Mobile is not about to happen, it is happening. There are great results being seen all over the world. The Asia-Pacific region leads the world in mobile marketing and advertising, and accelerating growth will see nearly $7.7 billion (and more than $16 billion globally) spent there in 2011. Japan and South Korea are the world's most sophisticated mobile markets; China is the largest; India is the fastest-growing. Asia also is home to a huge number of developing nations -- from Bangladesh to Mongolia -- that have yet to get a significant toehold in mobile.
While mobile penetration is one of the biggest drivers of the growth of mobile marketing in APAC, there are many other benefits offered by the medium that makes it an ideal marketing tool for not just big brands, but for small and medium enterprises (SMEs) as well.
The affordability and targeted reach that characterizes the mobile medium allows for it to be leveraged as a marketing tool by companies ranging from large MNCs to the 'mom and pop shop' down the street. Businesses of all sizes can use mobile marketing for promoting sales and specials, initiating contests and polling, which all help to bring in customers. Marketers from SMEs with limited budgets can easily afford these types of campaigns. Opt-in text message marketing increases brand awareness as it is extremely viral and can be easily forwarded from the initial recipient to several new ones. Mobile marketing helps businesses retain current customers and reach out to new ones, making it a viable channel of communication for any business.
Putting together mobile campaigns for SMEs
Before mobile is chosen as part of a marketing campaign, the enterprise objectives should be discussed and understood to determine if mobile will play the desired role in the campaign. The goal is to lead with the strategic objectives, then follow with the ideas where mobile might fit, not the technology. Start with the consumer and ask what you are trying to do -- how are you trying to reach that consumer? Then, the role of mobile media can enhance the strategic objectives.
SMS has been the most widely adopted mobile marketing tool for the simple reason that it's ubiquitous (reaches the broadest base of consumers), is fast and convenient for mobile users to select and receive information, and the marketer does not need to educate the end user about text messaging. Common short codes (CSCs) are a simplified means, via phone numbers which are between four and six digits, which mobile consumers can utilize to interact, more easily, with their favourite brands and/or retailers. The consumer can participate in polls or trivia games, retrieve coupons and download games and ringtones quickly, with minimal input.
Mobile is best leveraged when integrated into a cross media campaign. Embed the mobile call-to-action in print, on-pack, on-line -- all of the traditional and digital media elements that you would already be using to reach the consumer.
Quick tips:
So, what have we learned through this rapid progression of the mobile marketing phenomenon and how best can a small or medium enterprise leverage mobile?
- Keep it simple:
Rather than create complex applications which require the consumer to learn new technologies or new ways to access information, keep it simple. Use the tried and true, the mobile technologies with ubiquitous coverage -- text, mobile web -- and keep the consumer interaction and engagement short. Most importantly, deliver value.
- Relevance:
We have heard this before but by relevance, let's speak broadly and also include ensuring non-intrusive, engaging and interactive communications that provide value (a benefit or a reward) to ensure the consumer's continued interaction and engagement.
- Exploit mobile behavior:
Remember when consumers are accessing your services, they want value and they want it now (facilitate spontaneity). By using the mobile channels that are driving volume, you can reach the mobile consumer whenever and wherever they are.
- Focus on the mobile key messages and demographics:
o Mobile users are cash rich and time poor
o Lots of youth users
o Integrate into cross media campaigns including print, television, out of home, etc.
o Provide a mechanism to buy or gain more information (value exchange)
- Anonymity to authenticity:
Mobile is changing the way consumers act with their brands through advertising. The anonymous interaction that a consumer had with their brand through other media channels is disappearing and is being replaced with the mobile, authentic interaction where demographics, purchase behavior, and personal preferences, each help to create a more tailored and engaging conversation between brand and consumer.
- Planning tools:
Understand that mobile is an emerging media and we may lack some of the basic planning tools and information that are available in other media. However, don't despair, the industry is working quickly to put the tools in place to help facilitate ease of buying, planning and effectiveness tracking. Mobile analytics and measurement are one of the top priorities for our industry and will see significant new areas of development.
- Guidelines & best practices:
Stick to the industry guidelines that help to ensure consumer privacy and a positive, consistent consumer experience.
Mobile marketing allows marketers to target consumers anytime, anywhere and create a dialogue with them (a conversation based on engagement). The key to a successful marketing campaign for a SME is creating an environment of interaction and engagement between the business and the consumer. Mobile provides a unique and affordable opportunity for businesses to establish and enhance these relationships with their consumers like never before, making it an ideal medium for SME marketers to leverage.
Rohit Dadwal is managing director, Asia Pacific, for the Mobile Marketing Association.
