3 things you must know about how your audience is using technology
- Wed, September 12 2012
- Filed under: Marketing essentials
Today I call your attention to a fantastic presentation by Google via SocialFish. It shows how consumers seamlessly shift among devices throughout the day - which is critical for those of us in nonprofit marketing and fundraising to understand. It is well worth your time and attention, so I’m including it in this post.
Don’t have time to flip through the whole deck below? (You can also find it here). Then here are three critical take-aways for nonprofits, in my opinion:
1. Consumers use all kinds of screens, all the time: smartphones, tablets, laptops and TVs, often at the same time! So you need to make sure your site and outreach display well on all of them. Because people shift between devices all the time, you can’t think in stovepipes. It’s not about a website strategy vs. a mobile strategy - it’s about one strategy that is supported across all screens.
2. When deciding which device to use, people are influenced by how much time they have, what they need to do, their location and their state of mind. Less complex search on the go? Smartphone. An involved purchase? It may start on smartphone, but it’s more likely to finish on a tablet or laptop. An amazing 80% of search on smartphones is spontaneous! When you think about your email outreach and your donation processes, map them to this research and make it easy for people to start on one device (like pledging money on a phone) and finish on another (like making the donation on their computer).
3. Because the decision to give is often impulsive (and spontaneous) and because they make it so easy to act in the moment, smartphones have the potential to unleash generosity. Mobile giving is in its infancy, but it’s going to become very important in the months and years ahead. Learn the basics now so you’ll be ready when it takes off! Reviewing this presentation is a good place to start:
Comments
This excellent Google report also serves as a reminder of the value of offline content that drives online action or fulfillment of goals.
Great post again and thanks for continually reminding us of the multi-screen world we live in and the increasing importance of mobile. It seems like nonprofits, in general, lag a bit behind but I wonder if we as an industry might be able to be in step or, heaven forbid, be ahead when it comes to engaging people on their phones. Please keep discussing this issue!
Thanks so much! I thoroughly enjoyed this post. It’s chock-full of informative and helpful information…for the nonprofit and for-profit sectors alike!