June 4, 2012
Although mobile marketing has finally hit a comfortable stride with brand marketers, there are still some salient obstacles standing in the way of broader adoption. One of the main problems is navigating the complexity of the mobile marketing eco-system and defining a clearcut ROI roadmap that brands and advertisers can hang their hats on.
Can the complex world of mobile marketing be simplified to make it more user friendly for agencies? The answer lies with better articulation and simplification of the mobile marketing value proposition. We believe that taking a a step back, and approaching the “mobile opportunity” through a strategic lens, will go a long way towards driving deeper engagement via consumers smart phones.
No doubt, there are great possibilities in mobile marketing today, yet there is still a significant gap that exists between what is technically possible, and what brands are actually doing with their mobile campaigns. Until recently brands have tended to consider the “mobile opportunity” as a shiny new object, not a strategic marketing initiative. It is seldom approached with a high level of planning and strategic insights. So when it comes time for execution, things can get messy and the brand marketer’s dreams are often squelched by complexities inherent in technical aspects of the mobile delivery platform.
Unfortunately, too many brands have given up without exploring all the possibilities. There is an old adage that “if it were easy, everyone would do it”, which is right to the point of the matter. We need to simplify the process. There are viable solutions, which exist today, to help brands navigate all of the inherent complexities in the mobile marketing field of play.
So, lets keep it real. Setting up a mobile marketing campaign isn’t simple, but neither are your digital or social campaigns. They just have different requirements. Mobile campaigns require complex strategic planning just like any other aspect of marketing. Brands need to explore the benefits as well as the pitfalls of mobile marketing and find solutions that do more than just extend reach. The brands who rethink and recalibrate strategically will rule the day.
So what’s a brand to do? Take another look at your mobile marketing approach and give it the same level of attention as you would to your digital and social media initiatives. Then, think about how you can apply a true strategy to your mobile initiatives. Keep it simple. When you do that, we think you will see some exciting results. We view mobile marketing as a realistic, scalable opportunity to extend reach, amplify voice, and measure results. When we bridge the gap, and deliver relevant business solutions combined with meaningful analytics, the potential of mobile marketing will be unlocked.