Mobile + The New Direct White paper

Nov 10

JonathanDirect, Mobile , , , , No Comments

At Digital Cement, we’re focused on digital direct marketing. As part of articulating our POV on how specific digital channels can be used in effect customer acquisition efforts, I wrote a white paper on mobile as a direct marketing channel.

Here’s the intro to give you a flavour for the paper’s scope and focus:

Your customers are moving targets. You work hard to get their attention – at home, at work, shopping, going to the movies and out at other public place and events.  The challenge is that it’s hard to know where they are at any given time and whether they’re receptive to what you have to offer.

So imagine if these elusive customers would not only share their locations with you, but also grant you permission to deliver what they need or want when it’s most useful and relevant to them.

Solving customer problems and inspiring customer action anywhere and anytime, but especially at times when your customers need it most, is the promise of mobile marketing. It is also the power of mobile as a direct marketing channel.

Outlined below is a foundation for successfully using mobile in your direct marketing mix. It begins by appreciating three mobile attributes that have shaped customer expectations. Then, it outlines how you can use what you know about your customers to give them a reason and a way to take your brand with them.

This is not a paper for marketers waiting to be convinced that mobile has arrived.

This is a paper for marketers who know that customers would rather lose their wallet than their phone.

I go on to cover:

  1. Mobile’s Triple Play – Connectivity, Context and Relevance
  2. Understanding Customer Habits and Preferences
  3. Building Mobile Destinations
  4. Giving Customers a Reason to Visit
  5. Driving Customers to your Destinations
  6. Understanding Customer Activity

The paper is a survey of these subjects rather than an exhaustive treatise.  It’s meant to provide thought starters for deploying mobile marketing programs in a way that sets the foundation for sustainable growth and verifiable success framed by a customer-centric approach.

You can find the paper here.

Hope you find it interesting and useful. Feedback, as always, is welcome.

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Recent @JCDunn Work Blog Posts

Apr 29

JonathanDirect, Mobile, Mobile Marketing, crm , , , , , No Comments

In the past month or so, I’ve been contributing content to the newly launched Digital Cement blog – The DC Round Table.

The blog is the work of our demand generation team and the subject matter focus is SEO/SEM, social media and mobile. I’m contributing the latter…surprise!

I’ve four posts up there that you might find interesting:

1. Ready, Set, Go! A DC Mobile Kickoff

In this post, I outline the Digital Cement mobile practice, our philosophy, a bit on the service offering and some questions we use to frame all mobile marketing discussion.

2.  Does Your SEM Strategy Include Mobile?

This post talks about a stat Google released about the connection between mobile search queries and location. I’ve added some content and outline two important distinctions between web and mobile search. Nothing ground-breaking, but some hopefully useful ‘get -started’ stuff.

3.  Mobile Marketing: Toronto Public Health and SMS Success

Here I look at a recently launched program aimed at helping youth discuss sexual health issues and providing discreet ways to access sexual health resources.  I share some the program experience and discuss the reasons why I feel this is, strategically and tactically, a very solid program. Hint: It’s got something to do with how much teens text.

4. Canadians, SMS and Sore Thumbs

The CWTA has released numbers for the volume of text messages sent by Canadians. They show impressive growth in both peer to peer and short code messaging and I offer some brief comments on considerations for SMS as a customer acquisition and CRM tool.

Hopefully something catches your eye.

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