On January 9, 2007, the world changed. That day, from very early in the morning, 45,572 people gathered at the Moscone Convention Center in San Francisco to witness the Macworld Conference & Expo , Apple’s annual meeting, in which its then, Steve Jobs, presented the new products of the company. The event began at 9:12 am and from its first Lebanon Phone Number List announcement it was shown what the attitude of the conference would be in 2007. The opening words were: ” We’re going to make some history together today. ” to make history together »). After kicking off with a couple of good news for Apple fans, at 9:42 am, Jobs introduced what most were waiting for: a revolutionary mobile phone. The announcement was prophetic: «Today, Apple is going to reinvent the phone ”(“ Today, Apple is going to reinvent the phone).
Steve Jobs spoke at that time of reinventing because by that time other smartphones already existed. The iPhone was not the first, it was simply the one that revolutionized the planet. The new Apple device gave the blowto the mobile world, and did it irreversibly. Since its presentation in 2007, mobility has not stopped growing, and today it is an unavoidable reality for companies. Any business – whether or not it is involved with digital environments – has its impact on the local and regional market. Now, people felt it too. For them, everything has become mobile. Today’s consumer uses their device for everything: to connect with their environment, to interact with products or services, to access information and to make purchasing decisions. The big difference between people and companies is that the former assimilated the jump to mobile quickly and the latter very slowly. Unfortunately for companies, their users are not going to wait for them to take ownership and are discarding those that do not.
That was the landscape that forced companies – of any size and in any industry – to direct their resources and attention to the new possibilities offered by mobile marketing . Because, if they did not, they would give their competitors the opportunity to attack them and, in addition, they would lose the situation to develop new competitive advantages.
The challenge of mobility is very high
Becoming a company open to mobility is not an easy task. To achieve this, not only must the attitudes rooted in the organization be changed for the relationship with the markets, but also the acquisition of a new technological infrastructure that allows this transformation. And therein lies the complexity, because staying at the forefront in this fast-paced world of mobility is neither easy nor cheap. Staying on the crest of the technological wave is a very difficult task in the mobile world, because today there is an enormous proliferation of devices, a controlled variety of operating systems and a gigantic universe of applications and functionalities. And that is something that Forex Email List are obliged to live with, that is the panorama in which we must insert ourselves and for which we must prepare. How to do it? Intelligently assuming the challenges that arise in the planning of mobile actions, discussing each of the investments that we are obliged to make — trying to anticipate the future; but, above all, solving the present — and choosing well the route of actions that we will undertake.
But the matter does not end there, because you can have a magnificent plan, have chosen the investments well and correctly defined the action schedule and still fail. Why? Due to technological volatility. The dynamics of the mobile world are so changeable that we can quickly derail and fail; therefore, we have to be vigilant and periodically review each step taken; to avoid inadvertent errors, to avoid wasting resources and to mitigate each of the risks that arise in the immersion towards the mobile. What is mobile marketing and what does it bring to companies?
In order not to dwell on a simple idea, mobile marketing is all business actions that are carried out through mobile devices. In essence, it encompasses the planning, design, execution and analysis of strategies and tactics in which people use mobile phones and tablets as a channel for receiving messages and engaging with brands.
Once this concept is explained, everything it encompasses is revealed. The marketing mobile covers a huge universe of possibilities that should not be reduced to the implementation of an adaptive design on the website or sending a text message to a database. Mobility, as an idea, transcends communication and reaches all corners of the business-market relationship. Consequently, the marketing mobile tactical action groups and marketingof various kinds; from the simple sending of a message, through the consolidation of a community and ending in the creation of processes that lead to conversion. All this, with many measurement and analysis possibilities that allow the optimization and achievement of specific business objectives.
The route to creating mobile marketing strategies and not dying trying
Understanding the scope, complexity, obligations and potential impact of mobile marketing within businesses, digital teams must focus on the design of the routes for its implementation and the actions that arise from these in order to achieve ownership. successful. Noting that the design of these routes and actions will be delimited by the policies established in the digital strategy – because the mobile world is an appendix of the digital one. What is reviewed in the design of the mobility appropriation routes? Two basic components: the conceptual and the technological. Conceptually, processes are discussed and defined and a program is established for the development of competencies to face mobile challenges. In the technological field, the digital tools that must be acquired and implemented in the organization are proposed and chosen to be able to immerse themselves in the digital. Next, we share ten points that should be clarified when designing the route that the business will travel in its idea of appropriating mobility as a channel for marketing :
1. Assess business readiness to address mobility
The first step in designing a good route to marketingMobile is to make a conscientious diagnosis of the appropriation that the business has had of digital. If the company already has a digital journey, it will be able to launch without problems towards mobility; Otherwise —that is, if you are just starting out in digital—, it is advisable to solve the basics first and place mobility in the second step of appropriation. It is not a good idea to launch into mobility without first having internalized the concepts associated with digital environments. For teams to succeed in mobility it is necessary that they first develop the skills and competencies associated with digital. Reviewing how prepared you are for mobility before embarking on it is then the first stage that must be faced in this transition to mobile.
