It's time to embrace mobile for what it means to your business and consumers today and prepare for the future.
As media professionals, we are tasked with identifying the "next big thing." I don't know about you, but for the last five years I have been told the trend would be mobile. In 2011, I think it's safe to say this is true.
With increases in smartphone adoption and the mobile web predicted to surpass traditional desktop usage by 2014 (Morgan Stanley, April 2010), the truth is, consumers are already interacting with this form of media more often than most other mediums.
"So how do I implement mobile into my media strategy?"
Mobile is what I like to refer to as an omnipresent tactic. It can exist on its own, but is better playing an integrated role. The right approach for mobile is going to be completely based on the needs of your brand, but most importantly it must be relevant to the consumer experience.
Start With Your Consumer
Like any other form of media, the "what, why, how, and when" are still a valid aspect to your recommendation. However, there are a couple key differentiators for mobile that should play a role in determining the most appropriate use.
It is personal as much as it is social: A phone is one of the most personal devices a user owns. They are communicating with friends and family - it's a portable connection point for their daily social interactions. If the consumer is engaging with a marketer in this space, they are expecting the brand to be sensitive to this, unobtrusive, and providing a benefit, so make it compelling.
It is an opportunity to provide immediate value: Aside from the fact that a person's phone is always with them and accessible, the mobile phone provides the marketer a lot of information about a person. This means your marketing communication should reflect context, whether its data related to geography, interests, or search queries. Similar to display targeting, this allows a marketer to provide relevance and value to the user.
Consumers expectations are high: The user is looking for instant gratification, whether looking up a store location in Google Maps or looking for specials on Foursquare. Make the process simple for them; websites or banners that aren't optimized or updated for mobile are extremely frustrating. With the appropriate mobile website, media units, and functionality, a user can access what they need and take action.
There are several different platforms (smartphone, feature phone, etc.) and ways to market in mobile, apps, QR codes, SMS/MMS messaging, gaming, video, and search. Given each tactic warrants its own in-depth analysis, I'll just provide a little advice on how to get started:
We can't kid ourselves - mobile has a long way to go in terms of standardization, tracking, and scale, but I expect mobile to advance at a faster pace than any other digital format. With the future of technology in this space, the capability for commerce through mobile will explode. The smartest marketers will embrace mobile for what it means to their business and their consumers today and prepare for the future. Stay flexible; change is coming rapidly!
Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
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 and register by Friday, Oct 3 to take advantage of Early Bird Rates!
As an account director for Media Contacts in New York, the interactive division of Havas Digital, Jessica is responsible for strategy development and media plan execution across a variety of clients and industries. Jessica has a wide range of digital experience, managing both brand initiatives and aggressive acquisition efforts. Her knowledge extends across many facets of digital marketing from traditional media and mobile to channel planning and social execution.
Prior to Media Contacts, Jessica was at One to One interactive in Boston, managing the B2C and B2B media campaigns for several clients. Jessica's work has won several industry awards for best use of sponsorship, mobile, and display strategy.
Jessica's career expertise started at Mullen, where she was a media planner on a broad range of traditional media.
IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.
An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.
September 23, 2014
September 30, 2014
1:00pm ET/10:00am PT
October 23, 2014
1:00pm ET/10:00am PT