Mobile marketing anyone? Think before you text.

Absolutely the next frontier in marketing is Mobile. It's happening now so be prepared. Prepare your marketing plans and prepare for the onslaught. A few tips and things to remember:
  • First and foremost: Don't jump in. Don't. Not unless you have aligned your mobile tactic to a business objective. Please. Antsy marketers ruin it for the rest of us and make the medium less effective. Let email and social networks be a lesson. Without an objective that can be measured, you can't know if you succeeded. Is your objective promotional? Do you want to be viewed as a thought-leader? Awareness? Top of Mind? Customer Input? Each objective would have your communication strategy, including mobile, take a very different approach. Why are marketers failing to understand the 'value' and 'metrics' for social media? Most likely because they didn't have a measurable objective to know what they were measuring.

    Ask people getting mobile updates today about relevance. The companies setting expectations with customers for what they will receive and then provide that value, are successful. Companies that jump in to the new technology 'just testing' sending random information will see their opt-out rates soar.

    Once you lose someone, it's 10 times harder to get them back.
  • Next: Whether you are ready or not for mobile, start data capture of your customer and prospects mobile numbers. Email has recently been the 'currency' of choice in a database. I suspect mobile numbers may take over in the near future. Set yourself up now for the future when you are ready.
  • Know your customers and prospects and ask them first how they prefer to communicate with your company. Don't assume. Poor assumptions about email communication started SPAM and filtering. Don't ruin your brand and value by making assumptions.
  • If you have a solid objective it is easier to craft a communication strategy that is relevant to the objective and relevant to your customers.
  • Repeating: Don't be a tactical marketer. New media and technology is fun and exciting. But think first. What are you trying to achieve?
Let me know what you think,
Jackie

Posted by Jackie Kuehl at 3/11/2010 9:28 AM
Categories: mobile marketing, marketing tips, social media, text
Tags: mobile marketing marketing tactics social media marketing objectives
 

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