This year, we have seen companies of all sizes and across all industries jump into mobile media. They experimented with emerging mobile-based technologies like QR codes, mobile coupons, location-based check-ins and even augmented reality. Sometimes they were met with success, but more often than not the mobile strategies do not live up to their potential due to technical errors, design flaws or poorly executed strategies.
Mobile presents many unique challenges including the multitude of devices and operating platforms, the size of the screens, and the associated awkwardness of text input on smaller touch-screens. With so many moving parts, how can marketers ensure that their efforts will be a success? While there is no “secret-sauce,” there are six key considerations that will provide a strong foundation for mobile media strategies.
Marketing strategies should be fully integrated across all mediums, including mobile. Simply adding mobile as an afterthought will inevitably lead to an inconsistent brand experience.
We live in a “What’s in it for me?” society. Consumers should have a clear understanding of the purpose of the mobile offering and why it will be beneficial to them.
You are marketing to users on-the-go, so give them what they want, when they want it. The content should be compelling with a clear call to action. Don’t just try to duplicate stationary site content on a mobile interface. Mobile user needs are different. Take that into consideration when selecting the mobile content.
With only three to four inches to present information, make sure you’ve designed a well-defined content hierarchy. If forms are required, minimize the input fields to as few questions as possible.
Execute your strategy right, and they will invite you to be part of their life, 24/7.
Technology for technology’s sake doesn’t impress anyone. Think strategically about the various mobile tools and what specific purpose they serve prior to implementing them into your mobile efforts. Sure, apps are all the rage, but they aren’t always the right mobile solution. Consider your business needs, objectives and target audience when developing your strategy.
Get all necessary parties on the same page including Marketing, IT, Copywriters and Project Managers. Make sure that all your applicable links are active and a proper analytics strategy is in place so that your efforts are measurable. For example, a QR code may look great on your direct mail piece but if the IT group hasn’t vetted the technology to ensure a flawless execution, you may be wasting important print-piece real estate on a technology that won’t work.
The “wow” factor of mobile technologies is often expressed through staggering statistics about consumer usage, making it a channel that marketers can no longer afford to ignore. However, the most important impact of mobile’s information-on-the-go functionality, is the way it can empower users. Execute your strategy right, and they will invite you to be part of their life, 24/7.