How mobile campaigns stand out
It has been said many times that 2011 was the year of mobile. But was it really? By now, most of us have realized there is no such thing. To say that would mean the best is behind us, when that is far from the case. Don't think in terms of the year of mobile or even the decade of mobile. It's much bigger than that. Communication has been redefined. Mobile has fundamentally changed how we communicate every minute of the day in countless aspects of our personal and professional lives. The result is a sweeping cultural shift -- on a global scale.
Reflecting on the most successful mobile marketing campaigns this year, the ones to admire aren't the ones you might think. Too many mobile campaigns are still about the fascination with a new shiny object. Sure, those were fun and intriguing for a brief moment in time. But, while interesting new technologies are inspiring, mobile is not just a flash in the pan.
The most notable campaigns serve as evidence that mobile is big -- that integrating mobile strategy across the entire marketing strategy will drive customer value. 2011 did mark a significant milestone in mobile marketing and not by chance. From one marketer to another, we need to recognize that successful mobile marketing programs take considerable effort, time, and even a reassessment of the value that a brand provides to the consumer.
Of the mobile programs we evaluated in all major consumer-facing industries, three stand out. These companies have established a meaningful brand-to-consumer engagement by delivering sustained, personalized value to the consumer. They are properly executing across the four pillars of mobile marketing by:
- Planning out mobile strategies
- Clearly identifying the target audience and how to engage the consumer by integrating mobile with the media mix
- Delivering not one but several mobile tactics that work in concert to provide a mobile presence
- Employing connected customer relationship marketing (CRM), which enables the marketer to segment, target, and develop valuable marketing insights.
It is important to remember that success is found using mobile not as a stand-alone media but as an integrated, multi-channel engagement vehicle. Let's look at the campaigns that best embody this premise.