Building a Mobile Presence

Mobile is a revolution. The power of the personal mobile device has created the potential for businesses to build stronger and more mutually valuable relationships with their customers. Nothing gets a marketer closer to their customer than mobile. Many marketers realize this, at least instinctively. They know that a mobile relationship has to be invited, built upon and cultivated. However, either due to lack of experience or training many marketers don’t know how to do this.

Mobile is a revolution. The power of the personal mobile device has created the potential for businesses to build stronger and more mutually valuable relationships with their customers. Nothing gets a marketer closer to their customer than mobile.

Many marketers realize this, at least instinctively. They know that a mobile relationship has to be invited, built upon and cultivated. However, either due to lack of experience or training, many marketers don’t know how to do this.

Today’s brand imperative is to include mobile in the marketing mix. A key element is to establish a mobile presence. Marketers leveraging mobile may use any number of the elements at their disposal to engage, entertain, enrich and delight consumers. These include:

  • mobile websites;
  • mobile applications;
  • SMS, MMS and email messaging;
  • voice;
  • mobile enrichments, elements and experiences;
  • mobile search;
  • location-aware plug-ins;
  • mobile social media;
  • mobile advertising (from text to banner to rich media);
  • mobile commerce;
  • response codes;
  • personalization and privacy management tools;
  • optimized mobile content (e.g., text, images, video);
  • mobile access points;
  • feature phones;
  • smartphones;
  • tablet computers and other connected devices;
  • use of traditional media; and
  • market verticals.

The versatility and capability of the channel means that building out mobile campaigns could employ any combination of the above. However, conducting a campaign that simply leverages one or more mobile elements for a finite period of time is simply a mobile tactic, not a mobile presence. It shouldn’t be considered core to the marketer’s strategy.

To develop a strategy, consider mobile from every side and dimension. In developing a strategic marketing plan, brands can no longer just rely on linear models. Marketing today is a multidimensional problem set requiring nonlinear solutions and thinking.

Without a strategy to hold these elements together, your mobile engagement could suffer. One key to a mobile strategy is where you’ll establish your mobile presence. There’s no one-size-fits-all strategy when it comes to building a mobile presence. Just as mobile is a personal choice for the consumer, the right combination of the mobile elements outlined above will vary based on particular marketing objectives, firm resources and customer needs.

You may not need mobile apps or mobile advertising may not be the first thing you start with. You must figure out the mix and sequence that will meet the needs of your brand. One of the first steps in building a mobile presence is ensuring that you have a mobile website that functions well on mobile devices in terms of form, function and content. These aspects of a mobile website should complement a marketer’s objectives and industry.

For example, a retail site may focus on providing consumers with product information, discounts, loyalty-building programs, store locations and maybe even direct commerce options. Whichever combination of these services a marketer employs, they need to get it right by making the features accessible and easy to use. A recent Limelight Networks’ study found that 20 percent of consumers may complete their research efforts but vow to never return to the site. An additional 18 percent will stop immediately and move on to another site. By not creating an effective mobile presence, marketers are clearly losing business.

Repurposing your site for mobile may feel like a daunting task, but it doesn’t need to be. In fact, being able to envision how your site reads or works as a mobile site has become much easier. There are several tools available that can help you build out your mobile web presence. One such tool was launched last month when Google released GoMo. By entering your website’s URL into HowToGoMo.com, you can see what the site looks like on a mobile device. GoMo goes a step further, making suggestions and showing alternatives that will help you make adjustments to ensure your site is mobile optimized.

GoMo also gives examples of effective and engaging mobile websites to show what’s possible. It also offers a selection of leading mobile site developers. GoMo is an extraordinary resource to help you see what your customers see when accessing your site on their mobile devices, including the challenges you face in making your site as accessible and useful as possible.

Yet however critical it is, having an effective mobile website is just one of many mobile tactics. You must consider all the mobile touchpoints listed above. See how they integrate with your objectives at every stage of the consumer consideration funnel, then adjust your execution based on your needs and those of your customers.

In the end, creating a mobile presence is about providing a better user experience across all channels to help consumers engage with your brand at any state of the consideration funnel from any device or location. In the mobile marketplace, mobile presence is essentially the front door of a business. Making it accessible, useful and easy to approach isn’t just an added service or a smart business tactic that’s essential to effective customer engagement, it’s a business imperative in today’s mobile world.

The 4 Pillars of Mobile Strategy

Your brand must have a well-thought-out plan that captures data from all interactions it has with each and every customer so that every customer interaction is contextually relevant. If this element is missing from a brand’s marketing plan, it will be severely limited — customer engagement and profitability will be hampered.

I recently spoke with the team over at Merkle in order to better understand what it takes to successfully embrace mobile marketing. According to Bruce J. Hershey II, mobile marketing strategist at Merkle, brand marketers must identify where their brand stands within the mobile ecosystem before moving on to specific mobile tactics and campaigns. Bruce emphasized that in order to achieve results with mobile marketing, it’s imperative that brand marketers develop and execute against a comprehensive marketing strategy that includes mobile rather than simply focusing on mobile capabilities in isolation. Doing so will allow your brand to stay focused on its overarching marketing strategy as you weave mobile or any other digital channel into the mix.

I asked Bruce what it takes to build a mobile-enabled marketing strategy. “Without a reliable and proven framework to use as a guide, developing and successfully executing a marketing strategy that includes mobile and achieves its desired and expected results can be a difficult thing to achieve,” he replied. According to Bruce, an effective mobile-enabled marketing strategy must account for everything, literally. You must understand the following:

  • your customers, the environment they live in and what they need;
  • your brand, including its objectives, resources, technical capabilities (both with traditional and mobile marketing), experience, and commitment to marketing and mobile at every level within the organization;
  • your existing strategy to meet your brand’s goals and objectives;
  • the technology that will enable your brand to implement that strategy; and
  • the media channels (e.g., print, email, television, radio, social networks, etc.) at your disposal that can be leveraged to reach and engage consumers.

I also spoke with Chris Wayman, vice president and general manager of mobile practice at Merkle. Chris emphasized that in today’s digital age another element to a successful mobile strategy is needed, namely connecting mobile data to your customer database. A CRM strategy helps businesses derive valuable customer insights by looking at all offline and online touchpoints throughout the customer journey.

In other words, your brand must have a well-thought-out plan that captures data from all interactions it has with each and every customer so that every customer interaction is contextually relevant. Chris noted that if this element is missing from a brand’s marketing plan, it will be severely limited — customer engagement and profitability will be hampered.

Merkle has developed a framework to help organizations build out their mobile plan. The framework steps through a process that helps organizations build out their plan along four key pillars:

  1. mobile audit and strategic road map;
  2. media integration of mobile tactics;
  3. mobile marketing tactics; and
  4. customer database integration.

By leveraging these four pillars and a proven approach to developing mobile-enabled marketing strategies, Merkle has found that its clients are able to properly integrate mobile marketing into their digital marketing plan, produce impressive list growth results, reduce uncertainty in the development and execution phases of their marketing plans, and generate predictable results for long-term, sustainable company success.

To learn more about what it takes to develop a mobile-enabled marketing strategy, join us for the following webinar on May 25: How Mobile Coupons Drive Revenue and Build a Mobile Database for Men’s Wearhouse’s K&G Superstore.