A new list of “demands of businesses and their mobile consumers” shows us how everything and nothing has changed for marketers.
I made that point often in my Mobilized Marketing book. As marketers, we still need to sell more stuff. It’s the how that is different.
Atop the tips from IBM (https://ibm.biz/BdRAkX) is a recommendation to use cross-channel marketing that establishes a consistent customer experience across every engagement channel.
This one fits in the “nothing has changed” bucket. Whether it’s television and newspaper in the 1960s or the web and mobile device in 2014, it was and is critical to speak with one brand voice. And look like one brand. And deliver on the brand promise everywhere.
Second on the list is targeting and analytics to help with the development of a personalized experience for each customer.
Here’s another that is a must – and one that didn’t begin in the modern mobile device era. Even during the heyday of mass media, the savviest marketers knew that measurement and segmentation were key to delivering communications that meant something on the individual level. Mobile sits alongside web advertising, email and direct mail as vehicles to bring a relevant message.
Third is real-time and location-based marketing to drive relevant offers to the right person at the right place and time.
Of course, this one is where we see the most change. With devices that are mini-computers in the hands of many at all times and in all places, marketers have a way to get where my friend and longtime marketing executive Hank Wasiak calls the heart and the pocket of customers and prospects.
Fourth is mobile commerce that takes advantage of the features that are specific to mobile devices.
Google tells us that searches with local intent are more likely to lead to store visits and sales within a day. In my view, this tip is mostly about understanding the motivation and behaviors of the mobile users.
Finally, customer delight because a pleasant experience makes customers want to come back for more.
The need to delight is not new. On mobile, delight must come quickly because of the heightened expectation of instant gratification.
As I’ve counseled brands over the years, the key is to tie mobile initiatives to proven marketing strategies and tactics. In 2014, the what remains the same. Mobile is the new how.
-
This post was written as part of the IBM for Midsize Business program http://Goo.gl/t3fgW, which provides midsize businesses with the tools, expertise and solutions they need to become engines of a smarter planet. I’ve been compensated to contribute to this program, but the opinions expressed in this post are my own and don't necessarily represent IBM's positions, strategies or opinions.
