Pointers for Investing More in Mobile

Dave LawsonWhen it comes to the increase in mobile marketing spend, there are numerous drivers to consider. Some are specific to advertising. Others are specific to marketing.
Advertising
The current results for mobile marketing and advertising effectiveness are compelling. Data from firms like comScore and InsightExpress reveals there is more engagement, more brand awareness, and more spend upon conversion with mobile than with any other marketing medium. Historically, it ranks on par or even with TV.

We’ve said it before: finding ways to make meaningful investments in this medium simply makes sense. If we’re looking at advertising specifically, here’s my list of key considerations:

  • Increased ability to scale (more inventory available to place ads);
  • Reduction in costs for an amplification of value;
  • Better metrics and the ability to identify attribution.

Marketing

For marketing, mobility offers a direct channel to a customer literally at any place, at any time. Increased spending is going to be related to program scale growth, sophistication of content and message targeting to cultivate closer to 1:1 relationships, and better ROI to justify larger investments.

For the most part, what you see when you look down the list of successful mobile vendors is a list of “point” solutions (i.e., “this guy is good at SMS,” “this lady can get you a mobile website,” “that dude can make QR work,” “those people will build you an app,” “these folks will roll out your ecommerce site and make it work better on a mobile device,” etc.). You also get fragmentation.

Every one of them will tell you that “mobile shouldn’t live in a silo” and that you should integrate it across your brand experience. Many address this by saying they easily “integrate with your CRM.” But guess what… I can integrate pretty much anything into your CRM, but what good does it do if you can’t access and use that data? Sure, integration is a piece of the puzzle, but there is little context to apply data across channels. The real story is that many mobile vendors’ point solutions are in a silo.

Be wary of point solutions. Here’s why.

Most marketers have limited dollars to invest in mobile, so they choose 1 or 2 “point solutions” because it maxes out their resources (human and fiscal). This means that they get stuck with a silo’d mobile product that can’t truly integrate across channels and offer the correct “mobile value” (fed by data) that’s right for that customer or that moment through that touchpoint.

On top of that, marketers need to deal with demands to grow their mobile program. However, if they’re relying on data trapped in the silos of various systems, they often are building on a less than ideal foundation. Having a truly integrated solution can make all the difference.

Other issues that can’t be placed on the vendor landscape that I commonly see include:

  • The ability to take action on data and make it usable for planning overall strategy, as well as for delivering an optimized experience to the users.
  • Allocating budget, time, and attention to proven channels – those that have delivered needle-moving power over time and still do today.

What are some common issues you face when growing a mobile strategy?

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