Every movement begins with a moment.
Mobile marketing is not a mystery. In fact, with the right approach, it can be quite simple. In 2013, I was fortunate enough to have the opportunity to attend several mobile marketing conferences across the country. I traveled from California to New York to listen to some of the best marketing minds in the business discuss their approach to mobile. Below I’ve assembled a collection of what I believe are the best ways to think about mobile marketing based on my learnings over the past year. By adopting these mind-sets, the illusion of the mobile mystery will fade away and you will have a clear understanding of how to apply these concepts to your 2014 marketing strategy.
Consumers don’t think “mobile.” They tweet, text, email, game, watch and essentially live on their phones, tablets and computers. They expect content and experiences to be available across devices, so it’s imperative that a marketer’s brand is available and accessible across devices as well.
There’s one Internet. It’s all about how you access it. Mobile is not a channel; it is the device that gets people to the content. Once brands stop asking, “What are we going to do on mobile?” they can start asking the right questions, like “How and where will our consumers access this content?” and “What does the experience look like cross-device?”
Mobile isn't an advertising strategy; it's a business strategy. Anna Bager of the IAB Mobile Marketing Center of Excellence said, “Mobile devices are the remote controls of our lives.” Mobile devices, especially smartphones, are the most intimate lifestyle devices consumers own. They are rarely out of arm’s reach, so not having a mobile strategy (or having the wrong mobile strategy) could be detrimental to your business. Don’t abandon your consumers on their primary device.
Talk to the human that's using the phone, not to the phone that the human is using. We’re done with more push; what we need is better push. Think of mobile marketing as a conversation, not a one-way medium. Create an ongoing relationship with a consumer, not simply a transaction. Marketers have more access to consumer data than ever, so leveraging that data to facilitate a one-to-one connection with your customer will create a more meaningful experience.
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