by Kenneth Rudich
Adding mobile to the communications mix can help to expand the reach and scope of your marketing strategy.
mobile enhanced marketing
To begin with, mobile phones and devices have rapidly become a hot consumer item all across the globe. This all by itself can have a favorable effect.
Additionally, the functionality of these devices offers a good mix of opportunities for making a business more accessible to both current and potential customers. There is Internet access to search engines, location-based utilities and applications, the multiplier effects of social media, and the possibility of going viral. If you can harness the power of mobile to take advantage of these customer touchpoints, then you’ll reap the grand reward of an increase in marketing reach and scope.
integrate mobile marketing
Still another way to benefit from mobile is to make sure its goals and objectives mesh with those of the overall marketing strategy. This involves questions like:
- How will you ensure that it works in concert with the rest of the marketing strategy for maintaining brand continuity and consistency?
- What are the specific objectives for it?
o Increase brand awareness
o Stimulate engagement with your brand
o Drive indirect or direct sales
o Provide customer support
o Increase customer loyalty
o Generate brand buzz
- How will it fit into the media budget (re-allocation of current budget or budget increase), and how will it rank in priority?
- What possible negative impact could it have?
The best approach is to treat mobile as another tool in the marketing toolkit. Though it’s distinctly separate from the other tools, it should be integrated with them. Effective integration will optimize its unique capabilities for driving business growth.
For example, mobile has the capacity to trigger engagement with other communication tools that don’t typically invite customer interaction, such as print ads or in-store displays. By integrating mobile into them, such as text short codes or 2D barcodes, it enlivens them and adds to their vitality as a marketing vehicle.
The cumulative effect of doing this will make the whole of the marketing strategy greater than the sum of the individual parts. A term often used to reflect this concept is the word synergy or synergism. It essentially means your marketing strategy is firing on all six of its cylinders, and you’re getting the biggest bang for your buck.