Adding a Mobile Strategy to Your Marketing Plan? The time has come. Mobile marketing is not just marketing to those who are mobile, but marketing to those who have mobile devices. Don’t think of it as marketing for those on the move, quite the contrary, mobile marketing is marketing for those who have mobile devices. According to a recent Accenture Survey – Mobile Devices are Becoming the Medium of Choice to Access the Internet.
What’s that mean for the average business? It means that you better have a Mobile Marketing Strategy. This is not a phase, this is a movement. We, as an Internet population, will be mostly on mobile devices within the next few years and there is already a large push toward that end right now. Look at the latest Windows version or Google’s Chromium and you’ll get the picture. They are all moving toward a mobile device friendly environment. The Internet in the traditional sense is gone.
Marketing, at its center, is all about the act of communication and engaging the customer or prospect in the interaction of communication. As a marketer, you must engage your customers and prospects and interest them in what you have to communicate. Impart information and news about your products, services, and related activities to your audience so that they may know more about what your organization does and has to offer. Simple enough, right? Not so fast. It’s not enough to know what to say and how to say it, you have to be able to interest the individual on a personal level in an environment they are familiar with. If it’s hard, they won’t bother. Make it simple and easy to convey as well as receive. Mobile marketing is basically a very powerful way of enabling communication and engagement with your prospects and customers in all sorts of interactive and productive ways. It follows that your goals may include one or more of the following:
- Increase brand awareness and recall
- Generate leads and identify new prospects
- Acquire new customers
- Increase revenues and profits from existing customers
- Enhance existing customer loyalty and activity
- Improve resolution time for customer inquiries
- Stimulate social media engagement, word of mouth, and viral marketing
Your marketing objectives, and all the information you collect to support your plan, should be written down and included in a plan that provides a complete view of your mobile marketing efforts. Your plan should cover the following key components:
- Target Audience
- Offerings
- Quantifiable Objectives
- Resources
- The Communication Efforts
- Delivery Channels
- The Exchange
While this is not the only aspects of getting a marketing plan for the mobile world off the ground, it is a start. You will need to engage the customer and prospect on their level. Look at it from their perspective. Engage them on their medium. Get a smart phone and start looking at your site. Is it friendly? Is it easy to use? Is it conveying the needed message? If not, you need to get on the mobile marketing ball.
If you are interested in planning and budgeting an online mobile marketing campaign but don’t know where to begin, let PTC Computer Solutions help you get started. We can plan and deliver a full budget for your company to deliver a consistent and effective message to your prospects. Contact David W. B. Parker (the “W. B.” stands for WeB) at davidp@ptccomputersolutions.com or go to www.ptccomputersolutions.com for more information.
By David W. B. Parker
President
PTC Computer Solutions
2/27/2013
PTC Computer Solutions