17 Jun 6 things all CMOs need to know about mobile marketing
A modern chief marketing officer (CMO) simply cannot ignore the power of mobile. In leading the way to promote and enhance the activities of your operation, you need to ensure that your business is targeting the right customers in the right places.
The fact is that your customer will be mobile – with use of mobile devices now outstripping desktops and the all-conquering smartphone forming an important part of day-to-day life. It’s no longer a case of deciding whether or not mobile is significant – it’s now a case of working out how to use it most effectively to achieve your goal.
Here’s what you need to know in order to use this powerfully…
Power of text
People like receiving text messages. They prefer them to emails or leaflets stuffed into their letterbox. In both of those instances people have become pretty adept at ensuring they reach the bin – digitally or physically – en masse. A text is treated in a different way. It’s seen as a less disposable commodity and is more likely to be opened and read. CMOs should consider how to utilise SMS as a swift, cost effective way of reaching a target audience in a format that is appreciated.
Social media can be a powerful tool to help build an audience and then interact with them – handling queries, sharing news of new products and services and gathering insight. CMOs must not see ‘social media’ as one clearly defined thing though. Twitter and Facebook are dominant but they, along with other forms of social media, each have their own strengths. CMOs must formulate a strategy that not only encompasses these platforms but also recognises and exploits the strengths of each.
It’s not enough to know that your audience is mobile, that’s pretty much a given. You need to know what they primarily use their mobile for – surfing, gaming, shopping, social – whether they use tablets as well as smartphones and what operating systems they prefer. A CMO needs to know the specifics to be at their most effective.
In some respects the technology may be different but the fundamentals underpinning mobile marketing remain the same as with any other format. That’s especially true when it comes to your competitors. You need to know what your rivals are doing, which bits work well and which bits don’t. This is crucial in an ever-changing environment – firms have to stay up to speed or risk falling behind.
One of the beauties of mobile marketing is that is comes hand-in-hand with data. Every method can be tracked and analysed. Without this your efforts risk being misguided and any mistakes could be repeated. A CMO needs to see results.
CMOs need to consider that mobile marketing opens up real opportunities for location-based advertising. Hitting people in a geographical area at the right time is more effective when they have the device in their hands or pockets ready to go.
Mobile marketing is a must for any CMO. To use it effectively you need to appreciate the opportunities it offers and be able to access the detail that unlocks access to your audience and the best results. Used well, mobile marketing can be cost effective, quick, flexible, reactive and smartly targeted. You need to know how to reach that goal to flourish in the current climate.