The mobile marketing & advertising ecosystem.
The degree of success you have marketing via mobile is directly related to the degree of seriousness with which you treat it as a channel. Your mobile efforts, whether using the web, apps, or other means of communicating with a person on their phone should never be treated as a standalone medium.
These are just two of the core insights outlined at the Mobile University conference that brought together agency and brand representatives to talk about what works in mobile marketing and where the medium is going. The conference served to both reinforce and enhance the approach KeyLimeTie takes with our clients.
When you isolate your mobile efforts to one-off campaigns, you risk throwing away a lot of work; as if you launched a website only to wind it down weeks later. Instead, think in terms of 12-month cycles for your marketing objectives instead of a "quick-win" 8-week campaign.
Whether you develop your mobile solution in-house or contract to an agency or development team like KeyLimeTie, realize the real value lies when you build a long-term program for engagement, complete with multiple campaigns integrated with your overall marketing strategy for the year. Your mobile marketing efforts should result in a channel through which you communicate on an ongoing basis.
The key is to first understand mobile devices for what they are. What are your consumers already doing on their phones, and how can you enable those behaviors?
“Mobile is the
snack food
of your day.”
People use mobile devices on breaks, pauses, for short bursts and in moments of periodic downtime. They also use it when they need information to make a quick decision. Consumers are a lot smarter than us—the marketers, brand managers and developers directly involved in marketing a product or service—so don't just do something for the sake of doing it, make it make sense with them and their habits.
Mobile Campaign Tips:
- For every $1 you spend developing and executing a mobile marketing campaign, be prepared to spend another $2 promoting it.
- Allow your customer to treat their phone as a "mobile mouse." QR codes let you "click" on things in the real world, taking them from real world experiences to digital ones they see on their phones. This can provide entertainment, information, connection and other kinds of value.
- Know how people use apps. After a user has 5 or more apps installed, there's a significant drop off in app usage on a monthly basis. Build in weekly interactions with your users to stay on their radar. Push Alerts on the iPhone and Android are one way of accomplishing this.
Looking to build your mobile strategy? Talk to KeyLimeTie and we'll walk you through how.
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