Untethered: reaching the consumer on-the-goMobile marketing solutions also provide a digital platform that can easily complement and enrich desktop digital campaigns with the ability to extend digital marketing activities into the real world. Mobile marketing tactics can work hand-in-hand with digital marketing strategies to enhance your ongoing digital campaigns in many of the same ways outlined for traditional advertising tactics.
One of the key values of mobile to a digital campaign is its ability to transfer the brand experience from the desktop right to the consumer's pocket. Mobile-based "dial and deliver" capabilities let consumers conveniently access the offers and promotions without having to remember anything or print something out.
For example, couponing is a great way to implement online-mobile interactivity. If you want someone to have a digital coupon from Starbucks, they must click the online ad, print it out, and then remember to bring it to the coffee shop. The mobile call-to-action, for example as a Mobile Dial Code, looks more like: "To receive your coupon, simply dial **STARBUCKS."
Without any other actions required of the consumer, the offer is delivered straight to their phone. There is no break in continuity of experience, and no extra step for the consumer to take. If the goal is to drive a mobile coupon campaign, it can be effectively spawned from the digital ad without asking the consumer to print the coupon.
Further, there's an added element of measurability in these tactics. With mobile, the actual interest is measured through the consumer response to the Mobile Dial Code, as you may or may not know how many people printed out the coupon if it's from a banner advertisement. With the StarStar Code **STARBUCKS, you know how many requests for the coupon were received as well as how many of those coupons were actually redeemed making these interactions easily measured and the success easily tracked.
Mobile marketing and the success of your marketing campaign
The implications of successfully integrating mobile marketing into your ongoing campaigns are well worth the minimal cost associated with revising your advertising creatives, which for larger organizations can be as minimal as a margin of error in budgeting.
Primarily, mobile campaigns ensure that whenever consumers are presented with the opportunity, they can interact with the brand in real-time. With 90 percent of Americans carrying a mobile phone with them everywhere they go, leveraging this platform effectively means you'll have a portal to their purchase decisions and communication habits at all times.
According to an online survey conducted by Harris Interactive and commissioned by Placecast in May 2010, consumer receptivity to opt-in mobile marketing is growing. With this acceptance, the variety of promotions and creativity and innovation in how mobile is applied to campaigns will diversify.
Secondly, mobile success can be measured through metrics that deliver new and equally important guidelines for interaction. The marketing industry has become accustomed to measuring against CPCs, uniques, etc., to determine the success of a campaign. Mobile, however, allows marketers to more accurately measure the quality of the engagement by providing more insight and transparency into the number of times the coupon was redeemed per number of people that called for it, for example.
Third, mobile campaigns can expand your engagement with consumers beyond a direct response mechanism to foster ongoing communication, building brand awareness and loyalty. Follow-on activities can include offers and promotions such as coupons and mobile commerce capabilities, as well as communication offerings such as videos, MMS, and applications or games.
Advances in mobile commerce -- mobile shopping, mobile payments -- will ultimately complement the ongoing consumer engagement as mobile becomes a closed-loop platform to actually sell product, drive need, awareness, and additional advancements.
No matter what, it is important to understand the relative strengths and weaknesses of the various mobile solutions so that they integrate seamlessly and enhance the overall campaign experience. Assuring that your call-to-action works for all mobile subscribers, on any phone, and is easy and simple to use is critical to the success of the program. Solutions that require special handset software or user skills will limit response rates and program success. Focus on initiatives that will reach your target markets, be easy for consumers to understand and respond to, and give measurable results.
Finally, many mobile marketing strategies move beyond direct response to build brand awareness and better foster relationships via a real-time, always-on platform. Mobile is becoming social as consumers pass their phones around to share the latest viral video, pictures of a celebrity, great offers at a retailer, or any other update that can be accessed from their phones.
Succeeding in the year ahead, and key takeaways
In the next year, marketers and consumers will see big mainstream brands making mobile a regular part of all of their campaigns. No longer a small line item, mobile will emerge as a standard marketing spend as it integrates seamlessly and drives a direct marketing tool.
In doing so, it's important to remember four tips for successfully integrated mobile into ongoing marketing and advertising campaigns:
- Keep your target audience in mind. The mobile experience must be relevant to their expectations.
- Expand your engagement. Provide a mobile offering that's meaningful and will have the consumer coming back to the branded response.
- Make it memorable. There are brandable mobile solutions available to ensure your consumer can easily find you.
- Make it easy. Relying on the consumer to learn about your engagement method may be asking too much of them.
We, as marketers, should continuously challenge the available technologies to ensure we're leveraging the most relevant and up-to-date technologies to communicate with our consumers. Integrating mobile into your ongoing marketing campaigns -- regardless of how far into the digital space the campaign may have evolved -- is paramount as it creates a real-time interaction and enhances consumer engagement in your brand.
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