From the archive · 2015
Essential mobile marketing technologies for marketers
What I’d need is:
-3-5 essential technologies for marketers, generically, to do mobile marketing
MJB>> “This is a great questions; however, the answer(s) may vary significantly by marketing objective, market sector and the stage within the path-to-purchase the marketer is looking to engage their customers. Assuming we’re reaching the broadest of audiences, I would suggest:”
* Search, 96%+ of all smartphone users conduct search, if you’re not relevant at the time of a consumer’s expressed need at the time of this search you don’t exist.
* Optimized mobile web site, a successful search (organic or paid) stimulates an engagement, i.e. some clicks on your link. A marketers site must be mobile optimized, i.e. Tailored for the device their visiting you though. If it does not load within 3 seconds, 60%+ percent of people will leave, if it is not tailored to their device they’ll be dissatisfied and leave, and, possible most importantly, as of April 21, 2015 if your site is not mobile optimized Google will negatively rate your site within the search results.
* Email, 65+% of all emails are opened on a mobile device, 95% of all emails are only opened on one device. If you’re email is not mobile optimized you’re simply going to be ignored at best and considered spam at worst (even if you’ve received an opt-in.
The above are table stakes. To truly be mobile the next step is to consider the integration of 1) text messaging in to your efforts, 2) develop a compressive content (owned, paid, earned an shared) plan, since content is the heart of all media, 3) consider mobile advertising to drive awareness and engagement and finally, 4) for your most loyal constituents consider building an app.
-a relevant bunch of vendor names
- Search (Google)
- Email (ExactTarget, Hubspot, Cheetamail, Mobile Storm, Constant Contact), email testing and optimization: Litmus, Responsys
- Mobile Web (Custom, Hubspot, Wordpress, Drupal)
- Text messaging (Vibes, Waterfall)
- Content (too complex for this article)
- Mobile advertising (varies by objective: InMobi, Millennial Media, xAd, Taptica, RadiumOne)
- Apps (an agency, PhoneGap, Appcelerator, Eachscape…)
-a couple of quotes (from you) on how important this stuff is, and how marketers are using it, and where it’s going.
MJB>>“For leading marketers, mobile is and has become the central figure of their marketing strategy. Procter & Gamble remarks, “Our mobile strategy is simple, we follow the consumer.” Target notes, “Mobile is becoming a front door with Target, that’s really where we’re going.” According to REI “IN-STORE WIFI HOLDS THE KEY TO CUSTOMER ENGAGEMENT”… The list goes on.”
-Maybe a quick case example of someone you know who is using mobile successfully.
From a strategic vision, Coca-Cola gets it better than anyone else: http://www.coca-colacompany.com/videos/enabling-desire-mobile-as-cokes-6th-sense-ytc51ofcqzcrk.
Adidas has nailed content, they have a 20/80 rule, 20% preparation, 80% execution (which mostly consist of listening to customers).
Amazon is a king, 20% of sales through mobile .
Marriott has a compressive strategy, with a significant portion of bookings
Can you help me with this? Sorry to impose. I hope the PR value will be of some use to you…