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Top Mobile Marketing Success Secrets
By: Ted Curtin
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From brand engagement to consumer functionality, few areas of the current marketing landscape offer as much promise and potential as mobile marketing. Whether you’re in a B2B vertical or a direct consumer market, your customers are mobile and they access information and content across a variety of channels and screens. If you’re not providing an environment of seamless interaction with your integrated marketing message, you’re still not a mobile brand.

Always within reach, mobile devices provide the ultimate opportunity to connect with your customers. It’s the marketing trifecta of the right message, to the right person, at the right time and place. Do it right and you reinforce your brand as a useful and trusted companion; an indispensable component of the twenty-first century digital Swiss Army knife. Do it wrong and you have a glowing half-inch square reminder of your brand’s lack of value until customers get around to deleting your icon, which once represented their desire for a meaningful connection with your company.

If your organization already understands the importance of mobile and is committed to successfully integrating it as a valuable customer touch point across your organization, there are a few key considerations that need to be factored into your strategic plans.

Content/Design
Simply trying to replicate web content and online assets into a mobile environment doesn’t work. For one thing, it probably won’t fit. By optimizing relevant content for a mobile setting, in an appropriate size and scale, you’ll make it easier for users to interact with your company and obtain the information they need.

Consider looking at this from another perspective: optimize your entire digital presence for mobile users and then expand as necessary for other means of interaction (Web, WebTV). We will soon see mobile Internet access surpass traditional means of connecting. The benefit of a truly mobile-first strategy is the ability to reassess your current online presence. By now, your existing digital assets have probably become cluttered with extraneous, seldom-used, and possibly even outdated content and links. Mobile’s streamlined size requires an efficient offering of only key information and services, and that makes for a much better user experience.

Smartphones have reached a significant 44% market penetration and arguably offer more creative and interactive ways to engage your customers, but don’t ignore feature phones that still cover the majority of the mobile consumer market. Make sure you test your mobile presence across a variety of devices and operating systems.

Value
Solve a problem, add value, and reward the customer. Repurposing existing digital assets and replicating other online content doesn’t address the need to provide functionality and likely doesn’t take into account the importance of contextual relevancy. Someone browsing your website from a home computer likely has much different needs than the person who is connecting with your brand from their mobile device. Their needs and intent are quite different. So is the opportunity to drive traffic and engage your customers. Think of the context of the interaction and then customize your content to provide more meaningful value. If you want to develop the mobile channel to encourage future interaction and galvanize your relationship with the customer, reward them for sharing their mobile space with you.

Interaction
Depending on the type of device, the degree of engagement can vary, but your customers are social. They’re busy creating and sharing content as well as promoting causes and interests that are meaningful to them. Smartphones allow brands to take advantage of built in location-based information (GPS), movement sensors, and visual input such as QR codes. This combination of passive and user-generated input enables marketers in turn to deliver the most relevant and meaningful content. Whether it’s real-time customer assistance, local offers and deals, or pertinent product information, the opportunities for interaction have never been greater. With consumers actively publishing and promoting to their own network of followers, if you give people a reason and means to share the content they like most…they most likely will.


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About the Author
Ted Curtin is a recognized strategic marketing leader with over 22 years experience covering online and offline marketing channels. Follow him on Twitter or at TedCurtin.com
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