Thursday, October 6, 2011

Mobile Device Marketing: A Multi-Channel Marketing Component


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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