The 4 Pillars of Mobile Strategy
I recently spoke with the team over at Merkle in order to better understand what it takes to successfully embrace mobile marketing. According to Bruce J. Hershey II, mobile marketing strategist at Merkle, brand marketers must identify where their brand stands within the mobile ecosystem before moving on to specific mobile tactics and campaigns. Bruce emphasized that in order to achieve results with mobile marketing, it's imperative that brand marketers develop and execute against a comprehensive marketing strategy that includes mobile rather than simply focusing on mobile capabilities in isolation. Doing so will allow your brand to stay focused on its overarching marketing strategy as you weave mobile or any other digital channel into the mix.
I asked Bruce what it takes to build a mobile-enabled marketing strategy. “Without a reliable and proven framework to use as a guide, developing and successfully executing a marketing strategy that includes mobile and achieves its desired and expected results can be a difficult thing to achieve,” he replied. According to Bruce, an effective mobile-enabled marketing strategy must account for everything, literally. You must understand the following:
- your customers, the environment they live in and what they need;
- your brand, including its objectives, resources, technical capabilities (both with traditional and mobile marketing), experience, and commitment to marketing and mobile at every level within the organization;
- your existing strategy to meet your brand's goals and objectives;
- the technology that will enable your brand to implement that strategy; and
- the media channels (e.g., print, email, television, radio, social networks, etc.) at your disposal that can be leveraged to reach and engage consumers.
I also spoke with Chris Wayman, vice president and general manager of mobile practice at Merkle. Chris emphasized that in today’s digital age another element to a successful mobile strategy is needed, namely connecting mobile data to your customer database. A CRM strategy helps businesses derive valuable customer insights by looking at all offline and online touchpoints throughout the customer journey.
In other words, your brand must have a well-thought-out plan that captures data from all interactions it has with each and every customer so that every customer interaction is contextually relevant. Chris noted that if this element is missing from a brand’s marketing plan, it will be severely limited — customer engagement and profitability will be hampered.
Merkle has developed a framework to help organizations build out their mobile plan. The framework steps through a process that helps organizations build out their plan along four key pillars:
- mobile audit and strategic road map;
- media integration of mobile tactics;
- mobile marketing tactics; and
- customer database integration.
By leveraging these four pillars and a proven approach to developing mobile-enabled marketing strategies, Merkle has found that its clients are able to properly integrate mobile marketing into their digital marketing plan, produce impressive list growth results, reduce uncertainty in the development and execution phases of their marketing plans, and generate predictable results for long-term, sustainable company success.
To learn more about what it takes to develop a mobile-enabled marketing strategy, join us for the following webinar on May 25: How Mobile Coupons Drive Revenue and Build a Mobile Database for Men’s Wearhouse’s K&G Superstore.
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