Target Marketing

You will be automatically redirected to targetmarketingmag in 20 seconds.
Skip this advertisement.

Advertisement
Open Enrollment | Subscribe to Target Marketing HERE
Connect
Follow us on
Advertisement
 
Greg Hickman

Think Mobility

By Greg Hickman

About Greg

Greg Hickman is a mobile marketing consultant, founder and host at MobileMixed.com, a mobile marketing talk show, resource and community where he's interviewed mobile marketers from brands such as CNN, JetBlue and HipCricket.
 

The Integrated Email

Cyndie Shaffstall
Sowing Seeds
Jul 28, 2014

Back in the day of direct mail, nearly all marketers had seed names on their lists in order to monitor...



Making Social Sell

Jeff Molander
Google Authorship Image Not Showing? Here's What to Do Next.
Jul 25, 2014

Are you Google Authorship images not showing in search results? Are you seeing a drop in site visitor traffic or...



Direct Mail for the Modern Marketer

Summer Gould
Is Every Door Direct Mail Right for You?
Jul 24, 2014

Every Door Direct Mail is a service designed by the USPS to help businesses reach every address in a neighborhood....



Brand Matters

Andrea Syverson
Linger Longer: A Branding Imperative
Jul 23, 2014

"Summer afternoon—summer afternoon; to me those have always been the two most beautiful words in the English language," wrote Henry...



Reinventing Direct

Gary Hennerberg
Stimulating Action With Color
Jul 22, 2014

There is growing scientific evidence of how the brain processes color and how color impacts our feelings and how we...



Marketing Sustainably

Chet Dalzell
The Mailboxes of My Memory
Jul 21, 2014

In my life, I've had a lot of mailboxes. My current box (New York, N.Y.) is part of an apartment...



The Power Punch

Carolyn Goodman
Trickery Is Not a Marketing Strategy
Jul 18, 2014

Despite what some people may think, I was not born yesterday. But lately I feel like I've been duped by...



Big Data, Small Data, Clean Data, Messy Data

Stephen  H. Yu
Big Data Must Get Smaller
Jul 17, 2014

Like many folks who worked in the data business for a long time, I don't even like the words "Big...



Marketing Nuggets

Michael Lowenstein
Avoiding the One-Night Stand
Jul 15, 2014

Stating that all customers are not created equal is hardly an oversimplification. But, just like the pigs in Orwell's "Animal...



Ruthless B-to-B Marketing

Ruth P.  Stevens
B-to-B Marketing Is Falling Down on the Job
Jul 9, 2014

I heard a horror story the other day—a consumer packaged goods executive ranting about a meeting with a vendor. "I...



Keeping Search Profitable

Amanda G. Watlington, Ph.D.
Google: The Elephant for Search Marketers
Jul 8, 2014

Pierre Trudeau, the former Canadian Prime Minister, once remarked about the United States: "Living next to you is in some...



Here's What Counts

Chuck McLeester
Mindset and Measurement
Jul 2, 2014

In her book, "Mindset: The New Psychology of Success," Stanford University Professor Carol Dweck purports that people possess one of...



Muscle Marketing

Wendy Montes de Oca
How to Create High Performing Sweepstakes for Lead-Gen Efforts
Jul 1, 2014

OK, I know what you're thinking … viable leads typically don't come from sweepstakes and contests. And when not done...



Online Video Marketing Deep Dive

Eve Grey
Are Your Videos Champions of Your Brand?
Feb 3, 2014

If you advertise in an ordinary way, it's safe to expect ordinary results. However, when you take the extreme and...



Triple Venti Dolce Data...

Vince Pickett
Clue Me In, Please
Aug 21, 2013

So here we are, halfway through 2013. You, along with everyone, are still trying to find that magic formula to...



Yblog

Yory Wurmser
Privacy in the Age of Big Data
Jul 10, 2013

Consumers reveal more than ever before consciously through social media and, just as importantly, unconsciously through their behaviors. This data...



Who's Your Data?

Rio Longacre
Instagram: Does It Matter That It Will Make Money on Your Pics?
Dec 19, 2012

Instagram announced the company will soon begin using your content to sell targeted advertising products to the highest bidder. Does...



The Whole Magilla

Ken Magill
What Marketers Can Learn From Maine's Political Email Idiocy
Feb 24, 2012

It finally happened. Politicians' idiotic email practices had a measurable negative effect. "Maine Republican Party chairman Charlie Webster has admitted...



Denny Hatch's Blog

Denny Hatch
The Internet Can Make You a Chump—Forever!
Sep 25, 2010

Trouble is, the Internet is rife with misinformation and if you get caught advertently or inadvertently propagating this nonsense in...



SEO & Content Marketing Revue

Heather Lloyd-Martin
5 Tips for Top Positioning (And Converting) Page Titles
Aug 11, 2010

Wondering about a SEO content strategy that offers the biggest impact in the shortest time? Try tweaking your page titles....



