Mobile Media and Marketing

Moving with consumers mobile lifestyles, an experience that will change the way people see and interact with information..

Enterprise, medium and small businesses alike are increasingly faced with the challenge of declining consumer engagement using traditional forms of media and communication. New mobile technologies allowing use and access of content anywhere and anytime are being adopted at a rapid pace especially among the younger demographics but increasingly by the mass market. But "anywhere and anytime" is better defined as "the right place and the right time" that is most relevant to each individual. This shift in consumers' use of mobile technologies and the ability of more precise delivery of content is causing businesses to rethink their marketing and communication strategies to more effectively reach and engage with audiences in more convenient and meaningful ways.

Mobile Media

Web

By 2013, it is forecasted that over 1.8 Billion mobile devices worldwide will be capable of accessing the mobile Internet. Additionally, by this same time period mobile Internet access will be more prevalent desk-top, PC Internet access. However, websites must be designed and optimized to deliver a rich experience to the mobile user. Factors including variations in screen size, mobile browsers and mobile operating systems impact the user experience. Most companies today have not implemented any type of mobile website and therefore are not only missing a significant opportunity to reach mobile users but are, more importantly, delivering a poor experience for those who attempt to access their websites using mobile browsers often resulting in damage to their brands. Use of the mobile Internet requires a well thought out strategy and execution.

Strategy >> Planning >> Design >> Competitive Analysis >> Market Research >> Testing >> Content Review >> Targeting

Applications

The vast majority of mobile applications are designed and developed for the iPhone and iPod Touch. However, tracking data indicates that the vast majority of apps downloaded from the Apple App Store are in use by less than 5% of users after just one month. After approximately 3 months, the average percentage of users returning to use an app is between 0% and 2% depending upon the app category. Why? Developers and companies creating applications are often not adequately conducting usability studies to insure that their designs and user experiences are resulting in high customer satisfaction and a rich user experience. Furthermore, companies and developers that focus only on the iPhone and iPod Touch devices are missing the opportunity to build a customer base among the significant millions of users of Blackberry, Windows Mobile, BREW and Android devices.

Strategy >> Planning >> Feature Requirements >> User Interface >> Competitive Analysis >> Testing >> Financial Modeling

Content

Mobile content includes information, news, entertainment, music, blogs, social media, user generated content or other forms of content delivered on or within multiple platforms such as applications, games, videos, and mobile TV on mobile networks. How content can be positioned and used by companies or brands varies widely. Content delivery must be based upon individual brand and corporate strategies as well as the consumer acceptance of those specific media platforms by the various demographic targeted segments. It is critical to evaluate potential direction and tactics within overall strategies.

Strategy >> Planning >> Brand and Asset Evaluation >> Market Research >> Content Review >> Targeting

Mobile Marketing

Advertising

Mobile Advertising is projected to grow from a few hundred million in revenue in 2009 to over $3 Billion by 2013. Companies are beginning to integrate mobile advertising into their overall marketing strategies and advertising budgets. Although mobile advertising still represents a small percentage of the overall ad budgets, brands and agencies are finding that mobile executions integrated with their broader campaigns can be highly effective especially at reaching those audiences that engage with traditional media on a less frequent basis. Effective mobile advertising requires a keen understanding of execution that is dependent upon variables such as reach, device functionality, screen size, operating system, carrier, target audience vs. media sites, scale, consumer location, context (embedded in applications, content, etc), creative, and more. Advertisers entering into mobile advertising campaigns must be increasingly strategic, know how to get started and have clear objectives of consumer engagement, customer acquisition or other behavior.

Outsourcing >> Strategy >> Planning >> Design >> Testing >> Execution >> Targeting >> Analysis

Shopping and Commerce

Mobile shopping and m-commerce is in its early stage of development. However many brands are entering this area while the landscape is uncluttered and while they are able to build consumer engagement more effectively. Mobile allows for advanced targeting of well defined audiences. Retailers and brands are able to use mobile shopping to engage customers through shopping list applications, coupon delivery, special offers for loyalty card holders or preferred customers and through driving customers to mobile or online websites. Actual transactions or commerce is less frequent using mobile access but is a growing opportunity. Most transaction activity is currently concentrated in specific areas such as movie tickets, other entertainment and some travel related services. However, m-commerce categories will expand over time and the companies that engage customers first may find growing customer bases and customer loyalty.

Outsourcing >> Strategy >> Planning >> Design >> Testing >> Execution >> Targeting >> Analysis

CRM

Customer Relationship Management is an ideal application for mobile. Why? The reason is because CRM is a one-to-one proposition executed effectively and mobile phones are personal devices allowing for one-to-one customized communication. Additionally, the advancement of smartphones and similar devices broadens CRM capabilities and potential for engagement. Companies are able to reach individual customers with highly targeted messages and offers to influence and reward specific behaviors. As with other forms of content, CRM communication will be more effective when context, relevance, location, timing and other key mobile variables are used to execute a program. Since mobile devices are very personal, it is important for brands to obtain customer permission to use those devices to communicate. However, when customers experience a higher value through incentives or offers as examples they are generally more willing to participate. As new CRM campaigns are developed, it is critical not to assume that what works in traditional media or even online will work in a mobile environment. It is important to thoroughly design, test and optimize mobile CRM programs and individual campaigns.

Outsourcing >> Strategy >> Planning >> Design >> Testing >> Execution >> Targeting >> Analysis