Surprisingly, more brands than you think have yet to get into mobile media or advertising. The prudent forward-looking professionally paranoid marketer will get started and get smarter about mobile media and marketing now.
During the ascent phase prices are affordable. Content and merchant partners are flexible and open to experimentation. And so far, nobody, with the possible exception of Facebook, has a lock on a killer app, game-changing technology or critical market segments.
Here are five baby steps to get started in framing your own mobile marketing program.
Focus on Core Values. Lead with your long suit. Don’t try everything at once. Try one thing. Buy display, mobile search, or in-app ads promoting the product or service most in demand by your customers or prospects. Zero in on something closely identified with your brand identity or your unique selling proposition.
Solicit Response. Ask customers to do one thing. Ask them to choose, vote, sign up, get a coupon, set an alert, watch a video, or take an exclusive offer. Validate the reach and acceptability of this channel and test your ability to influence incremental changes in behavior. Get them to do one thing, easily and quickly. If they like it, this will add to their warm and fuzzy feelings about your brand.
Cross Platforms. Mobile gives marketers a tool to act or react in real time and to influence on-the-go behavior. A positive mobile interaction expands and rounds out the brand experience. Use mobile to get customers to respond to breaking news or a trending social topic. Given the huge percent of email opened on mobile devices, make an offer that is text-response only. Or solicit a vote, a review, or opinions about something they see or hear in another media channel. This is an opportunity to jump on a social meme, skate on a big event, or associate your brand with something going on in the news or in popular culture that will show your core customers that you get it.
Make an Offer. In return for taking a mobile action within a fixed time frame customers should get a reward. Rewards can take the form of contest entries, discounts, freebies, or coupons and exclusive access to people, places or things. Mobile media is a direct response platform. Stimulate the response, begin to capture opt-ins, look for inflection points like time, geography, or life stage where your brand will be easily welcomed.
Ask for Feedback. Do a customer satisfaction or post-purchase survey using mobile media to gauge customer reactions and gather customer input and feedback. Consumers expect short, fast two-way conversations using text messaging or apps. Meet their expectations. Mobile marketing is evolving. Who better to help you plan step number two than the folks who responded to your initial foray?
Danny Flamberg, EVP Managing Director of Digital Strategy and CRM at Publicis based in New York, has been building brands and building businesses for more than 30 years.Prior to joining Publicis, he led a successful global consulting group called Booster Rocket, as Managing Partner. Before becoming a consultant, he was Vice President of Global Marketing at SAP, SVP and Managing Director at Digitas in New York and Europe and President of Relationship Marketing at Amiratti Puris Lintas and Lowe Worldwide.
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