Mobile Marketing: Building Strategy from Best Practices

Posted by Drew Hubbard on November 4th, 2010 at 5:29 pm

Key Takeaways:

  • Develop the framework for developing your mobile marketing strategy
  • Grasp the powerful intersection of mobile and social media and how it will drive the future of marketing
  • Not all mobile users are alike
  • How global insights in mobile advertising can be used for regional success

Featured Speakers:

  • Michael Becker, North America Managing Director, Mobile Marketing Association
  • Webster Lewin, Senior VP, Director of Digital Innovation and Strategy, MS&L Group
  • Douglas Rozen, Senior VP, Global Lead - Creative, Interactive, Media and Mobile, Carlson Marketing
  • Anne Frisbie, VP and Managing Director, InMobi

Understand the building blocks of mobile marketing:

  • Strategy
  • Creative
  • Execution
  • Analytics and measurement
  • Know your mobile platform
  • Understand the mobile landscape

There are 5 spheres of influence:

  1. The consumer
  2. Products and services
  3. Traditional and new media
  4. Applications
  5. Connections

All of the above spheres of influence must work together in concert for a successful mobile campaign. The primary uses (paths) of mobile devices are:

  • SMS
  • MMS
  • Email
  • Voice
  • Content
  • Internet browsing
  • Bluetooth
  • Applications

75% of mobile consumers don't have a smart phone, so it's important to pay attention to what your target consumer is carrying. And remember that just because two devices have the same OS doesn't mean the experience is the same. Consider that both the iPhone and the iPad run on the same OS. There are many different operating systems out there, and the all work differently.

Pay attention to guidelines set by regulatory bodies, and  know the local laws that apply to mobile. The last thing that anyone wants in a mobile campaign is legal action or other noncompliance because somebody forgot to double-check the rules.

Webster Lewin presented a case study of  a mobile campaign called maurices Mobile Style Club, which is a mobile campaign that used Facebook to drive mobile engagement. Consider customizing the Facebook profile pic to contain a mobile call to action like "Text FRIEND to 87812." Doing the same in the image portion of Facebook paid ads can save money.

Mobile uses are not created equal, so an essential first step to any mobile campaign is answering, "Who uses mobile and how? Where is the best place to begin in mobile marketing?" Clients often think that answer is an iPhone app, but that is frequently not the case. Up-front research is important.

There are 8 types of users for mobile targeting:

  1. No mobile phone at all (only a land line)
  2. Use phone for phone calls only
  3. Email and SMS but never download content
  4. Address book and organization only. They own a smart phone, but it's not high-end
  5. Use of the device as an alternative to a PC
  6. Use all the features of their phone but only for fun and entertainment
  7. Use all features for many reasons (not just fun). These people are usually early adopters
  8. Moderate use of all features

Don't forget that mobile is merely an extension of marketing strategy. Therefore, think marketing first and mobile second.

Mobile usage spikes on weekends, evening, and holidays -- all of the times that people aren't at their computers.

iPhones are great, but they are the minority. Only 19 million out of 100 million total mobile users own iPhones. For more data like this, InMobi offers free, downloadable research.

The full panel was asked if they believe that mobile is additive or if it is cannibalization of existing usage. All session speakers agreed that it is probably both, but cannibalization isn't necessarily bad. For many brands (but not all), it is definitely additive, at least to a degree.

2 Responses to “Mobile Marketing: Building Strategy from Best Practices”

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