Heartland Mobile Council
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05:15:37 am on November 6, 2009 |
The Shift Towards Mobile and Shopper Marketing
Last spring, a shopper marketing agency spoke at a conference about mobile marketing. I was excited because I thought I had found someone who knew the space well. And who could join me in helping to educate marketers/agencies on how to use mobile in-store. Unfortunately, a closer look revealed that they had no background in mobile. So these two “experts” with no meaningful mobile experience were talking to a crowd about how to use it in retail.
This was only the beginning. I know of three other shopper marketing agencies who are infusing mobile into their offerings as a core strategy. It seems that ordaining someone the mobile “expert” is sufficient to make it a core competency. Whether these agencies can pull it off is not the big issue in my mind. My concern is what happens when most of these programs meet with mediocre success. Or worse, when they hurt the business or piss off the consumers. And what the agencies are advising their clients about the capabilities of mobile in the retail environment – and how do they know what to say?
The reality is that mobile marketing is very, very good at creating purchase. It can alter the power equation from the retailers back to the consumer goods companies. TV too expensive to place in all but the key Walmart locations? That’s ok, mobile can deliver video straight to your consumers phones while they’re in the store. Can’t secure enough shelf space to deliver your branding and value proposition? No sweat, you can send messages, video, slideshows and engaging quizzes, surveys, sweepstakes, coupons through mobile.
Are you reliant on your retailers to communicate with the shopper? Problem solved. Mobile creates a link direct to your consumer. For the segments that you care about you can have a conversation directly with them. If you worry that the retailers’ staff can’t possibly sell your products as well as you can, these complicated feature/benefits can be transmitted over 3G networks.
I’m a big fan of mobile marketing’s potential in-store. I think the first brands to reach their consumers this way will enjoy great advantages. At the same time I worry that there are many agencies out their touting their mobile expertise when it isn’t really true. So check with your agencies and find out how long they’ve been executing mobile. Who is their expert and what are his/her credentials? Do they have a team dedicated to mobile? These questions will help you make sure your brand is in safe hands. Your consumers and your sales will thank you.
- Hugh Jedwill
CEO, Mobile Anthem
Executive Director, Heartland Mobile CouncilAdvertisement
