When Mobile Met Marketing
In an industry as fast-paced, innovative and competitive as marketing, there are few things that all leading brands and agencies agree on. But the one thing that’s become the biggest buzzword in the industry for 2013 is “mobile.”
At this year’s Mobile Media Summit at the Mid-Atlantic Club in downtown Chicago, we had the opportunity to hear from several panels of marketing gurus from all over the world about how mobile is engaging with new audiences that brands have never been able to reach.
Here are four of the biggest takeaways that all successful brands need to know about mobile to be able to flourish in 2013:
- Mobile is about experience.Wherever we go, our mobile devices follow. Mobile is now the first screen to reach target audiences. With an extra layer of data, education and entertainment properties, mobile devices provide an opportunity for users to engage and interact with brands in a more in-depth way than traditional television or print material is able. Lowe’s, for example, supports their marketing campaign by releasing a series of six how-to Vines each month, called “Fix in Six,” to interact with customers. Their innovative approach has gained them more than 1.4 million views. Brands must be able to exchange information for value that will keep customers connected.
With all of the technology breakthroughs, remember to treat your audience like the humans that they are by sharing real stories, developing personalized ads and providing better support. Optimizing platforms like Tumblr, Twitter, Instagram, Vine and YouTube to share your content will also give consumers a way to grow their involvement in the brand.
- Personalized marketing is the marketing of the future.Mobile is the most accurate and intimate tool for finding out where your consumers are and what they are doing. “Geofencing” is a location-aware feature that allows brands and businesses to specifically target customers with offers and messages, based on their proximity, making it one of the most essential up and coming assets to mobile apps. By properly measuring marketing effectiveness with tools such as reporting qualified click through rates and utilizing geofencing, your focus returns to consumer value, which, in turn, helps consumers make informed decisions.
- Mobile is part of a bigger conversation.Because the buzz of mobile devices has taken over the marketing industry so quickly, many have failed to realize that mobile is not a campaign and should not be isolated. Marketers must have a holistic view where the mobile device is used to integrate and complement your brand message. Mobile marketing is there to reinforce all of your media, with the advantage of having it delivered in the palm of your hand. It provides an opportunity for attitudinal shift in consumer perception of the brand.
- Results are limited.Even the minds behind the most successful mobile apps agree: No one really has a dollar ROI on mobile, but is an essential gamble. The big spenders, who spend more than 3 percent of their marketing budget on mobile, believe that brands will gain greater results with more time and money spent. Because there is no middle or end for mobile media, brands need to have funds available for room to mature. Simon Bond, Chief Marketing Officer for BBDO, says that though mobile is only about 1 percent of the average agency or brand’s budget, investments must shift to mobile if they want to stay competitive in the future.
Though the velocity of change is fast, the simplicity, familiarity and ease of use makes mobile the newest and, perhaps, most promising asset for personalized marketing. The thirteen panels of marketing executive unanimously agree: The most important tip for brands delving into mobile media is to find where you can make an impact and go after it because mobile is only going to keep growing.