Time to market with mobile
By Simon Fuller. Customer connections. Next year could be a good one for mobile marketing. Increases in measurability and the ongoing roll out of campaigns and apps like the Android smartphone ad platform from Net-radio service Pandora, as well as the track-mixing app courtesy of rapper 50 Cent, indicate increasing confidence in mobile.
“Brands that succeed with mobile marketing see sales lifts, increased loyalty and engagement on consumer terms because it is permission-based and therefore welcomed,” says Jeff Hasen, CMO at mobile marketers HipCricket.
But there are signs that some brands may not be getting on board mobile as quickly as they should be. “Over 30% of consumers in HipCricket’s recent survey said they were interested in participating in mobile programs with brands they trust,” says Hasen. “Approximately 87% of those said they have yet to receive marketing from brands they trust.” US-based Shosteck Group suggests that the mobile advertising market could grow to nearly $1 billion by the end of next year. But for this to happen, the researchers warn, operators and marketers have to take full advantage of the available opportunities. “For the near term, I’d say the most significant opportunity is aligning your company, business, or brand with mobile communications in the eyes of your customers – basically, first mover advantage,” says Gib Bassett, director of marketing at mobile marketing outfit Interactive Mediums, echoing the ‘get in soon’ message. “And I would say that applies equally to SMS text message interactions as well as smartphone apps. Those marketers who do this right from the beginning before their competitors will have a leg-up over time as laggards start seeing mobile as a key customer interaction channel.”
But don’t think it’s as easy as ABC once marketers are into mobiles. Those in the know are keen to remind brands that variety is key in this arena. “[The] challenge is to stay current since behaviours and phones entering the market are changing so quickly,” warns Hasen. “That is why partnering with a proven mobile marketing partner is essential.” Fixating on a particular technology like augmented reality, or on text messaging, or an application, is a mistake, says Bassett. “What should drive mobile marketing investments is a strategy which focuses on the customer experience, what you want to achieve with your customers. “Developing ideal mobile paths for your customers to follow to achieve your goals should yield the best results,” he adds. “And in practice this will almost always mean some combination of text message interactions, mobile applications, mobile optimized web and even e-mail.”
