Why does mobile marketing need to be so complex? It's a question I have pondered numerous times, and so it was with great relief I found that I wasn't alone when reading The Mobile Marketing Maelstrom.
It is true that marketing campaigns delivered through an individual's mobile device must be careful not to violate permissions and security, but this should be the consideration for any marketing campaign using any medium, channel or touchpoint. What is interesting from this article's discussion of different research studies (Enpocket, Forrester, WhitePages.com) is that if the focus of the campaign or ad is relevant to the individual's activity, then it is usually allowed, and in some cases, gratefully accepted.
The WhitePages.com survey found that most people use their mobile device for communicating and connecting (i.e. finding services, locations, directions, and individualized points of information). Both of these activities are services that, if marketers and advertisers helped to make more reliable, intelligent and easy, they would become ever more valuable and relevant to the individual, and therefore accrue higher consumer trust value to the advertiser or marketer. No ad or complex opt-in/opt-out process would need to intrude.
For example, while traveling I would value a simple service that bundles a restaurant recommendation, the location and directions for getting there, an automatic connection to the restaurant for a reservation, and then to a taxi to take me from my current location to the restaurant. This travel service bundle would accrue high value to the advertiser or marketer that took responsibility for making this service happen for me. The campaign or ad is the service. I would need no discounts, subsidies or special promotions to establish its value.
In addition I would gladly provide my personal information to facilitate this type of relevant travel service. And, it turns out I am not unique. In Choicestream's 2006 Personalization Survey there was a 24% increase to a total of 57% of survey respondents that would provide demographic (and in some cases preference) information to receive a more personalized experience.
Serving individuals' needs and desires according to their stated preferences? This seems like a simple value proposition.
Elizabeth Chaney
How do you think about your website marketing? Reactive or proactive? The choice is yours. You can save money and time by starting with a proactive stance to determine what your customer needs and wants from your online offering.Marketing Campaigns
Posted by: Donna Konley | April 03, 2007 at 08:25 AM