11 Rules For Mobile Marketing Success

3
 
If you haven't heard, a lot of people are talking about mobile. It's mostly marketers doing the talking, but that's because the businesses that they've helped have their heads down implementing mobile initiatives or at least started educating themselves to better understand how mobile will fit into their marketing mix.

Now I could go dive into some juicy stats, like how mobile Internet usage will overtake that of desktop by 2014, or that 74 percent of consumers will wait only five seconds for Web pages to load on their mobile devices before abandoning sites. We could even discuss the 46 percent of consumers who are unlikely to return to your mobile site if it didn't work properly during their last visit, but I'm not going to do that right now. ;)

After interviewing some of the top mobile specialists and brands that strategically use mobile to grow their businesses, I've noticed some recurring trends. If you want to use mobile and actually see results that create an impact on your business you can follow these rules:

1. Know your customer. You should create at least three customer personas to identify exactly who your audience is and each communication should be targeted to one of those users. You should aim to give these personas a name, know what their wants and desires are, what their frustrations are, etc. Are they smartphone users or might they have feature phones?

Make sure before crafting your messaging that you know who you're talking to and how they'd like to keep in touch with you. Is it via email, SMS or possibly a phone call? You need cater to your specific customers or else you'll be communicating to nobody.

2. Solve a problem. The best use of mobile comes when it solves a problem for someone, whether that be a customer, an employee or even just a problem within your business. Once you've identified the problem, ask yourself, "Can mobile solve it?" For example, can mobile possibly eliminate a once time-sucking, paper-pushing task and save time?

If your customers tend not to redeem direct mail coupons, maybe you can deliver offers right to their phone via SMS in order to drive traffic to your establishment during slower hours.

3. Only use mobile if it adds value. Is mobile the best solution? I love mobile, don't get me wrong. But it's not always the answer. Too many businesses get caught using mobile for mobile's sake. Make sure your mobile strategy solves a problem, ultimately adding value to your customer's life.

4. Don't chase shiny objects. This is my favorite. Mobile technology is advancing super fast that it's hard to keep up. It can be overwhelming, I know. People are talking about NFC (Near Field Communication, Augmented Reality, the mobile wallet etc.)

BUT, there is a reason that Coca-Cola allocates 70 percent of its mobile budget toward SMS. Your mobile initiative should be about efficiency NOT shiny objects. Make sure you can differentiate.

Oh, and did you notice that the iPhone 5 doesn't have an NFC chip? There is a reason Apple chose not to add that feature this time around, but that's a post for another time. ;)

5. Execute from start through finish: Ideas are great, but it always comes down to execution. Make sure you cover all touchpoints for the mobile component of your program. The most common mistake is driving customers to a non-mobile friendly website.

Your customers may end up on your site from an email, social feed, a QR code, an SMS or a mobile search. Make sure their experience is friendly and helpful, no matter what screen they're on.

6. Simple is Sexy: Due to the pace of mobile innovation, sometimes things get complicated. Do everything in your power to make your mobile initiative easy to understand and participate in. Make sure you:

  • Use a clear call to action. Most failed campaigns bury the CTA.
  • Limit their options. Focus on your ONE objective then go from there.
  • Don't make consumers jump through hoops. Does it take five steps to receive the value? Don't do that. Deliver value immediately.

7. Identify how you'll measure success. Again, a frequent mistake. You'll never know if you were successful unless you have a base for success. Is it opt-ins, sales, scans, etc.? You get the point.

There is no way to tell where you're going if you don't know where you've been. Establish criteria for success and monitor them during and after your campaign.

8. Deliver value to your customers: They are taking the time to engage with you on the most personal device they own. Make it worth their while.

9. Mobile won't save your business: Mobile is just a piece of the puzzle. When viewed as a channel on its own, you'll likely fail. Look at is a part of the whole and you'll be in a position for success.

10. Look for ways to enhance offline experiences: Mobile places super nicely with other channels. In fact, mobile is one of the most dependent and complementary channels at the same time. Think about how mobile can give legs to your other programs.

Mobile offers an opportunity to take offline, once non-interactive experiences, online with a chance to extend the conversation.

11. Think mobile first: "Mobile first" is a hot topic right now around designing sites that are responsive toward a user's device and intent. Mobile first goes beyond just your site to all of your points of engagement between you and a customer.

This is unfortunately hard for organizations that are uber-traditional. For those in that boat, I recommend asking yourself when planning any initiative, "What happens if they experience this program from their phone? What does that look like?" Figure it out and accommodate the mobile user.

If you can follow these 11 rules when adding mobile to your strategy you'll be off to the best possible start and eliminate your odds of being featured on one of the many blogs that cover all the failures in mobile. ;) You don't want that to be you now, do you?

3

COMMENTS

Click here to leave a comment...
Comment *
Most Recent Comments: