Mobile Madness Part 1: The Why and How of Your Mobile Marketing Method

Mobile burst onto the scene before any­one had a tight grasp on what it meant for mar­ket­ing, let alone com­merce, social inter­ac­tion, travel, com­mu­ni­ca­tion, learning—the list goes on. Mobile sta­tis­tics are stag­ger­ing: 91 per­cent of all adults on earth own a mobile phone, 56 per­cent own a smart­phone, and users have mil­lions of apps to choose from. Black Fri­day and Cyber Mon­day showed that smart­phones and tablets are becom­ing a pre­ferred method of com­par­ing prod­ucts, bar­gain hunt­ing, and buy­ing, even when inside a store.

What’s Your Method to the Mobile Madness?

“Though this be mad­ness, yet there be method in it.” — Ham­let

It is pos­si­ble to move beyond the dizzy­ing game of merely react­ing to new devel­op­ments to a proac­tive mar­ket­ing method tar­geted to your audi­ence. The key word here is “method.”

Not form­ing a mobile method is like going on a jun­gle trek with noth­ing but your cam­era and a pack of gum—you won’t get far. Equip your­self with a com­pass, GPS sys­tem, and team of sur­vival experts, and you’ll have what it takes to thrive. The mobile mad­ness isn’t going away any­time soon. Make a path in the jun­gle by devel­op­ing your own strate­gic mobile mar­ket­ing and engage­ment method.

Find the Right Method for You

A suc­cess­ful mobile mar­ket­ing method will be formed by the needs and per­sonas of your audi­ence. Three steps can help you design a method to suit your busi­ness. These steps encour­age you to let your cus­tomers point the way to solu­tions that are at once inno­v­a­tive and actionable.

Ask Your­self Why, Not If You Need Mobile

In one form or another, you need a mobile pres­ence. The ques­tion is where to focus your pres­ence in order to reach and serve your audi­ence in last­ing, mean­ing­ful ways. Think beyond being search­able or gain­ing “likes,” to mak­ing your brand syn­ony­mous with value. This means nur­tur­ing rela­tion­ships and offer­ing life-enhancing mobile ser­vices, whether they pro­vide con­ve­nience, enter­tain­ment, con­nec­tion, advan­tage, or all of the above.

The solu­tion to mobile mad­ness is hyper-relevance. Match cus­tomers’ needs, inter­ests, habits, and loca­tions and you’ll be a home screen-worthy mobile brand. The fol­low­ing table gives a sim­pli­fied overview of what a customer-centric mobile method looks like.

Mobile Madness Part 1: The Why and How of Your Mobile Marketing Method image LoniStark 08 MobileMadness1 TABLE 300x290Mobile Madness Part 1: The Why and How of Your Mobile Marketing Method

Who are your prospects and cus­tomers? If they are chief infor­ma­tion offi­cers (CIOs) look­ing to make sound ana­lyt­ics soft­ware invest­ments, you may want to focus your efforts on infor­ma­tive con­tent mar­ket­ing, like an app that com­piles rel­e­vant thought lead­er­ship, or mobile video pre­sen­ta­tions for busy exec­u­tives to view on the go. B2B vis­i­tors likely want con­sum­able yet author­i­ta­tive con­tent that will empower them to do bet­ter busi­ness. They’re also on the look­out for a trust­wor­thy ven­dor with an acces­si­ble sup­port team. Can your mobile site con­nect them to a prod­uct rep with the click of a button?

Look at Data and Behavior

Once you start tar­get­ing the right users (i.e., your audi­ence) with mobile ser­vices, you’ll want to pay atten­tion to how users move through your sites or apps.

  • Who is visiting?
  • What plat­forms and con­tent are they accessing?
  • Where are they when they visit? At home, at work, on the train?
  • When do they engage? Morn­ings, din­ner time, dur­ing their after­noon slump?
  • Why do they come to you? What infor­ma­tion or expe­ri­ence are they after?
  • How long do they stick around? Are they con­sum­ing 3-minute videos, scrolling through images, read­ing and writ­ing com­ments, or spend­ing sec­onds on bul­leted content?

The answers will affect how you pack­age, place, and order con­tent. Pay­ing atten­tion to page flow can help you give vis­i­tors what they want up front, and entice them to dig deeper.

Todd LaBeau, vice pres­i­dent of dig­i­tal for Lind­say, Stone & Briggs, describes how data and behav­ior can shape the mobile method:

“Say you notice that con­sumers tend to open recipes pri­mar­ily on their tablets and look at store loca­tors more on phones.… Maybe the mobile phone peo­ple get coupons offered along­side store loca­tions, while tablet users get addi­tional recipe tips or prod­uct info, lead­ing to up– or cross-sales. Just by tak­ing a few min­utes to look at mobile and screen size seg­ments, you can iden­tify and expand rel­e­vant sales oppor­tu­ni­ties for your customers.”

Mov­ing from Cus­tomer Needs to Solution

Pro­vid­ing rel­e­vance and value to mobile cus­tomers is a busi­ness deci­sion and should be an inte­gral part of your dig­i­tal strat­egy. Arm your­self with the appro­pri­ate data, and use it to deliver the right mes­sage to the right peo­ple at the right time and place. Stay tuned for my next post, where I’ll delve into spe­cific exam­ples of com­pa­nies that exam­ined their cus­tomers’ needs and arrived at mean­ing­ful mobile mar­ket­ing strategies.

For more views on customer experience and web experience management, visit my blog here.

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