Last week I sat on a panel at this year’s mini SAScon which took place in Manchester. The title of the panel was “Mobile and Location – Where Does the Future Lie?” and I was in the esteemed company of Ben McKay of MoneySuperMarket, Guy Levine of Return on Digital and Lewis Macdonald of Starfish360. I thought I would do a quick post summarising the points I made on the panel for those that attended and found it interesting or those that couldn’t make it.
Mobile Strategy Starts with Your Customers
In order to develop a mobile strategy companies need to consider their customers and how they want to be interacted with. How do you currently engage with your customers and how can mobile devices and technology develop that engagement and improve it. For example if your current engagement is through a CRM system or customer portal then maybe an app would be a good way of extending and improving this. If your engagement is largely through your website then ensuring this is mobile optimised is a must. Or if it is largely via phone then maybe simple SMS notifications will suffice. There is no one size fits all approach, it always has to come back to your business and your customers.
Mobile is Not Just About Media or Search
Due to the nature of the crowd and the speakers at SAScon the conversation would invariably come back to online advertising and search, but mobile is not just about this. Mobile can be a CRM tool, a retention tool, a communication tool and many other things as well as an acquisition tool. Again, it has to come back to your business and your customers.
Mobile Makes Things Complex
This was the first answer I think I gave and was in response to the question “what does the growing use of search on mobile devices mean to search practitioners and their strategies?” the growing use of mobile devices and their inherent proximity to a person’s location adds complexity to not only search strategies but media and advertising strategies in general. Essentially you are adding at least two layers to additional consideration to every engagement, device and location. You then need to decide based on query, device, location, time of day and all the other factors available, how you want to engage with users. This makes search increasingly complex to do well.
I Hate the Phrase Big Data
Data and its use for marketing purposes are nothing new. Before the days of digital marketing direct marketers were using large amounts of data collected to make their campaigns work more effectively. Not much has changed now apart from some advancements in what we can track.
What I do agree with is the amount of data, used in the right way, is an exciting prospect. Retailers are setting up in store wifi which will allow them to know what you are doing with your phone in store. If they can overlay that with store card information or mobile purchasing it makes for an exciting prospect.
Mobile is Interruptive and Retailers Need to Understand How to Use It
Whatever your industry mobile is affecting it now, or will be doing at some point in the not too distant future. It is changing how your customers want to engage with your, pay you, be advertised to. The challenge for marketers is to understand what it means to you and your business and put in place the strategy to make the most of the opportunities it presents.
If you were at the session please let me know what you thought in the comments below and also if you picked anything up I have missed above.