When we think of mobile marketing, what comes to mind is apps and SMS text messaging. But the biggest opportunity in mobile lies in smartphone’s increasing role as the preferred channel for access to digital marketing of all types.
“Mobile marketing is marketing,” says Michael Becker, managing partner of mCordis. “To be successful at mobile, you need to place the mobile device at the center of your digital marketing program.”
Consider these facts: 96 percent of all smartphone users conduct searches. If you’re not there, you don’t exist. Further, 65 percent of all emails are opened on a mobile device. If your email is not mobile optimized, your message will be ignored, or considered spam. If your website does not load on a mobile device within three seconds, 60 percent of visitors will leave. And most important, as of April 21, 2015, your website’s Google search results will be negatively rated if the site is not mobile optimized.
“But that’s all just table stakes,” says Becker. To get to the next level, marketers should consider experimenting with:
- Text messaging, using tools like Vibes and Waterfall.
- Building “compressive” content, which renders well on mobile devices.
- Mobile advertising to drive awareness and engagement, with the help of solutions like InMobi, Millennial Media, xAd, Taptica, and RadiumOne.
- Building apps to serve your most loyal customers. Apps can be built by an agency, or with tools like PhoneGap, Appcelerator and EachScape.
For inspiration, Becker suggests marketers look to leading brands like Adidas, Marriott, Amazon and Target. “P&G sums up its mobile strategy by saying, ‘We follow the consumer,’” notes Becker. “And REI is relying on in-store Wi-Fi to connect with buyers through their phones. But Coca-Cola gets it better than anyone else: They have gone on record as naming the phone the ‘enabler of desire’ where they strive to reach consumers.”
Ruth P. Stevens consults on customer acquisition and retention, and teaches marketing at companies and business schools around the world. She is past chair of the DMA Business-to-Business Council, and past president of the Direct Marketing Club of New York. Ruth was named one of the 100 Most Influential People in Business Marketing by Crain's BtoB magazine, and one of 20 Women to Watch by the Sales Lead Management Association. She is the author of Maximizing Lead Generation: The Complete Guide for B2B Marketers, and Trade Show and Event Marketing. Ruth serves as a director of Edmund Optics, Inc. She has held senior marketing positions at Time Warner, Ziff-Davis, and IBM and holds an MBA from Columbia University.