Mobile Marketing: Trend Report from CTIA
What it means to you: This issue will not be resolved in the next year, he states. “We’ll see the players pursue their own route, and when someone looks they’re going to be a competitive threat, the other parties will sit down and talk.”
He adds that, “All marketers will see on this front for the next 12 months is a lot of confusion. I do not recommend spending a lot of time trying to figure it out, meaning not trying to capture payment through the mobile channel” unless you have a product that is information-based and can be best delivered via cell phone, such as sports scores.
Trend #3: Adopt a crawl-walk-run approach.
Momentum is gaining in the development of this channel as a marketing and advertising tool. And where commerce builds, new companies with fancy, complicated technology-based products will follow. For example, numerous vendors are trying to develop solutions that will perfect couponing via mobile phones, but not all of these offerings are easy to implement.
What it means to you: Much of the hype that surrounds a new business trend is not likely to result in long-term solutions. Remember the initial CRM craze? The biggest focus for marketers, Safdar says, should be on building an opt-in text messaging list of their current customers and prospects to communicate with them via cell phone, because you’re never going to be able to rent a list of mobile consumers.
And like the CRM build-up, success in this channel is not as much about the technology as it is the marketing communications strategy. The crux of mobile marketing, Safdar explains, is a conversation with the customer. “Organizations that haven’t made the leap to conversational marketing cannot make the leap to mobile. Because if you don’t understand why a customer may have a long-term relationship, i.e., a conversation with you across multiple channels, you’re not going to understand why you would want to say something to them once every two weeks over mobile,” he states.