As referenced in the "The Digital Image: Adding Online Comms to Rebranding Efforts" feature, mobile marketing has made its grand entrance into the communications space, and
PR/marketing professionals, resistant as they may be, are loath to overlook the power of reaching the masses anytime, anywhere. After all, with such devices as the iPhone,
Blackberries and Trios becoming consumers' most beloved appendages, delivering brand info via mobile technologies is now more necessary than ever. If you doubt that notion, see
the sidebar on current research surrounding the future of mobile marketing and communications.
But challenges in mobile marketing sector abound, from re-sizing snags to privacy issues. Here's a roadmap for anticipating landmines and successfully landing your content in
the hearts, minds and mobile phones of audiences.
- Understand user demographics as they relate to your business first and foremost. Every brand is different, and every audience has unique expectations of that brand. With
this in mind, develop a program that will appeal to your specific niche. Initiatives should mirror those on your Web site (see below), but they should be tweaked for a smooth
mobile delivery. Visa nailed this by teaming up with ESPN and having its marketing content download to phones in conjunction with the sport network's programming. Coca-Cola
developed a mobile social networking platform called The Yard, offering users free downloads and a means for communicating with friends.
- Know the rules. Become literate in the mobile marketing guidelines established by the Mobile Marketing Association (http://www.mmaglobal.com), among others. Because cell phone carriers know a lot of personal information about their users, advertisers are
foaming at the mouth to use these details to shape their strategies. However, sending a mobile message to an uninterested recipient (or to a recipient that is protected) will do
more harm than good. The safest way to make mobile marketing initiatives a good experience for everyone involved is to have consumers subscribe for a service online. That way,
you ensure that everyone who receives information about your brand actually wants it.
- Remember that Web and wireless are not the same. It may be tempting to repurpose content from your Web site to a mobile platform, but this is a disaster waiting to happen.
For starters, computer screens have far greater resolution than tiny cell phone screens, and complex visuals and applications won't translate well. When you think mobile, think a
stripped down, highly specific version of the Web site's architecture. Epicurious achieved this by taking its online library of recipes and making the list of ingredients
available to mobile users who needed to access the information while roaming the grocery store.
- Don't rebuild, just remodel. As is the case with rebranding strategies, taking content mobile should not translate into completely recreating a brand's identity. All
programs must complement the Web content and be recognizable both independently of and in conjunction with other brand communications. Consider the following metaphor: If your
Web site is a white paper, then your mobile messaging is the executive summary - concise and streamlined, but still representative of the complete experience.
- As always, think in terms of engagement. Just as consumers use there cell phones to connect and interact with others, you must keep all mobile efforts in the same context of
interaction. Things like games, videos and social networks keep consumers engaged with your brand without interrupting their experience. PRN
The Future of Mobile Marketing
If the idea of mobile marketing isn't firmly imbedded in your communications strategy, there is mounting evidence that it should be. According to a number of studies,
including one by ABI Research, the highest levels of spending will come in the broadcast mobile video space, with spending for broadcast mobile video advertising alone reaching $9
billion by 2011.
Another study by Portio Research surrounding worldwide mobile market statistics reports that the total number of mobile subscribers worldwide is poised to break 3 billion in
late 2007. The verdict? Dial in to mobile communications' potential for connecting with consumers. Chances are, they'll answer your call.