In my last post, I used the word “polarizing” to describe Tim Tebow. Before we proceed with part 2, here is a video clip from ESPN that is an example of the debate: Can Tim throw the ball? Anyway, let’s return back to mobile marketing with some great insights from our panel (Michelle from Experian Consumer Direct, Eric from American Eagle Outfitters, Warren from Digitaria, and Julie from Forrester Research) that begins with mobile strategy.
Mobile Strategy: The panel discussed “What is the right business and organizational mindset for developing a mobile strategy?”
- Michelle: “Create dedicated resources and a team. Treat mobile as an integrated part of your business vs. a hobby and view mobile as a separate channel that is unique from desktop. It is very important to use analytics to understand what devices and platforms are reaching your mobile channels. Next, optimize these channels by using analytics and A/B testing to serve up different experiences to your audience. Because of the limited screen size of Smartphones, it is important to test your mobile experience.”
- Eric: “Early on in our mobile strategy we tried to cram everything from the PC site to mobile site, this was not a great experience for consumers and we had to remove elements over time. By using analytics, we were able to focus on what audiences were looking for such as store locations, store hours, and deal of day.”
- Warren: “Focus on the consumer to design a strategy the meets the needs of your audience, but it is a fast moving target and requires ongoing update because of the new mobile devices and technologies.”
- Julie: “Forrester recommends the POST method that requires the consideration of People, Objectives, Strategy, and lastly Technology. Most importantly “Think Mobile first!” instead of focusing on the traditional desktop PC experience.”
Investment for Mobile: Next, the panel discussed “Where should I focus my investment in mobile marketing for 2012: 1) Building or updating channels, 2) People, 3) Mobile Advertising, or 4) Analytics?”
- Michelle: “First invest in people, second invest in building channels, third invest in analytics to refine your strategy, and mobile advertising is fourth.”
- Eric: “My priority is to invest in the building and update of channels and then to focus on people.”
- Julie: “Many clients focus on building and updating of channels and the investment can be seven figures and beyond for a complete portfolio.”
- Ray: “In 2012, most organizations realize that they cannot ignore analytics for mobile apps and mobile sites; otherwise, you are simply lost with no understanding of how the mobile channel influences your monetization strategy.”
Key Takeaways: During the final wrapup, I asked each speaker for their key takeaways to be shared with the audience.
- Michelle: “Know the difference — Consider how your customers will access your product differently on mobile from desktop. Use what’s right — Focus on the most popular features used online and see what makes sense for mobile. Build both — It’s no longer an argument over which to build — App or a Mobile Web site… it’s both. Act strategically — Mobile shouldn’t be treated as hobby by the organization but rather integrated as a permanent part of the business strategy with dedicated headcount.”
- Eric: “For those not active in Mobile Marketing yet: Don’t rush in to any quick decisions about starting something new in mobile. Take your time to understand what’s best from your customer’s perspective and balance that with your own business goals. For those already active in Mobile Marketing: It’s important to test and learn when trying new things in Mobile, but you have to be selective. Don’t over-extend your own resources by prioritizing the options available to you.”
- Warren: “Mobile is long term, ongoing initiative… don’t just test the waters or treat as a microsite, campaign, project or bonus opportunity.”
- Julie: “Build a strategy first – then choose technologies. Mobile gives marketers the opportunity to engage consumers throughout their entire journey. Think mobile first – don’t just squeeze and shrink PC-based ideas and content. The future of mobile is context – you need to figure out how to use contextual information to simplify experiences and improve the effectiveness of marketing through relevancy.”
Call to Action: In closing, I want to leave you with the same 3 action steps that we covered at Summit.
- Review your mobile channels to ensure that “analytics” are in place to measure success. Don’t launch mobile channels without analytics.
- Review your mobile strategy and look for “cross-channel” execution opportunities. Don’t launch TV, radio, or print ads with no references to social or mobile media (Twitter hashtags, QR codes, SMS codes, etc.).
- Seek guidance from Adobe consulting and Partners for expertise in mobile marketing. Don’t go solo when you go mobile.
Thanks for reading this post! To learn more about Adobe and our solutions for digital marketing, please visit this page. Feel free to share your thoughts on this two part blog series and of course use your mobile device to join in the conversation!