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The Mobile Movement

Leverage the enormous potential of location-based targeting, local user demography, and mobile device campaign tools with Mobile Marketing training from ASPE-ROI.

The Executive Certificate in Internet Marketing is an educational program offered by Saint Louis University through ASPE-ROI for all professionals working in the business and marketing arenas. You can earn your credential in the classroom, or over the web with self-paced eLearning. Learn more about the Executive Certificate in Internet Marketing.

Four Courses Down, One to Go in My Personal Journey Toward an Executive Certificate in Internet Marketing with ASPE-ROI and Saint Louis University

The world is mobile. By 2015, 173.6 million people will own a smartphone. By 2018, that number will reach 3.3 billion.  But mobile is more than smartphones. Today it includes tablets, and according to an article by ZDNet, more than one-third of Americans own a tablet with more people buying them daily. For businesses and marketers the trend indicates the need to go mobile or take the risk the competition will soar ahead.

The Mobile Marketing Association defines mobile marketing as “a set of practices that enable organizations to communicate and engage with their audience in an interactive and relevant manner through any mobile device or network.”  It’s never been easier to get closer to a consumer. Few people part with their precious mobile devices for any length of time 365 days per year, 24 hours per day, 7 days per week.

ASPE-ROI’s Mobile Marketing Boot Camp dives deeper than just the basic need about why businesses need to integrate mobile into their marketing strategies. Instructor Jeremy Smith (@JeremySaid) led the four-day, hands-on, highly-interactive virtual course into great detail. He started by breaking mobile down into four categories:

  1. Every organization can benefit from mobile marketing.
  2. Types of marketing – from promotional engagements and direct response marketing to media buying, social media and customer services – that apply to mobile devices.
  3. Mobile marketing is relevant because it provides informative statistics about users’ locations, activity, type of check in and even time of day.
  4. At the end of the day, mobile marketing fuels engagement through push-pull messages and two-way interactions.

The reach is staggering. Of course statistics change daily, but consider the market share if approximately 7 billion people live on the planet:

    • More than 33% of the world’s population have Internet access
    • More than 1 billion personal computers exist across the globe
    • 5 billion-plus consumers subscribe to mobile services
    • More than 3 billion text messages are sent daily in the U.S. and most are seen within 3 minutes

The possibilities of mobile marketing are greater than most people think. They extend to feature phones, smart phones, iPads, tablets, play stations, iTouch, e-books, GPS devices and other gaming devices. Essentially any device that relies on Wi-Fi for an Internet connection is considered mobile, including Bluetooth and Radio Frequency Identification (RFI).

Mobile marketing is not unlike other marketing strategies. It requires a commitment, best practices, due diligence of competitors, industry experience, digital know how and its own strategy to successfully achieve a business’ goals.  Fundamentally, five key factors contribute to a mobile campaign’s effectiveness:

  1. Who is your target audience? There’s no such thing as too much knowledge.
  2. “What’s in it for me” from the consumer perspective? Your value proposition and benefit must be targeted to drive results.
  3. What are your specific objectives and how will you measure success?
  4. Do you have the resources and budget to allocate internally, externally, or a combination?
  5. How are you going to get the word out, and which channels will be used?

Mobile marketing might not be rocket science, but there’s a lot to consider. For example, a mobile service provider must be part of the team at some point. Regulations require opt-in, permission-based policies. Trade associations, such as the Mobile Marketing Association, the Wireless Association and the Groupe Speciale Mobile Association to name a few, also promote compliance issues. And in some cases – online challenges and competitions for example – multiple step opt-ins are required. Finally, different mobile applications require different specifications. What works on Apple may or may not work on a Microsoft or Android operating system (OS).

While the sheer reach and the close encounter of engaging with someone on their mobile device may be of benefit, mobile marketing also touches many diverse areas. Location based marketing allows businesses to support special promotions, reward customer loyalty and offer free items. Short messaging service (SMS) or text marketing offers businesses the opportunities to give consumers coupons, encourage conversation through quizzes or collect information through polls or surveys. Multimedia messaging services (MMS) let businesses deliver audio, animations and videos direct to consumer, again on their mobile devices.

The bottom line?

Mobile marketing can help businesses attract new prospects, re-engage former customers, reward repeat customers, foster customer loyalty and differentiate a company from its competition. While big names are going mobile – Jimmy Choo, Justin Timberlake, President Barack Obama are a few Jeremy showcased – mobile can also be affordable and effective for small and medium-sized businesses (SMBs).  As the industry grows, so will the number of agencies, consultants, providers and experts, who can help guide marketers and businesses through the mobile evolution.

About the Author:

Christina Motley is the CEO and president of Christina Motley, LLC, for which she delivers on-demand, targeted marketing strategies and tactics to a variety of clients and industries. A seasoned integrated marketing executive, award-winning content developer and published author, Christina’s focus is on building brand loyalty, fostering customer engagement and driving new business. You can connect with her on Twitter @christinamotley and on LinkedIn.  


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