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| Sample message only, not for actual use. |
Mobile devices have evolved dramatically since their
inception. The way we use these phones or tablets has transformed how we
communicate and engage with one another. Clothing has even changed to integrate
the use of technology.
Right now you can buy a Hoodie that features built in draw-string
headphones for devices like an iTouch, Smartphone (iPhone or Android) or the basic mp3 player. The most significant way the mobile market is
changing our world though is by increasing the ease of how we communicate.
Emerging Marketing Channels
The changes in how we communicate are at the forefront of
marketing decisions. To integrate or not depends largely on your target
audience and how the mobile ecosystem effects your customers. Analysis of user
behavior is important and reports have shown the criticality of mobile
marketing.
Per Chris Cunnane of the Aberdeen Group, “39% of Best-in-class
organizations invest in emerging marketing channels.” This leaves 23% of
remaining investment minded organizations that are not yet ranked as Best-in-class
but still use emerging marketing channels. An emerging marketing channel could be defined as a new type or form of marketing technique that has yet to become widely used at all levels of multiple industries.
'Because they are doing it' is not the point of using emerging marketing techniques. Ask yourself, Which sort of mobile marketing should your company implement and why? The response is a result of a specific-to-your-organization
marketing analysis which you or your marketing professional can help determine.
The mobile market as a whole is only comprised of 13%
Smartphone’s leaving 87% of users as the non-smart cell phone variety. The traffic usage
for Smartphone’s however, far exceeded the traffic usage of all other handsets.
So how does that bit of information translate into usable data? It means that text message marketing is still the most efficient means to
communicate with the entire mobile market.
Multi-Channel Marketing Mix
A small percentage of users make up most of the traffic
usage but more handsets are still not ‘smart’. This means games, apps and graphic ads
would not be as effective for a broad reach of customers. The key is to create
the appropriate mix of targeted ads aimed at the right demographic with the right campaign.
Do not eliminate graphic ads, just use the right amount pointed at the right group. Together all the print, direct mail, radio, TV, outdoor, email, online, mobile, and other marketing efforts comprise an integrated campaign. Almost everyone has a cell phone so make sure you are sending text message ads.
Adoption
Marketing professionals and business leaders are subject,
like the rest of the world, to fall into the same category of acceptance of any
new product or service. The theory of technology adoption and diffusion can be
broken down into five categories.
There are 1) people very interested in
anything based in technology, 2) early adopters interested in technology to
help solve problems, 3) first adopting portion of the mainstream, 4) the late
majority or second part of the mainstream that is possibly skeptical or uncomfortable
with technology, and 5) the resistive individuals that may never accept a technology
and might dislike those that adopt the technology.
So are you or your organization an early adopter or
resistive? As the market evolves so to must your organization as adaptability
is a vital element of survival. You may not think of your firm as the type that
needs mobile marketing. But then consider how many people in your company use
cell phones, smartphones, or tablets?
Happy marketing!
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