Matching the Content to the Customer in Direct Digital Marketing, Part 1
Consumers today always have a mobile device within reach. These mobile devices can range from a feature-rich smartphone, like the iPhone or Android, to a flip-phone that's SMS-enabled (text messaging). While it’s easy to focus marketing efforts on a single device (e.g., creating a flashy app for an iPhone experience), marketers must break out of the “pilot” mentality and create a strategy that spans the entire mobile channel — not just an app alone.
Above all else, your mobile device strategy should pertain to the demographic you’re communicating with. Content first, delivered via the channel that best reaches your target audience.
Let’s take a look at the iPhone. While the iPhone receives quite a bit of attention in the press and from consumers, it's important to note that only a small percentage of people actually own one. Simply having an iPhone-exclusive app as your entire mobile strategy may not give you the reach you need.
Knowing this, marketers must be less concerned with device-specific mobile solutions and instead implement a more unified, comprehensive approach that spans multiple mobile subchannels. To reach any consumer in any demographic, this multichannel approach is key.
When considering mobile channels from an “addressable” direct digital marketing standpoint, the main options are SMS, MMS, mobile web, apps and emerging technology (e.g., 2-D tags). Once you understand where your customers and prospects are within the mobile channel, you can then determine how to best engage them. Consumers today fit into an array of demographics with mobile devices.
Here’s an example: An airline would make best use of mobile marketing by appealing to its main market segments. In the case of an airline, its core customers are a mix of business and recreational travelers. Knowing that business travelers are more likely to have feature-rich mobile devices such as a smartphone or BlackBerry, the airline may target them with an app to make it easy for them to check in for their flight. The airline also may consider offering an app to check flight status and gate number.
Related story: 3 Reasons You Need to Build an SMS Marketing Campaign