Three ways to leverage mobile reminders as part of a long-term campaign strategy.
About a month ago, I wrote about the pending iPhone launch and how I felt the hype would resume interest in mobile marketing by leading consumer advertisers and agencies. Since then, I've received lots of messages and calls from friends, clients, and readers about ways to leverage this current stage of "iHype."
While jumping into the pond to get your feet wet is a great way to start, you must decide to get into mobile marketing for the long haul and develop a meaningful relationship with consumers.
Regardless of platform, bear in mind the relationship an owner has with her mobile device. Usually, it's a private medium (some research shows some people keep their mobile phones under the pillow when they sleep) that's most likely the closest non-human relationship a human can have. We rely on our phones and devices daily to keep us connected, in touch, entertained, and on track. Marketers must appeal to those needs to have any relevance in the mobile space and, eventually, in the consumer's life.
A lot of mobile marketing programs fail. Why? Because the message, its delivery, or both benefited only one side of the relationship: the advertiser's. Often, the advertiser overvalues the message's importance and intrudes on the consumer's mobile device relationship. This gives mobile marketing a bad name.
Programs that will succeed, however, revolve around the concept of mobile minders. Mobile minders are intended to help consumers maintain a relationship with your brand, product, or service. They're opt-in via a short code, their purpose is well-documented, enrollment instructions are provided, and the messages have the best intentions. These programs are useful.
When developing your next mobile strategy, ask yourself:
Mobile reminders can be simple. It's in that simplicity they overdeliver on consumer value.
Nominate your choice of technologies, companies, and campaigns that made a positive difference in the online marketing industry in the last decade. Nominations end August 3 at 5:00 pm (EDT).
Learn Digital Marketing Insights From Leading Brands!
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda, or register and attend one of the best ClickZ events yet!
Chad Stoller is the executive director of emerging platforms at Organic Inc., a leading digital communications agency with clients such as DaimlerChrysler, Sprint, and Bank of America. In this role, Chad leads Organic's strategy on client communication platforms and Organic's Experience Lab. Prior to Organic, he spent 13 years at Arnell Group in various roles, including director of communications solutions, and was responsible for branded entertainment, new media, branded gaming, and marketing alliances. He has developed a series of award-winning programs, including the Cannes Lion winner, "Terry Tate: Office Linebacker," for Reebok and Jeep Evo 4 x 4 for DaimlerChrysler. Chad is also a regular contributor to Organic's blog, ThreeMinds.
Hong Kong, October 21-22
London, November 13-14
San Francisco, November 13-14
London, November 18-19
Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.
5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.
October 23, 2014
1:00pm ET/10:00am PT