When, Why and How to Go Mobile
Blog entry by David W. B. Parker, President of PTC Computer Solutions
Mobile marketing is a very powerful way of enabling communication and engagement with prospects and customers allowing for a targeted effort toward a specific audience with a variety of interactive and productive methodologies.
Strategies for Mobile Marketing
Marketing is all about communicating and engaging those being targeted. Communicating and engaging the prospect and customer involving the dissemination of information and news about products, services, and related activities, whether through the web site, social networking, email, or any other means. The objective is to impart the information on what the company is involved with as well as attempting to engage them to action.
Mobile marketing is not something that is solely responsible for all the marketing efforts for the company but should be an integral segment to assist in the marketing strategy as a whole. Marketing, in general, should have the objectives following:
- Company and product branding – increasing brand awareness and recall
- Customer acquisition – generating leads and identifying new prospects as well as acquiring new customers
- Retention of current clients – increasing revenues and profits from the existing customer base
- Relationship management – enhancing existing customer loyalty and activity
- Support and care – improving resolution time for customer inquiries and complaints
- Social media engagement – stimulating social media engagement to employ word-of-mouth and viral marketing
These are marketing objectives and mobile marketing is a tool to that end.
Mobile Marketing Strategies Key Components
Marketing objectives, and information collected to support the plan, should be committed to writing and included in an overall plan providing a complete view and understanding of the mobile marketing objectives. The plan should cover the following key components:
- Target audience – the plan should be specific in mentioning the target audience to reach, whether they be prospects, customers, partners, society in general, or some combination of these.
- Offerings – details of exactly what is being offered and the value the customers should see from these offers, such as how they will fulfill their needs, moderate their pains, and meet their demands. In addition, there should be some though to how these offerings will change as the customer moves through time with the company – a marketing concept that refers to the stages of customer engagement and lifecycle of the customer.
- Quantified Objectives – there should be details as to what is intended to be accomplished such as whether it is to increase brand awareness, improve sales in a particular region by some percentage, become the top provider in the market, or some other objectives.
- Resources – all the resources for accomplishing this plan should be included such as the people, partners, financial needs, technology requirements, services, and others required to complete the objectives.
- Communications Efforts – there should be included specifics as to what is needed and what is required to convey to the target audience, what channels, including mobile, will be needed in order to communicate the message. Also, there should be specifics about how this message and the communications will change through every stage of the customer lifecycle.
- Delivery Channels – the plan should detail how to get the offerings to the market.
- Exchange – ultimately, the plan needs to be specific regarding how the business will conduct itself and what the value of the exchange will be with the audience.
With these in mind, there should be a definitive objective and plan to completing them, ostensibly, a plan for the plan.
The understanding and strategies for going mobile ultimately define some key questions:
- Who is the Mobile Audience?
- What are they interested in?
- How are they interacting?
- How will they be engaged and engage?
Answering these will help to define the direction to go with the Mobile process.
Just because a particular mobile path is not applicable for mass market use does not mean that it should be ignored. Some channels, like the mobile Internet and video markets offer, are perfect niche markets for some things – that is to say, markets where it can be fairly well assumed that the customers have mobile devices capable of access the mobile Internet, have data plans, and know how to use the features. This guarantees a certain level of understanding and also a certain level of engagement as well as the ability to deliver a very specific experience for the user. Take advantage of this. It’s not every marketing media that you can ascertain these specifics, so be sure to address the mobile market with the specifics necessary to provide the best mobile experience.
PTC Computer Solutions has been involved with the Internet and assisting businesses in the understanding and best use of the web since 1996 and is ready to help you and your business to build a better online marketing approach. Contact David W.B. Parker at firstname.lastname@example.org or find out more at www.ptccomputersolutions.com. We stand at the ready.