
Rick Mijares is in a tough spot. His wife, Veronica, just texted him. She’s got a dead car battery and can’t pick up their daughter, Bianca, at school. But Rick is on his way to the airport, and he’s short on time. Just then he gets a mobile message from United. His flight’s been delayed by an hour. Perfect. He’ll have time to pick up Bianca, drop her at his sister-in-law’s house and still make his flight. Just one last thing. He finds the coupon he received on his smartphone last week from Pep Boys and texts it to his wife. Now maybe the new car battery won’t cost them an arm and a leg.
“Hispanics in the U.S. are avid cellular phone users,” says Laura Sonderup, director and senior strategist at Hispanidad, a division of Heinrich. “They beep, text, page, email and dial on the so-called third screen at a higher rate than their Caucasian counterparts and they spend considerably more on features like call waiting and caller ID.”
In fact, according to Hispanidad, the Hispanic demographic is nearly twice as likely to watch video, take pictures, download mobile music and use a host of other mobile apps than the U.S. average.
Mobile is maturing. This we know. Because this channel provides so many benefits in one exchange—immediacy, engagement, privacy, tracking and measurement—it’s absolutely ideal for creating a genuine consumer connection. Add that to convenience and you’ve got a mandatory component of any multichannel marketing plan. We’re on it.
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