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Thursday, April 19, 2012

Talking less but communicating more: How are your consumers using their smartphones?

Observation:  An interview with Ewan Duncan from McKinsey appeared in yesterday’s Marketing Daily, exploring the distinct ways that younger consumers are using their smartphone devices.  Duncan refers to the devices as “digital Swiss Army Knives,” and reminds us that talking on the phone is just a small part of the tool’s value.  Click here to see the story.

Implications:   Duncan’s remarks remind us that digital marketing is not a one-size-fits-all-demographics proposition.  The digital divide is alive and well, not just among those consumers who have or do not have access to computers, iPads or smartphones, but also in the way that different cohorts might use those devices.

Considering the way your most important customers (or prospects) are using their digital devices, is your web presence optimized to fit their technological comfort level?

Mike Anderson, for the Elm Street Economics consumer trends blog. A service of The Center for Sales Strategy, Inc.

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