If you’re a brand marketer looking to establish a mobile footprint, there are three important questions you should be able to answer to set the foundation for sustainable and modular mobile programming.
I’m not going to give you the answers. There are too many variables unique to your brand, your product/service and your customers to address these properly here…and that’s why there’s an industry built around mobile marketing and advertising.
This is a quick post to hopefully orient your thinking about mobile in a way that will set you up for verifiable success that offers your customer genuine and recurring value.
1. How discoverable is your brand via mobile?
Check your web analytics. Getting visits from mobile devices? What’s the experience like for them (god help you if your site has flash)? People are using mobile devices to source information. But mobile devices and user context require different design and content strategies. Make your mobile web presence customer friendly.
Use SMS and QR codes to activate media and promotions, build a mobile database and establish a permission-based on device interaction with customers. Always keep the value exchange in mind. It should be heavily weighted towards to consumer and deliver clear, compelling and ideally repeatable experiences.
If you’ve jumped into apps, how are you driving awareness via existing brand properties and mobile advertising (display + search)? CTRs are high. Consumers are willing. There’s a great opportunity to bridge between ads and other mobile destinations or even to physical destinations.
2. How are you addressing customer fragmentation?
Fragmentation is more commonly used to describe versioning within operating systems that creates development and support headaches. It’s a big issue. I’d argue a bigger issue for brands is customer fragmentation. Not only are consumers spread across the 3 or 4 major Smartphone operating systems, there are also differences in which features consumers are using and to what extent. And never mind the Smartphone vs. Feature phone user.
Understand your customer habits, preferences and device profiles to guide how to best address your target audience.
3. How are you balancing experimentation with ROI?
For many organizations mobile has the ‘experimental channel’ yoke around its neck. Marketers are mandated to deliver clear and favourable ROI. How to balance this? First accept the test and learn mentality as a good thing and not inconsistent with great ROI. Think beyond the single campaign towards a sustained presence. Mobile is highly measurable so set clear objectives and goals at the start. Don’t be afraid to iterate and definitely stay abreast of new technologies and tactics.
Mobile isn’t going anywhere. Embrace it and be determined how to make it work for your brand and you will prosper.
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