How Brands Could Best Compete in Mobile-First Environment


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Brands can no longer be content with traditional exposure in print ads or television commercials. We have entered into a new world of hyper, high-drive marketing that comes complete with an array of methods to convey your message.

New and more precise tactics fall under the wide umbrella of digital marketing and include email advertising, mobile advertising and website messaging. All of these methods reach the mind of the consumer quickly.

How to succeed in mobile-first business
Image Credit: Pixabay

Mobile marketing must be multi-channel and reach the target audience on its smartphones, tablets, and other devices, via websites, email, SMS, MMS, apps and social media.

Many researchers estimate that more than 80% of Internet users do most of the brand engaging with a mobile device. This new type of marketing has radically altered branding. According to Google, searches on mobile devices have outnumbered desktop searches since 2016.

To effectively engage digitally, brands need to understand mobile users.

Professor, author and global entrepreneur Dr. James Nitit Mah identifies how business people can become more successful in their sales efforts.

Marketers will be more successful if they understand the basics of the customer sensory theory. Technology grows more intricately by leaps and bounds every day and Artificial Intelligence, increasingly used in branding and marketing, even imitates how the human brain functions and how human deep learning works. But what doesn’t change are basic human needs for physical safety and sensory stimulation.

These default sensory needs remain critical no matter how many centuries go by. They apply just as easily to business transactions as they do to everyday life. Those that take into careful consideration basic customer interaction and satisfying customer wants quickly and efficiently will lead in their industries.

Some marketers may believe they know what consumers want and then start pitching the brand, selling product/services, and delivering them. To have the greatest success, you should use the principles of Dr. James Nitit Mah’s consumer algorithm first. He believes that any successful marketer must do “Puresuasion.” He coined this term to signify that consumers must be sold without feeling that they are being unduly persuaded, because if a consumer believes that he/she has made the decision of his/her own free will, then they will have a positive feeling for that business. This will secure business over the long term with the customer.

Dr. James Nitit Mah met with Michael Thomas, Safety for the New York Giants and Steve Scebelo, Vice President, Licensing and Business Development, NFL Players Inc. to discuss this new age of branding in the world of sports marketing.

Image Credit: Dr. James Nitit Mah

They shared ideas on the most effective ways to market a sports brand to millennial, and even younger generations. Smart salespeople know that because of rapidly advancing technology, today’s youth needs to be specially cultivated: brand messages must be striking and colorful and be conveyed with utmost rapidity.

Both Thomas and Scebelo discussed Opendorse, which is a new marketing platform working with brands and players to create partnership content that players can pick from and choose to post on their own social pages themselves.

Advertising and branding for sports teams was once concentrated mostly on television and radio. While those media are important to today’s marketing mix, it is more critical to penetrate online and via mobile devices to ensure that younger people with more disposable income are exposed to a sports team or a sports league and their key players.

Marketers should concentrate on dazzling team web pages and create intriguing tweets and dynamic, visual Instagram posts highlighting their teams. Many people carry their mobile devices throughout the day and are often away from TV and radio. So mobile messages are more likely to do the trick for your brand.

The entry of Artificial Intelligence into the branding world creates even better opportunities to influence your desired demographic.

Today’s effective marketers will explore ways to employ this exciting technology. If the funds are available, it would behoove branders to create ads featuring AI.

What better way to excite a sports fan than to provide a video of your team in which the viewer can put on goggles and insert himself/herself into the action and play along.

Branding needs to evolve along these lines to meet the demands of this new generation of potential customers. Therefore, AI should be strongly considered in a marketing/branding plan if feasible and content should be created that lends itself to this groundbreaking technology.

So, whether you’re a content strategist, content writer or marketing specialist, you need to keep your eye on AI.

Branding experts clearly have to adjust their strategies to the ever-changing ways that most people engage with brands. The effective products and events promoter will from now on market chiefly with digital and mobile tactics in mind.


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