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Marketing on Mobile?

Nick Terry




It has been said that there is no such thing as digital marketing - there’s just marketing, so let’s flip the script on ‘Mobile Marketing’ and just call it marketing on mobile.

The one device we refer to more often than any other is our mobile phone. You’ve seen all the stats – in fact, dispense with all the mobile usage stats – just look around you!

So, marketing on mobile should be all over your marketing plan. Is it? Look through your brand plan – is there a section on mobile?

And whatever your current marketing plan includes, does the idea work seamlessly on mobile? If the answer is no, then you are missing one of the most critical elements in a successful integrated marketing plan.

As with all things there are some simple guidelines that one should adhere to in order to provide a best in class user experience and enable a Return on Investment for the brand.

  1. Always adhere to the 4 P’s of Marketing (price, place, product, promotion), and ensure you are clear that what you are offering or communicating covers each P.
  2. Break out of complexity – keep everything simple so that “they” understand it. “Simplexity” is the way forward.
  3.  Don’t create too many clicks – “go here - do this, go there - do that”. Remember, consumers are time starved and data costs money – their money! Seamless & frictionless works best. Consumers are quickly adopting the attitude of “keep your hoops, I’m done jumping”. Gamification can be fun, but you must ensure that participation is simple and easy.
  4. Deliver the core message in 5 seconds for word content, and 15 seconds for video content (6 seconds is not long enough to be entertaining) and by the way, tell them what the Big Idea is – don’t let them try and guess, lest they get it wrong.
  5. Answer the question - What’s In It For Them – W.I.I.F.T. – Value, Knowledge, Future savings. Don’t build a consumer relationship on trade-offs, don’t ask them just to share it with their friends for something in return – If they like it they will share it but don’t bribe them to share it.
  6. Follow the rules – Opt In, Opt Out, on all communications. Name your product every time so that they know who is talking to them.
  7. Consumers are into instant gratification so reward them if necessary but do it within 5 seconds of their interaction. People love getting something in return for doing stuff, this is what makes them do it again and again.
  8. If you build a mobile audience, then re-engage them in a measured and regular way by understanding shopping and consumption occasions and communicating the right content for each occasion. Proactive re-engagement speaks to upcoming occasions relevant to your brand. Re-active re-engagement means translating inbound data into targeted communications.
  9. Mobile is 60/60/24/7/30/365 – it is relentless. And unlike TV, there are no prime time slots, mobile is always in prime time. Always be on, always be communication ready, always be surfing for opportunities.
  10. Be a “Youtility” – provide a use for people beyond just your brand offer -  teach, help, and educate them, expand their horizons – market with purpose beyond just selling another box or can of product –people will share this stuff instantaneously, just like you do, right?

So, 10 simple rules and most of them are easy enough to understand, in fact so easy it fits right in the Marketing 101 category.

When you send content, it is important that what you send is contextually relevant.

Understand, over time, where your consumers live, work and play – also understand how they travel between those three significant segments. Content sent to people must have relevance to what they are doing and when they are doing it. For example, don’t sell chocolates to people at 10:00 AM when the real big consumption period is between 1:00 PM and 3:00 PM. Marketing on mobile allows you the precision to message at 12:45 PM just before that purchase is about to happen.

Learn when they shop and when they consume – understand the difference between the two and message to mobile for different occasions. “Stock up on snacks for the big game tonight” (Shopper) and “Hey, the game is on, time to share those delicious winning snacks” (Consumer).

Your brand is always in their hand – treat them with respect and be a part of their life in a relevant, interesting and responsible way – and ensure they continue the relationship.

So why must Mobile must be at the center of your marketing world?  

Out of 27 European markets where Digital advertising grew at 13%, Mobile dominated, translating into double-digit brand growth in all 27 markets. Meanwhile, mobile displays grew by more than 40%, and now accounts for 42% of total display advertising.

Bottom line: get mobile now!