3 Keys To Implementing Advanced Mobile Tactics

Brian DeaganIt seems that, of all the various aspects of Direct Digital Marketing, mobile marketing is getting a lion's share of attention lately. It's easy to see why. News from the carriers keeps the industry on their collective toes, whether they are announcing a merger (see Verizon-Alltel), new rates, or enhanced guidelines. All of that news is interesting, but very little of the news coverage focuses on the modern day realities of mobile marketing (other than the bi-monthly promise of "this being the year for mobile"). The real mobile marketing landscape is primed to take off, just like email was over a decade ago, and for many of the same reasons.

There are 3 keys to implementing advanced mobile marketing tactics into the direct digital marketing mix. The first key is data. Having good data enables relevant communications and personalization that help induce action on the tactic. Good data really is important because it helps marketers develop complete mobile marketing strategies instead of limiting themselves to one-off mobile programs with a limited shelf-life and a difficult to measure result.

The second key is interaction. That means the mobile marketing software platform the marketer is using must plug into and interact seamlessly with other business systems already deployed within a given company. If the software platform can’t get data in real time or send triggered text messages, then the mobile strategies and tactics will be limited.

The third and final key to implementing advanced mobile tactics is support. To be completely honest, the carriers don’t always make program approval and shortcode provisioning a simple process. It can be tricky, especially if the goal is to have a mobile program up and running quickly. A good mobile marketing partner not only has the software you need to execute your mobile marketing vision, but they also must provide you and your marketing team with the support and services necessary to make sure the program is effective now, scalable later, and always shows the desired result.

Here’s an interesting screencast that not only shows 2 real-life examples of advanced mobile tactics and how they’re constructed, but it also contains data points that reinforce the idea that a successful mobile marketing approach right now must be text-centric.

Here’s a question to ponder: In what ways is the current mobile marketing landscape similar to email marketing before it took the next step and hit the mainstream?

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