[Read this article in Portuguese here...]
Some time ago, Rob Thurner sat down at the American Marketing Association's desk to talk about mobile marketing and share insights with marketers struggling to get the right investment on the mobile. The specialist shared them with Markedu.
I present here 9 Top Takeaways for mobile advocates who are struggling for a good budget, but who also care about all the stakeholders in the business.
1. As far as mobile is concerned, consumers are ahead of the brands
Vision marketers see the massive opportunities that mobile offers to build customer leads through new, relevant and personalized content. However, many brands are uncertain how to get started.
Brands need to build detailed customer insights into the mobile value strategy throughout the customer journey and establish clear Key Performance Indicators (KPIs) to optimize mobile performance.
2. Allocate a budget for mobile
There is no magic number. It depends on the problems that the mobile can solve in your business, such as customer acquisition, branding, sales and CRM. Start by doing a thorough analysis of "customer mobile personas" to identify mobile behaviors and device preferences.
When faced with the budget issue, Coca-Cola's CMO said it would increase its value from 5 to at least 20% within two years. Whatever the value you need in your business, to ensure that the implementation of your mobile strategy will be a success, each phase must have a robust business plan and tools to measure and track ROI.
3. What retailers need to know about "clicks inside the store"
Mobile consumers are more demanding than ever, and fickle. It is difficult to retain the customer and even more difficult to maintain loyalty due to the increasing number of applications (apps) to compare prices and greater transparency in prices, which are found through web searches via mobile devices.
But all is not lost on retailers. Businesses can quickly earn share and at low cost if they offer a great mobile and tablet user experience.
4. What is the meaning of 'showrooming' for retailers?
We have been witnessing examples of "online searches, offline purchases" being replaced by "offline searches, online shopping". That is, the conventional sales channel becomes a channel of experimentation. And this represents fantastic opportunities for retailers to develop more engagement and highly personalized shopping experiences for consumers, enabled by in-store Wi-Fi.
Products and prices that are highly targeted to your target audience serve to reward customers by driving them to frequent store visits and consequently increased sales.
Stay tuned for iBeacon and other in-store proximity marketing channels. We are seeing cases that prove that this technology really works.
5. Where to start when developing a mobile marketing strategy?
The customer always comes first. What use does it give to devices? What is your "cross-device" behavior? Consumer interaction offers a lot of clues as to the brand engagement with the mobile. Do not forget that the mobile implementation requires resources, including content, communications, sales, data and technology, as well as tests, measurements and adaptations to your mobile activity.
6. How can a mobile marketing strategy help (or hinder) the brand?
Whether your goal is brand building, acquisition, "upselling" or "cross-selling," keep the consumer at the center of everything. The mobile strategy should deliver the best service to the end user. Think of ease of use, convenience and customization.
If you ensure that you have the bases of the mobile correctly implemented, the risk of damaging the brand in this channel is minimal.
Always remember to obtain the permission of the clients to contact them in this way and to respect your privacy.
7. Make mobile an organic extension of your brand, not just another "add-on"
Successful marketers on mobile follow a similar approach:
1. Establish the mobile strategy with an obsessive focus on the user and the user experience;
2. Align stakeholders around the mobile plan and explain the impact it will have on people (other business professionals) and processes. Consider sales, marketing, e-commerce, CRM, IT and data;
3. Constantly test, learn, and adapt based on customer engagement with smartphones and tablets. Mobile strategy is never finished.
8. Mobile: the glue that solves the online and offline experience
More than 80% of smartphone users use the devices when they go shopping, to locate the store, to consult product reviews, to compare prices before they buy in stores. However, retailers who lead in their business sectors are starting to watch peaks of online searches when their TV ads are issued, and these visitors search and buy products through apps and mobile-optimized sites.
Dual screening is firmly integrated into consumer behavior. The winning brands are those that interact and trade with customers in or out of the house 24/7.
9. Lessons from working with "big clients"
The mobile is versatile and can be used to meet multiple business objectives. Success depends on integrating the mobile into sales and marketing activities in a broader way, tracking results and the ability to quickly adapt to customer feedback.
Read the full article (in Portuguese) here...