Say "mobile" to most marketers and they think cell phone, maybe SMS (define). Yet, personal mobile devices with Internet connectivity encompass a broad array of devices and with a wide range of functionality that continues to evolve and expand rapidly. To put this in perspective, the number of mobile devices accessing the Internet is projected to reach 1 billion by 2013 based on research by IDC.
While the popularity of any particular device may shift, the total number of these devices continues to grow exponentially. The major five variants are:
Five Mobile Marketing Tactics
From a marketing perspective, the increased number and type of devices translates into dealing with additional operating systems and different methods of incorporating your brand into the consumer experience. This leads to increasing complexity and expense. If you're looking to enter this evolving market, here are five basic suggestions for integrating mobile into your marketing plan:
Before starting a mobile-oriented marketing program, gather information from prospects, customers, and fans as to which devices they use and what type of mobile content they'd like from you. Remember that customers may not be able to envision specifics, so focus on their needs and wants, because your goal is to deliver information that customers want. Don't forget to collect information about mobile initiatives being undertaken by major players across the market and by your competitors.
To this end, provide communication vehicles that allow prospects and customers to give you feedback. This includes e-mail, text messages, social media, and traditional customer service. Also, consider including brief survey questions in your e-mail and text messages.
As with any digital marketing campaign, it's important to monitor your metrics. Here are some of the factors to track:
As the number and variety of mobile devices continue to expand, marketing strategies to engage the mobile consumer will continue to evolve rapidly. Remember, whether or not you have a mobile strategy, your prospects and customers already get your marketing messages via these devices. Therefore, it's critical to provide device-relevant marketing messages and to test what works with your audience.
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Heidi Cohen is the President of Riverside Marketing Strategies, an interactive marketing consultancy. She has over 20 years' experience helping clients increase profitability by developing innovative marketing programs to acquire and retain customers based on solid analytics. Clients include New York Times Digital, AccuWeather.com, CheapTickets, and the UJA. Additionally, Riverside Marketing Strategies has worked with numerous other online content/media companies and e-tailers.
Prior to starting Riverside Marketing Strategies, Heidi held a number of senior-level marketing positions at The Economist, the Bookspan/Doubleday Direct division of Bertelsmann, and Citibank.
Heidi is also a popular speaker on current industry topics.
December 12, 2013
1:00pm ET / 10:00am PT