What is Mobile Marketing and how can brands gear up for next generation, connected marketing?
In today’s world, the consumer is in charge and is leading the way, while it is the brand that needs to keep up and remain relevant in the eyes and minds of their Mobile consumers.
If you think about the progression of marketing over the years, it progressed as follows:
- The Internet
Now Mobile. Mobile is referred to as the 7th Mass Media, not only because it’s 7th in line, but because you can do all these things on a mobile device. Augmented reality, or ‘mixed media’ is seen to be the 8th media because it combines the real world and Mobile, once again evolving it to the next level.
The reality is that today’s consumer in entrenched in Mobile. They carry their mobile device with them everywhere they go and in everything they do. To put this into perspective, all we have to do is look at the South African statistics around mobile in 2017:
- South African Population: 55,21 million
- Internet Users: 28,66 million
- SIM Cards: 79,9 million
- Mobile Internet Users: 27,5 million
- Social Users: 13,5 million
- Daily Use: 3h3m
To put this into perspective, you just need to understand the difference between a Digital Native (the generation of people born during or after the rise of digital technologies) and a Digital Immigrant (people born before the advent of digital technology), the immigrant would tell you how digital or mobile has improved their life, whereas the native would very quickly tell you what they would miss, or couldn’t live without. Digital Natives cannot and will not live without their Mobile devices. In a recent study, they were quoted as saying that they would rather give up chocolate or lose their sense of smell before giving up their device.
What is Mobile Marketing?
Mobile marketing is about connecting, engaging and influencing users continually, but not along a linear customer journey (as the journey is no longer linear even though we as marketers would love it to be). Customers enter at different points along the journey now, driven by different “need states”, and even more so when we monitor how we ourselves all use our mobile devices.
Every interaction is different, every need is different and every customer is different. Because of this, we as marketers need to ensure that our brand, product or service remains both relevant and appealing across any of these need states, whether it is to connect; find; organise; be entertained; learn; buy; share; or participate.
The McKinsey – Customer Journey
In a recent interview with Paul Berney of mCorbis, he reiterated how important it is for us to ensure that we future-proof our businesses, and really need to think about the different ways customers want to interact with and buy from us. We need to remember that Mobile is and has to be two-way communication – not one-way. Both a challenge and an opportunity for today’s brands. View some key insights from the interview with Paul Berney while he was in South Africa this month.
It has to be clear that it’s no longer about mass marketing, broadcasting or mass selling, but rather about building strategies that market to Persona’s, and even one-to-one or individual marketing. Marketers need to build relationships with their clients, potential clients, and past clients at every touch point throughout the customer journey, and it needs to be done using technologies that their customers are using, not the other way around.
Today’s consumer is in control. Social Media has given them the freedom to control the conversation, and Mobile has created the platform to interact how, when and where they want.
Understand that when a user searches from a mobile device, most of the time the considerations are location based, time sensitive, and contextual to that user, vastly unique and specific to their individual needs and requirements at the time. Today’s Chief Marketing Officer (CMO) needs to become to marketing what the conductor is to an orchestra, having a broad knowledge across all marketing channels and technologies. According to Gartner, in 2017 CMO’s will spend more on Marketing Technology than CIO’s will spend on core ICT technologies to run the business.
Marketers need to consider all channels and be clear on which ones will meet the objectives of the business, while addressing the target audience, as apposed to picking every channel Mobile has to offer. Mobile allows the brand to capture feedback closer the point of purchase or experience, giving brands a real opportunity to respond real-time to poor customer experiences, or build on purchase successes. But this can only be done, if brands have planned for it, have the Mobile technologies in place, and have an active mechanism to watch, listen and respond.
As a minimum viable product, your web site needs to address mobile search.
It is imperative that your web site is mobile compliant, is responsive, stacks correctly, and loads quickly. Also, it extremely important to think about the type of content your web site serves your mobile user vs. your desktop user. You need to continually evaluate which content is being engaged with by Mobile users vs. desktop users and then adjust that content accordingly.
Marketing without measurement is futile.
Another important factor is measurement. Marketing without measurement is futile, and one needs to ensure that one not only has measurement in place, but also that one is measuring the correct things. Understand the difference between Metrics (standards of measure) and Analytics (applying statistics and mathematics) to get the most out of your measurement. Work out in advance what it is you’re planning to measure. Set key performance indicators (KPI) and then continually evaluate and adjust accordingly.
Just as with all other marketing initiatives, privacy and privacy laws need to be considered as part of a Mobile marketing roll out. It is therefore imperative that marketers familiarize themselves with the local privacy laws where they are planning to execute a Mobile campaign.
So, what are the next steps?
- It’s important that marketers understand, that just like any other marketing channel or initiative, Mobile marketing is complex, and it should be approached with caution and strategic intent.
- Today’s brands need to be clear about what their business and marketing objectives are, what they wish to achieve and how Mobile Marketing could possibly assist them in reaching these goals.
- Brands need to invest in doing extensive market research, they need to listen to the market, and find the market gaps so as to come up with a clear strategy and a plan before just diving head first into Mobile Marketing.
- Costs need to be considered, tests need to be done, and accurate measurement needs to be put in place to correctly track the overall effectiveness of each marketing activity, so as ensure a Real Return on Investment is being achieved.
Should you wish to explore how your brand can take full advantage of everything that Mobile Marketing has to offer, then I’d love to explore this with you. Get in touch with me on email@example.com
In Closing, I’d like to extend a special thank you to Candice Goodman & Carmen Murray of Mobitainment SA for hosting and inviting me to attended the international IDM award in Mobile Marketing course on the 7th and 8th of March 2017, which was presented, lecturered and co-created by Paul Berney of mCordis and accredited by The Institute of Direct and Digital Marketing (IDM). The program is only run on a limited basis in South Africa and is made possible by Mobitainment SA.
It is an impressive 2-day intensive deep dive into how Mobile has changed the way consumers behave, and how marketers have no choice but to start thinking about, as well as how to plan for and execute a full Mobile Marketing strategy and campaign across a range of Mobile technologies. Mobile is an integral part of all other marketing channels, both on and offline. The idea, and the immediate realisation from the course is that Mobile should not only be considered but has to be used in conjunction with all other marketing initiatives.
• Starbucks now generates 5% of its total revenue through its own mobile application (app).
• From a Mobile perspective, there are 8 different layers of location: Country; City; Post Code; Street; POI/Store; Aisle; and Shelf,
Author: Ceri James, CIO, BlueMagnet
South African Stats – 2016 https://www.slideshare.net/wearesocialsg/digital-in-2016.