The future of micromobility passes through communication
Micromobility is becoming more and more prevalent in our cities: we are talking about a revolution that could radically change the way in which we move, resulting in various advantages for both urban traffic and the environment.
This service includes different means of transport: from electric scooters to hover boards to bicycles. The growing demand for services in urban transport follows the path of car-sharing companies or new taxi services such as Uber.
These innovations, which are already changing the way we live in cities, owe their success also to precise communication strategies: those who live in cities will surely have stumbled upon a micromobility service parked along the sidewalk, but what makes us want to download the app and jump on the bike?
Ho to communicate micromobility
Entertainment and storytelling, for example, are the fundamental mechanisms on which brands attempt to win consumer trust. Approaching the target through themes of awareness, in particular through campaigns on social and digital channels (media that are recognized as more ‘honest’ compared to the great classics such a billboard and TV) is one of the keys to the success of brands that are investing in micromobility. On the one hand, the ecological breakthrough: these services want to offer consumers the opportunity to move around the city through non-polluting, if not zero-impact means, such as bicycles. On the other hand, the sentiment of smart cities is also driven: a philosophy that sees man, environment and city linked by a technological connection, as could be an app that allows people to use alternative mobility.
Although it may seem obvious, targetization and analytics are of paramount importance. Brands that want to emerge in a constantly evolving and competitive market must know the profile of their potential users with extreme precision. What home – work route does our client usually make? Which neighborhoods does he or she visit the most? On which occasions? It is thanks to the knowledge provided by this data that web advertisement campaigns achieve the best results.
Finally, it is essential to mention the very strength of the brands, that is, the image they give of themselves and the trust they know how to emit. It is no coincidence that the main carsharing firms, which have acted as pathfinders to micromobility, are services that are owned by the ‘giants’ of classic mobility. Fiat, BMW, Eni… these are brands that, due to history and tradition, are at an advantage when it comes to winning over their target. The brand which will dominate the market of new urban mobility will be the brand that has excelled in communication, as the clients we will see moving about in the city will be won over online.
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