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.
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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.
March 19, 2014