We are a generation constantly on the go. And evolving technology continues to increase our speed and convenience in obtaining information. Smart advertisers are taking notice, and learning how to utilize these evolving trends to affect their bottom line. Mobile marketing is no longer a theoretical scenario. It can be a thriving piece of your marketing campaign, and an opportunity to connect with your consumers through a whole new touch point.
Step One: Know your technology.
The birth of Apple’s iPhone in June of last year sent the technology-savvy population spinning into a buying frenzy comparable to the Tickle Me Elmo shortage of 1996 (another technology-driven device, I might point out). In the last six months, Apple has sold more than four million units. Google disclosed to The New York Times this month that even though the iPhone currently constitutes only two percent of smart-phones worldwide, it received more mobile web traffic from iPhones this Christmas than from any other mobile device. Apple achieved this remarkable success with its iPhone, not through the device alone, but by offering an easy to use mobile web component with Wi-Fi for the convenience of its consumers.
Step Two: Determine your message.
Technology drives media. The challenge is to not get so caught up in the functionality as to let it outshine your messaging. A campaign is only as cool as its recall. Mobile marketing is focused around the consumer’s immediate satisfaction. Make it too complicated and you’ve lost a potential sale. Make it turnkey, and you can engage your audience, outrun your competition, and make yourself a brand champion.
When good ideas go bad…
Great ideas through traditional advertising venues can sometimes come up flat through a mobile initiative. Cross-platform campaigns are not out of the question when incorporating mobile marketing, but keep in mind the format of the technology. As Papa John’s learned below, not everyone has web connectivity via their cell phone. Be prepared to problem-solve, be creative, and remember your audience.
Step Three: Effectively incorporate mobile marketing into your brand efforts.
Many of the national pizza chains have adopted online & mobile web ordering in an attempt gain a larger piece of the pie. The measured success of these marketing efforts was quickly pinned against the hurdle of outdated cell phones lacking web browsers. Papa John’s was the first chain to try to minimize this fallout through the adoption of text message ordering for all of its 2,700 U.S. locations in November, 2007. The chain was also the first to offer online ordering in 2001, which now accounts for 20% of their overall sales. In the mobile marketing pizza world, Papa John’s is what I would call “The Big Cheese”.
And this past September, Orbitz launched the latest version of their Orbitz TLC service with “Traveler Update” via PDA or cell phone. This online resource allows a community of travelers to share up-to-the-minute insights on travel conditions. Fellow travelers can alert one another to long check-in lines at the airport, traffic delays, security wait time, etc. Orbitz combines this new service with the real-time information it already offers from the FAA and other respected sources, ensuring that each of their travelers has everything they need to help their travels go smoothly.
So let’s recap. Your consumer gains convenience and immediate satisfaction. You gain brand loyalty and an increased bottom line. If you’re ready to take the next step in securing the lion’s share of your target audience, I would suggest taking a serious look at how mobile marketing can help you towards your business goals. And remember, this is only the beginning…
