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In this issue of the Claymanite, we will be discussing trends in mobile marketing. We'll provide information and statistics on different studies that have been done on mobile marketing and also touch on the creative aspect of mobile marketing. We've gathered some news stories, some of our own thoughts, and we invite you to add your insights to the mix!
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Mobile Marketing: It's Not Quite as Easy as it Looks
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Mobile Marketing is a great idea. The ability to reach individual consumers who really want your product has never been so achievable. But as with all things shiny and new, one must be careful not to be blinded by the hype. Mobile Marketing, like all marketing, requires a careful look at just who the customer is and what devices and applications they may be using and at what level of sophistication.
As with any marketing strategy, the first objective is to integrate all marketing efforts toward providing a recognizable, consistent, and easily accessible message to any customer. Google found that a consumer's brand recall can be as high as 74% with such an integrated marketing approach.
The second objective is to take a Mobile Marketing approach that engages the customer and provides relevant and useful messages that respect both the user's time and interests. A video or application that may work well online will likely not translate without modification to a mobile device and vice versa. Further, not all mobile devices are created equal. Planning must include the types of devices likely customers may be utilizing and for what purposes. This frequently means having more than one size or approach for each device.
A third important consideration in Mobile Marketing is to modify the message format so that it suits mobile devices and engages the customer. This may mean integrating the product or service into an 'in-image' presentation. The human mind is very good at ignoring what it is not interested in even when it is on a small screen. A product image that is an integral part of the content of interest is an elegant and effective way of establishing its relevance to the interests of the customer. It may not be the main point of interest but it is not ignored either.
It must never be forgotten that Mobile Marketing devices, apps, and best practices are in a state of constant change and customers are likely being bombarded with marketing from all directions. Part of the strategy, therefore, has to be to keep up with what is new and effective and marketers must be willing totally to drop or to modify what was just modified not all that long ago. Marketing of any kind should always feel fresh, friendly, and useful to customers. This is especially true of Mobile Marketing. A large part of this effort will be driven by customers who now directly respond to marketing efforts in a myriad of ways clearly expressing their pleasure or their pain. A positive and immediate response to customers no matter what their message is perhaps the most vital part of Mobile Marketing.
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