5 Reasons Mobile Makes You Better

Mobile marketing can be extremely powerful, but I’ll be the first to tell you that, alone, mobile is not the silver bullet. However, when you incorporate mobile into your marketing mix, I’m a firm believer that everything else you do will get better. Why? Mobile is a part of every aspect of marketing because it’s now a key part of your customers’ lives. Period.

Mobile marketing can be extremely powerful, but I’ll be the first to tell you that, alone, mobile is not the silver bullet. However, when you incorporate mobile into your marketing mix, I’m a firm believer that everything else you do will get better.

Why?

Mobile is a part of every aspect of marketing because it’s now a key part of your customers’ lives. Period.

5 Reasons Mobile Cannot Be Ignored
1. More than 70 percent of Facebook usage is from mobile. What does that mean for you? That means social is mobile and vice versa. What are you doing to give your Facebook users the best mobile experience?

2. More than 25 percent of global Youtube views are from a mobile device. Basically, your customers don’t just need short videos on their phones. Are you holding back because you think your customers will act a certain way?

3. Did you add a URL to your direct mail campaign? You just welcomed your customers to visit your site from their mobile device of choice.

4. Do your hours change throughout the week? Your customers are searching to make sure you’re open before they visit you … from their phone. Enable your customers to take action in the moments of truth.

5. Do you send email? At least 40 percent of your database is opening your email from a mobile phone. Don’t overlook the most underrated mobile channel.

I could actually go on, but I want you to walk away with one thing: Approach every marketing initiative with the mobile user in mind and your marketing performance and customer satisfaction will improve.

Your customer decides how they connect to you, not you. It’s your job to do everything in your power to make your customers experience exactly what they are looking for.

If you don’t … well … they will just go somewhere else.

In Praise of the Lowest Common Denominator

A few years ago, I was flying back from a client meeting via JetBlue. By the time I boarded the full flight, many of the passengers were already tuned in to DIRECTV. I glanced around and saw that I was in the company of a refined audience. Passengers were watching CNN, CNBC, The History Channel and an occasional ESPN News here and there. A fast 90-minute flight later, I looked around again. It was a different picture. Easily three out of four passengers (myself included) were transfixed by the much less highbrow “Growing Up Gotti.”

A few years ago, I was flying back from a client meeting via JetBlue. By the time I boarded the full flight, many of the passengers were already tuned in to DIRECTV. I glanced around and saw that I was in the company of a refined audience. Passengers were watching CNN, CNBC, The History Channel and an occasional ESPN News here and there. A fast 90-minute flight later, I looked around again. It was a different picture. Easily three out of four passengers (myself included) were transfixed by the much less highbrow “Growing Up Gotti.”

While we all aspire to spend our waking hours living the tippy-top “self-actualization” tier of Maslow’s Hierarchy, there are times when we just need a break from all that intellectual stimulation.

As marketers, you have an opportunity to make yourselves memorable by giving consumers an escape. It’s time to think beyond whitepapers and webinars and all the “good for you” stuff that you do for consumers.

Give Them Something to Talk About
We’re social animals by nature and love to share with others. Go to any website and take a look at the “Most Read” and “Most Emailed” list. I guarantee they look very different from each other. What we like to share are things that emotionally impact us in some way — whether it made us chuckle, surprised us or touched us.

Make Them Laugh
Speaking of laughter, if blender companies and insurance companies can be funny, you can too. If all else fails, make fun of yourself. Talk about the “unspeakable” and, if you’re brave enough, embrace the “ewww.” Check out Nasopure, a company that makes nasal wash devices, for an example of the latter.

Surprise Them With a Gift or Gesture
Who doesn’t like presents? Nothing makes an impact like a random act of appreciation. It can be as simple as mailing out a little “thinking of you” trinket (preferably without your logo on it) or a handwritten note to thank your customer for their business.

What are you waiting for? Channel your not-quite-so-evolved self and bring a “Growing Up Gotti” moment of pure delight into your customers’ lives.