Mobile Marketing: So easy to get started, not so easy to integrate
As I mentioned in this recent article, there seems to be a technological and strategic challenge gating the mobile channel from taking hold as a valued and impactful component of the b-to-c marketing mix. Continuing this theme, I thought it would be useful to revisit my experience at a mobile marketing event held recently in Chicago.
Called “Mobile University 101,” the event was a production of a local professional organization called The Heartland Mobile Council. My company was a sponsor, but more notably provided a novel in-conference “Twitter Wall.” It was a first of its kind event for the Chicago area; events such as this seem commonplace in other major markets. It was as much about session content as it was networking.
“Clients, please look beyond the one-time campaign”
A significant theme during the conference was the use of mobile marketing techniques as part of long-term marketing strategy, not just a one-time project. The agency representatives, who appeared to comprise the majority of the audience, expressed frustration over clients’ inability to understand the value of mobile marketing in the long run.
During one presentation, it was reported that 93 percent of marketers conduct a mobile campaign once, then walk away from the medium. This, despite an effort in dollars and time that is similar to ones where the business has every right to expect long term value and a positive return (like building the company website, or creating regular email customer communications).
A “one and done” effort is wasteful, which makes no sense in an era of increased marketing accountability. Why do you suppose this is the case, and what are agencies and technology companies doing to deliver value to marketers such that they want to employ mobile marketing as part of their daily jobs?
Focus on the Marketer’s “Real Job”
To address the first question, imagine a typical b-to-c marketer whose job it is to create demand for his or her products. At their disposal are in house and third party resources, internal customer data and software applications, segmentation schemes, sales and distribution channels and of course, the mandate to support revenue generation. How does a mobile marketing campaign appeal to this marketer?
With an eye on revenue, any outsourced marketing service needs to provide some means of proving an impact on sales to be really compelling. Testing and learning is important, but mobile marketing as a discipline cannot accelerate until it measurably impacts revenue. A “really cool” mobile sweepstakes campaign is immaterial in the bigger picture; it’s a useful means to a more important end that apparently few marketers recognize.Continued on the next page