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:
- Mobile’s Triple Play – Connectivity, Context and Relevance
- Understanding Customer Habits and Preferences
- Building Mobile Destinations
- Giving Customers a Reason to Visit
- Driving Customers to your Destinations
- 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.
Possibly Related Posts:
- Four Mobile Web Experiences You Can Offer Customers
- The 3 Dimensions Of Effective Mobile Email
- Launch and Learn – Driving Campaign Success with In-Flight Optimization
- 5 Steps To Address Mobile Customer Fragmentation
- Managing Your Mobile Marketing Strategy: Introducing the Mobile Maturity Diagnostic.