10 ways to make your mobile marketing more awesome - Mobile Marketing Commandments
THEMOBILEMARKETINGCOMMANDMENTS10 things to remember when marketing with mobile
THE MOBILE MARKETING COMMANDMENTS1 MOBILE-FIRST THOU SHALT THINK .
THINK MOBILE FIRSTIncreasingly mobile devices are theprimary device and starting pointfor user journeys. It thereforemakes sense to start with the mobileexperience and work towards biggerscreens second.This also forces a more streamlined Design your mobile experience first toapproach to features & design due ensure a good experience on all devicesto the limited real estate on offer(see Minimum Viable Product).
THE MOBILE MARKETING COMMANDMENTS2 INTEGRATION THOU SHALT LOVE THY .
LOVE THY INTEGRATIONMobile devices are connecting MOBILEdevices. They allow users to startnew journeys (potentiallysimultaneously with second- TV & PRINTscreening) and continue existing radio & OOHones.TV, print, radio should now startjourneys rather than being ends in INthemselves. These journeys can be STORE PRcarried through in-store at POSand post purchase with RM activity.
LOVE THY INTEGRATIONIntegration is not a new idea. Back in 2008BMW developed a campaign that utilised MMSto sell snow tyres to customers. Based onsales data from their CRM program theycustomised MMS messages showing same thecar they user had recently bought, with snowtyres super imposed. The first day it snowedthey sent the MMSs out with a link to a mobileoptimised site. With a 30% conversion rate the A great early example of ancampaign generated $45 million in sales. integrated mobile campaign, from BMW
THE MOBILE MARKETING COMMANDMENTS3 . THOU SHALT EMBRACE NATIVE FUNCTIONALITY
EMBRACE NATIVEFUNCTIONALITYMobile devices are capable of a lotmore than loading responsivewebsites.Accelerometers, GPS, cameras,microphones, touchscreens… Takeadvantage of the native functionalityto give users experiences they can’tget on other devices.
EMBRACE NATIVEFUNCTIONALITYRather than have a standard bannerplacement on the homepage, Lynx created aninteractive game controlled by the user’sphone. Tilting your phone steered a boat onthe screen, fully taking advantage of thephone’s accelerometer functionality.Of course, the boat could also be Interactive YouTube masthead banner,controlled by touch enabled buttons on the controlled by user’s phone’s accelerometerphone, or the computer’s keyboard, so noone missed out.
THE MOBILE MARKETING COMMANDMENTS4 LOCATION THOU SHALT KNOW THY USERS’ .
KNOW THY USERS’ LOCATIONLocation is a powerful targeting tool –because mobile devices can be takenanywhere we need to cater for experiencesthat can be augmented with location data…alerting to sales in nearby stores, displayingmore relevant contact data, hyper-localmobile couponing… The possibilities areendless
KNOW THY USERS’ LOCATIONQuiznos used historical location andbehaviour data of mobile users to directlytarget 18-34 year olds who had visited fast-food vendors such as subway in the lastmonth, all within a 3 mile radius of a Quiznosin Portland.The campaign had 3.7 million impressions butbecause the adverts were so targeted therewas a 20% boost in coupon redemption incomparison to nationwide campaigns.
THE MOBILE MARKETING COMMANDMENTS5 THOU SHALT BE CONTEXT-. SPECIFIC
BE CONTEXT-SPECIFICPeople use different devices in different ways. If a user issearching for your business from their phone they areprobably more interested in finding or contacting you thanreading your latest blog post.Always make sure you are designing for the right usercontext
BE CONTEXT-SPECIFICThe Costa Coffee website lets you quicklyfind your nearest cup of costa coffeequickly and easily on mobile, placing storelocator at the heart of their mobile site,above other content which might be lessuseful to consumers using a mobile device
THE MOBILE MARKETING COMMANDMENTS6 EVERYTHING THOU SHALT MEASURE .
MEASURE EVERYTHINGAt the heart of effective marketingsits data, and it ’s no different withmobile.Effective measurement lets you seewhat you’re doing right, and wrong.It allows you to continuallyoptimise and tweak, as well aswatch for relevant trends in userbehaviour. Without measurementyou’re flying blind
THE MOBILE MARKETING COMMANDMENTS7 THOU SHALT THINK . BEYOND PHONES
THINK BEYOND PHONESWhilst smartphones have been the drivingforce, mobile marketing is more than phones.Tablets account for 10% of UK web trafficand wearable tech is on the horizon.You need to understand not only whatdevices your audience is using, but how theyare using them. What a user expects on theirphone is different to what they want from aPC.
THE MOBILE MARKETING COMMANDMENTS8 BANDWIDTH THOU SHALT HONOUR THY USERS’ .
HONOUR THY USERS’BANDWIDTHDesigning for mobile means trimmingthe fat – those high-res backgroundimages that look beautiful on yourdesktop? They probably just added afew seconds to the mobile page loadand added to your user’s phone bill. Ensure you optimise to make yourAnd they don’t look great when they content loads quickly without impactingare on a 4” screen anyway. on your users’ data usage
THE MOBILE MARKETING COMMANDMENTS9 THOU SHALT NOT COVET THY . NEIGHBOURS’ APPS
DO NOT COVET THY NEIGHBOURS’ APPJust because your competitor has created a shiny new appdoesn’t mean you should. Always make sure that yourmobile activity is aligned with your own strategy, notjust as a reaction to your competitors’.
THE MOBILE MARKETING COMMANDMENTS10 THOU SHALT BE SEAMLESS . ACROSS DEVICES
BE SEAMLESS ACROSSDEVICESUsers are not loyal to any one device,and increasingly journeys that start onone device will continue on another.By designing for a multi-deviceexperience you can ensure that you don’tbreak user journeys and allow users toexperience your content however, Build for multi-device user journeyswhenever and where ever they want
BE SEAMLESS ACROSSDEVICESNetflix customers are able to watchcontent on one device and easily stop andcontinue watching on a different device.The video streaming service is designed tobe pick up and play across multiple devices Netflix allows users to continueenabling users to watch shows however watching where they left off, onthey want. any device
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QUESTIONS? GET IN TOUCHMIKE PHILLIPS, PLANNER AT TMW @IMJUSTMIKE www.IMJUSTMIKE.com