2. Define and pursue goals
After the diagnosis, the team must delve into the statement of the objectives to be sought with mobility. Any marketing effort , no matter how simple, will consume the organization’s resources; therefore, a production and a contribution to the business should be required from him – either from the achievement of something new or from the reduction of efforts. Setting specific short, medium and long-term objectives for mobile marketing actions is a critical step within the strategic definitions, because it will help maintain control over investments in tools and because it will support the allocation and distribution of the time of the team.
3. Choose the tools that will be added to the ecosystem
Mobility offers countless interesting alternatives to create interaction and improve business involvement with the market. The most important alternatives that could be used in the organization to improve the mobile experience are: georeferencing, instant messaging, augmented reality, native applications and QR codes. Well, the business must make decisions about which functionalities will be integrated into the digital ecosystem , and then incorporate the tools that are necessary for the user experience to be positive. The leap towards mobility will not be possible if technological tools are not added. Understanding this is critical to successfully implement mobile marketing actions in your business.
4. Simplify everything
Those who access digital platforms from mobile devices have one characteristic in common: time is their scarce resource. Users like that companies simplify everything when they come into contact with them through a mobile phone, and that must be understood by digital teams. The information and functionalities of the business platforms must be prepared for this requirement. Failure to simplify community interactions from mobile devices will create a poor experience and reduce your chances of getting conversions. So, the fourth assignment for planning the marketing immersion routesmobile is the revision of everything, to simplify it and adapt it to mobility. The team must adapt the contents, the functionalities, the navigation trees and the digital ecosystem in general to prepare it for mobility.
5. Develop communication skills
Being consistent with the previous point, companies should not just stay with the review; Also, they will have to work intensively on developing the communication skills of their team. The mobile world is more demanding than the digital one, therefore, it is necessary to be more efficient in the construction of messages and interactions. In addition, greater assertiveness will be required in choosing the channel, the moment and the format used to get the interlocutor’s attention and the transmission of the message. In mobile marketing, there is little appeal to interruption and each interaction should develop naturally — giving the user control of each situation. The mechanisms and frequencies of contact must be taken care of to maintain the proximity and the authorization of the community.
6. Identify the device to design custom actions
With a plan and a digital ecosystem in place, the team will be able to sit down and discuss the actions to be taken on mobile devices. To do this, you will need to start by defining the basics. The starting point, then, is the differentiation of the interactions between the company and its community, identifying those that occur on the devices. The business will have to force itself to separate the origin of each interaction in order to create experiences tailored to the device. Planning the experience and designing specific actions for each device is a basic task in the implementation of mobile marketing .
7. Do a detailed monitoring of the behavior of the community
With the previous point it is possible to recognize the origin of the interaction. But that is not enough. Also, meticulous monitoring of the consumer behavior of users coming from devices must be added to improve their experiences – a key task to achieve retention and customer loyalty. Companies have to build mechanisms to recognize community behavior patterns when accessing from a desktop computer and when accessing from a mobile device. This way you can design marketing actions that are well adapted to the consumer device preferred by the community.
8. Regulate each of the mobile actions
Creating closeness with people through devices opens up the opportunity for companies to have a 24/7 contact. That opportunity must be regulated to avoid intrusion into the business at inappropriate times — a fact that could affect reputation and generate a lot of rejection. When we talk about regulating, we are referring to establishing behavior policies that prohibit the abuse of the contact permission given by the community to the business. Being able to interact does not give us permission to appear on the user’s mobile phone at any time. We have to be very responsible with that and the best way to keep it in mind is by regulating the mobile behavior of the business. That way, the relationship will last over time.
9. Think Well About Calls to Action
One of the main benefits of mobility is that it allows the insertion of very strong calls to action to achieve conversion. From a mobile device you can send emails, fill out forms, connect with an instant messaging application, produce a visit to a physical store or activate a phone call. This range of options is a real asset for business. The marketing mobile simplifies contact about the company and the community. Don’t lose sight of this. Always keep in mind that you can get more things from a device than from a computer.
10. Complement the action and integrate it into the digital ecosystem
The last phase in building the path to mobile marketing is integration with the ecosystem. Mobility has to be seen as a complementary piece of digital marketing – they can never go in opposite directions. What is done, when marketing actions are implemented in devices, is to add alternatives for communication and relationship with the community. Working each world separately could lead to community fatigue and desertion. Building mobile actions as a complement to other activities that take place in the digital world —and vice versa— is the right way to involve the community with a 360º experience.