Developing World Reveals Future of Mobile Lead Gen
By Ori Carmel | VP of Performance Strategy
To understand the impact of mobile on the lead-gen industry, and online marketing as a whole, one should head to Ghana. That’s right, Ghana.
Say bye-bye to your Madison Avenue office. Hail a taxi JFK bound and ask Siri to book a flight to the villages around Accra, where you will find some of the most advanced, sophisticated and interesting examples of how mobile can and will impact the lives of consumers and the advertising and marketing agencies who aim to influence their purchasing decisions.
Lacking infrastructure, entire regions in the developing world have leapfrogged the PC era. People in these regions rely on mobile technology to operate and streamline many aspects of everyday life, including business interactions, regardless of how large or small those businesses are. At the click of a button individuals can conduct their entire business cycle, including acquiring new customers and solidifying existing ones through mobile-optimized e-commerce and lead-gen platforms.
Implications for Lead Gen
For the lead-gen world, the implications are massive. As the U.S. transitions to the complete mobilization and personalization of both information and access, potential and existing consumers can now be reached at any time, in any place. This ongoing shift, which is only speeding up, is changing consumption patterns of information and purchasing right before our eyes. Marketers can gather more precise and relevant information to better tailor offers to behavioral and demographic profiles. Brands can pinpoint the exact moment at which a potential client is most receptive to signing up or converting.
Furthermore, with increasing resources going toward tailoring brands’ mobile presence and usability, consumers continually grow accustomed and now expect to be able to gather info, sign up and transact online. As a result, consumers are more receptive than ever to being targeted for intelligent, value-driven offers and opportunities on their mobile devices.
The future of PC usage in the US, or anywhere else for that matter is far from obsolete. However, it is certainly past the growth stages of its life cycle. Farmers in small villages in Ghana farmers operate entire economic ecosystems from their smartphones. Here we just now perfected using mobile to pay for our coffee at Starbucks, but we’ll get there.
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