A click for the real world—that is what consumers tell us they want. The ability to satisfy an impulse and click to get more from the real world. The "real world" equals restaurant menus, landmarks, packages, retail marketing materials, event signage, brochures, hang tags, bus shelters, taxi advertising, fast food cups … really, the list is endless and the opportunities are boundless. But what is "more"? In 2013, we learned a lot about what more is to the consumers who drive our businesses.
More from the digital channel has actually been evolving for quite some time. Around 2004, businesses expanded what could be accomplished via an online click with what we now call Internet 2.0 functionality. Was this because business identified a latent demand for greater digital capabilities, or did consumers demand more than what common brochure-type websites offered? The answer is, "Both!" The convergence of these two influences resulted in highly sophisticated digital functionality that has become the norm. Long-standing, manual, human procedures (like looking up a location on a map, clipping a coupon or checking the weather) have been transformed into highly connected experiences, taking advantage of complex digital platforms.
Despite sophisticated consumer use and demand for more, businesses are still trying to figure out how to deliver more to consumers using mobile as a platform. While consumers are demanding the ease of the click and Internet 2.0 experiences, marketers have delivered highly functional apps that require consumer commitment and QR Codes that connect to underwhelming, static Web pages. As marketers, we seem to over deliver what consumers do not necessarily want (as evidenced by the fact that, in most cases, consumers only go back to an app once after downloading) and under-deliver what they do want—more turnkey access to highly sophisticated functionality.
The new twist with mobile is that the highly sophisticated functionality can be contextual—not only based on prior consumer experience, but also based on the consumer location and the reality of their real world needs/desires and the time.