What mobile technology — devices, applications, the mobile web — affords marketers are a unique set of capabilities that can move your relationship with customers and prospects from the occasional to the persistent. But you need to leaven the desire to adapt one of the many new mobile marketing tools or techniques with the idea that asking the customer or prospect for permission to deploy the technology or technique is the foundation for building a solid relationship in the mobile channel.
As my colleague Jake Sorofman noted in his post on Tuesday, mobile is the connective tissue of a digital marketing strategy — it links to virtually all stages of the path to purchase from initial awareness to conversion and loyalty. That’s a key reason why you’ll see the mobile portrayed as a neighborhood (“Mobility”) and as a track (“Mobile”) on Gartner for Marketing Leaders Digital Marketing Transit Map. The mobile track transits all of the major neighborhoods — as the connective tissue — but is also its own neighborhood.
Looking at all the stations of the transit map gives you the major technology enablers required for optimizing mobile engagement, from mobile messaging and commerce to mobile media and targeting. The Digital Marketing Transit Map is going to be a vital tool for you to navigate the Mobility neighborhood and the Mobile Track.
So lots of new tools to engage with consumers on their mobile devices but with the new tools comes a whole set of challenges. And responsibilities. Mobile coupons and offers have shown their ability to drive transactions at retail. But send one too many coupons at just the wrong time and you risk alienating would was or could have been a valuable customer. Assume the user’s context is always that they’re one click away from dumping the relationship.
I think a few catch phrases, aphorisms, or whatever you want to call them, are very important to keep top of mind when you look at the Transit Map when developing strategies.
- First, opt-ins rule! And not just because of regulations. Because mobile phones and tablets are so intertwined in consumers daily lives – for work and personal communications and content consumption – individuals tend to be extremely proprietary about the devices and the connections they make with them. Keeping that emotional dynamic in mind when considering deployment of any new technology or technique.
- Second, view each instance of asking for permission as an opportunity to deliver value to the consumer and extend the relationship by asking them to keep the door open. Value can be something as simple as digital offer to save money on a purchase, but it can also be as nuanced as showing them that your mobile app or mobile website is locus of convenience.
- Third, you need to track each and every one of these interactions with an eye towards understanding what led up to the contact or offer, what happened during the contact or offer and what happened post-contact or offer?
All of the tools and technologies spread along the mobile track and within the Mobility neighborhood can be incredibly powerful. Take care with deploying them.