Mobile Marketing | Christina Motley LLC

Mobile Marketing: The Future is Now!

4 Courses Down & 1 to Go in My Personal Journey Towards an Executive Certificate in Internet Marketing with ASPE and Saint Louis University by Christina Motley–CEO and Chief Gap Eradicator

Smartphones, tablets, and smart watches are only the beginning of the devices that are moving the world into the golden age of mobile. Any device that relies on Wi-Fi or an Internet connection is considered mobile, including Bluetooth and Radio Frequency Identification (RFI). For business and marketers going mobile is not a matter of want to, it is now or soon will be a matter of need to or risk being left behind.

The MMA (no, not Mixed Martial Arts) the Mobile Marketing Association, defines mobile marketing as “a set of practices that enable organizations to communicate and engage with their audience in an interactive and relevant manner through any mobile device or network.” 

That being said it is no secret that the world is mobile. According to A.T. KeArney’s and GMSA’s report on the Mobile Economy 2013 Almost half the population of the earth now uses mobile communications. A billion mobile subscribers were added in the last 4 years to leave the total standing at 3.2 billion and they estimate it exceed 4 billion in 2018. In a recent article in The Atlantic by Richard Ting (SVP at R/GA) “Statistics also show that globally “dumb-phone” users still outnumber smartphone users meaning that the ‘upgrade cycle’ to smartphones is still in the early stages. Imagine a world in the next 2-3 years, where smart phones are in the hands of every consumer and tablet sales will exceed PCs. It will be a world where global internet users will double, led by mobile usage.”

During the 4 day, hands-on, highly-interactive virtual course at American Society of Professional Education’s (ASPE) Mobile Marketing Boot Camp, Instructor Jeremy Smith (@JeremySaid) broke mobile down into 4 categories.

  1. Every organization can benefit from mobile marketing.
  2. All types of marketing – from promotional engagements and direct response marketing to media busying, social media and customer services – can apply to mobile devices.
  3. Mobile marketing is relevant because it provides informative statistics about users’ locations, activity, kind of check in and even time of day.
  4. At the end of the day, mobile marketing fuels engagement through push-pull messages and 2-way interactions.

Like any marketing strategy mobile marketing requires a commitment, best practices, due diligence of competitors, industry experience, digital know how and its own strategy to successfully achieve a business’ goals.  Fundamentally, 5 key factors contribute to a mobile campaign’s effectiveness:
Who is your target audience? There’s no such thing as too much knowledge.

  1. What Is In It for ME from the consumer perspective? Your value proposition and benefit must be on point to drive results.
  2. What are your specific objectives and how will success be measured?
  3. Do you have the resources and budget to allocate internally, externally, or a combination?
  4. How are you going to get the word out and which channels will be used?

The possibilities of mobile marketing are greater than most people think. They extend to feature phones, smart phones, iPads, tablets, play stations, iTouch, e-books, GPS devices and other gaming devices. Essentially any device that relies on Wi-Fi or an Internet connection is considered mobile, including Bluetooth and Radio Frequency Identification (RFI). Remember of one of the most famous scenes in Minority Report, when Tom Cruise’s character runs through the mall and all of the advertisements start delivering personalized messages?

Mobile marketing is not unlike other marketing strategies. It requires a commitment, best practices, due diligence of competitors, industry experience, digital know how and its own strategy to successfully achieve a business’ goals.  Fundamentally, 5 key factors contribute to a mobile campaign’s effectiveness:

  1. Who is your target audience? There’s no such thing as too much knowledge.
  2. “What Is In It For Me” from the consumer perspective? Your value proposition and benefit must be on point to drive results.
  3. What are your specific objectives and how will success be measured?
  4. Do you have the resources and budget to allocate internally, externally, or a combination?
  5. How are you going to get the word out and which channels will be used?

Mobile marketing might not be rocket science, but there’s a lot to consider:  team collaboration, regulation compliance and device adaptability. . Trade associations – such as the Mobile Marketing Association, CTIA –The Wireless Association  and the Groupe Speciale Mobile Association can help provide useful information.

While the sheer reach and the ability to engage someone on their mobile device is beneficial, mobile marketing also touches many diverse areas. Location based marketing allows businesses to support special promotions, reward customer loyalty and offer free items. Short Messaging Service (SMS) or text marketing offers businesses the opportunities to give consumers coupons, encourage conversation through quizzes, or, collect information through polls or surveys. Multimedia Messaging Services (MMS) let businesses deliver audio, animations and videos direct to consumer, again on their mobile devices.

The bottom line?

Mobile marketing can help businesses attract new prospects, re-engage former customers, reward repeat customers, foster customer loyalty and differentiate a company from its competition. While big names are going mobile – Jimmy Choo, Justin Timberlake, President Barack Obama are just a few –  mobile can also be affordable and effective for Small and Medium-sized Businesses (SMBs).  As the industry grows, so will the number of agencies, consultants, providers and experts, who can help guide marketers and businesses through the mobile evolution. 

Learn more at  our new mobile-friendly, responsive website: www.christinamotley.com 

 

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