With mobile marketing, everything and nothing has changed
For marketers, mobile has changed everything. And nothing.
The what remains the same
We still want to move more product.
Steve Mura, director of digital marketing at Miller-Coors, said that his goal is the same today as it was for his predecessor 155 years ago. Sell more beer. [from Mobilized Marketing]
The how has changed
There are exponentially more people consuming via wireless every month; in fact, there are more mobile devices on the planet than there are toilets.
Mobile now accounts for 12 percent of Americans’ media consumption time, triple its share in 2009 [eMarketer].
So there are more ways than ever for brands and marketers to reach consumers.
This opportunity requires more than mobile marketing; it requires mobilized marketing.
Success doesn’t come from pushing thousands of mass daily offers.
And it doesn’t come from adding just one mobile campaign to your marketing mix.
It comes from targeting mobile users based on their location, their demographic information, and their personal interests.
It comes from incentivizing two-way conversations that keeps consumers engaged.
And it comes from integrating mobile into your overall marketing strategy.
Because the basics have remained constant for more than a century and a half: Know your audience and develop plans accordingly.
Successful mobile marketers give consumers options
In early 2011, Macy’s developed a mobile program called Backstage Pass.
The program uses in-store signage that prompts shoppers to “scan the star”— a quick response (QR) code shaped in the iconic Macy’s star logo — to “go behind the scenes” with their favorite Macy’s designers.
By scanning the logo with a smartphone, shoppers are presented with access to 30-second videos that provide fashion tips and a behind-the-scenes look at clothes from Bobbi Brown, Sean “Diddy” Combs, Tommy Hilfiger, Michael Kors, Greg Norman for Tasso Elba, Rachel Roy, Irina Shabayeva for INC and Martha Stewart.
One of the most unusual aspects of this campaign was its inclusion of multiple mobile channels. The program integrated QR codes, SMS, MMS, mobile video and the mobile web. It even provided a traditional URL for those who didn’t want to interact via their mobile phones.
By offering shoppers so many choices, Macy’s is catering to all of its customers, no matter which device they carry, which operating system their device runs or their personal mobile preferences. After all, a retailer would never offer a sale to only customers driving red sedans, right? So it doesn’t make any sense to only offer an app to those with iPhones.
Choice is the killer app
In the end, mobile devices present a huge opportunity for businesses to engage with their potential customers. But remember the Macy’s lesson: when it comes to marketing, choice is the killer app.
Know your customers well; understand their habits, their preferences, and their needs.
Go to them where they are, when they need you, with what they want; at the Moment of Trust.
Then provide them value, in as many ways as possible, to make it easy for them to do business with you.
Don’t funnel them down a single interaction path, because you are sure to lose more than you gain.
Embrace the mobile opportunity, and make it a complementary part of all your marketing strategies.
And you’ll reap great rewards.
A mobile strategist, Chief Marketing Officer and author, Jeff Hasen was named one of the top CMOs on Twitter (@jeffhasen). He is the author of Mobilized Marketing: Driving Sales, Engagement, and Loyalty Through Mobile Devices (Wiley). Jeff is also the Mobile Marketing Faculty Chair for Market Motive, and presents the Mobile Marketing training course.