Mobile phones are a very specific marketing channel. They are personal, always on, and go everywhere the user. However, the dizzying array of screen sizes, different types of content reproduction, the conflicts of multiple standards and protocols most often limited to a marketing approach and technological equipment.
In addition, the mobile phone is not a single channel. It includes many channels: mail, web sites, emails, applications and much more. Some of these channels - email and websites - are also used by non-mobile systems.
How to control the mobile marketing into a communications channel of choice?
At a time when mobile telephony continues its growth, companies must move from limited actions of mobile marketing to a more strategic and more integrated. Despite some apparent difficulties, mobile marketing represents a significant opportunity to create interactive dialogues with customers. Well controlled and responsive, mobile marketing can easily become a channel of communication.
Meet its customers
As with any marketing channel, launched a strategy when an advertiser or a mobile campaign, the client must be central to its concerns. With mobile marketing, the customer must, more than ever, get a message as a service and not as an intrusion.
| How to control the mobile marketing into a communications channel of choice? |
value of each marketing message. This will include much more than simply obtaining his consent to use that channel. Apart from the obvious examples of SMS reminders for appointments and deliveries, the key message is in understanding customers and their expectations at all times.
Think beyond a simple message
Companies need to use mobile marketing as a way to engage with their customers.Mobile phones provide an ideal platform for a more personal communication - as long as they remain relevant and consistent with respect to contacts and offers from other channels such as email or web.
Elana Anderson, vice president of product marketing and strategy, Unica
A person may welcome an alert on a flash sale taking place in a nearby shop, another might see the message as an intrusion and immediately switch to a negative attitude vis-à-vis the issuer.
Get permission!
Obtaining permission to communicate via mobile channels becomes easier as mobile marketing evolves as this authority (or opt in) becomes a part of marketing itself, encouraging clients to engage in campaigns using their phone. For example, the distribution companies are implementing loyalty systems via mobile phones instead of the inevitable loyalty card. Customers participating can download the latest deals while they are in the store. They receive on their mobile bar code associated with an offer for use on hand. As registration and download are attributable to the customer, authorization is given to receive marketing messages, without any intrusion.
Companies such as Mini, Nike and Volkswagen taking a different approach to effectively engage in dialogue with customers by combining mobile campaigns to poster campaigns, helping to customize a traditional mass channel. Passersby are encouraged to take a picture of the signs bearing a code to validate the bonds, either online or in store. The customer initiates the contact with the company and agreeing to receive marketing offers.
Be consistent
With mobile marketing, often emerges a more complete picture of the client image can be used to ensure consistency and relevancy of campaigns across all channels.
A successful mobile marketing campaign is much more effective when it is directly linked to other marketing activities such as emailing, or direct marketing offers in stores. Moreover, for these campaigns to be perceived as a service, they must be consistent.The customer agrees to receive offers on their mobile phones must be able to easily achieve - for example by scanning a bar code displayed in stores. This must in turn be recorded in his online account and the client should no longer receive emails making offers by getting them to provide their phone number. But this type of communication "concerted" remains the exception.
However, for companies that manage to gain the confidence of the client, the opportunities are real. Besides loyalty programs and mobile marketing applications linked to mobility, GPS technology on smart phones already allows applications based on the geographical location of individuals.
The structure of an interactive marketing and mobile performance :
Companies must be able to:
Be aware of all information provided by its clients and prospects - both explicit and implicit,
Understanding the past and present information to determine the best action marketing
Communicate attractive, timely and relevant.
Each advertiser must also be able to achieve all this on all channels and this, in an integrated manner. Their marketing strategy is to become fully interactive: able to engage with each customer and prospect dialogue cross-channel behavior based on their past and present.
Indeed, mobile initiatives often have an additional effect when combined with traditional campaigns, such as incentives to respond via SMS are used in print advertisements or promotions on the point of sale.
Marketing campaigns - and mobile is no exception, are more effective if they adopt this interactive approach.
Interactive marketing is not just online marketing. This is a global marketing - offline and online, mobile and traditional.
@Lionel Goncalves
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