” A dog is a man’s best friend” is a saying that has been around for hundreds of years. It was originally stated in a poem that was published in the year 1821, (according to Wikipedia). “The faithful dog-why should I strive. To speak his merits, where they live. In every breast, and man’s best friend. Does often at his heels attend.” I once used this quote during a powerpoint presentation while I was trying (and eventually succeeding) to convince my parents to buy me a dog.
These little loyal companions are the most understanding, loving, forgiving, and furry friends that we will ever have. My dog Sadie is now 11 years old, and she has been my most consistent friend throughout my life. She was the only family member in the house that didn’t annoy me when I was going through those anxiety teenage years. I thought that I would never find a better friend, but then this happened:
The summer before going away to college my parents purchased me the iPhone 3Gs, and suddenly I began to pay less attention to Sadie. After just a few days of owning the phone, I couldn’t imagine my life without it. I felt as though I had the whole world in the palms of my hands, and I could do just about anything with the swipe of a finger.
dog is a man’s best friend” quickly turned into “An iPhone is a man’s best friend”
After searching ‘Dog’ on the App Store, and found 2,200 results. This dog is named Ben, and he can apparently talk. I just don’t see how Sadie can compete with a talking dog.
“Mobile Marketing is a marketers best friend”
Although I am over exaggerating, the point that I am trying to get across is that people (including myself) are dependent on their mobile phones. They can’t imagine a day without it, and it is quickly becoming the most important item in peoples lives. That is why mobile marketing is so important for marketers to do well.
In an article called “Mobile Phones are the Ultimate Direct Marketing Device” Michael Levinsohn wrote about how companies can improve their mobile presence.
1) Build a database with your mobile opt-in subscribers. Integrate it with any other information your CRM software has available about them to further expand your knowledge on their wants, needs, and expectations regarding your brand.
2) Create separate marketing campaigns for your mobile clients. A single television or online campaign is not the do-all, see-all for all your mediums. Fully optimize your user experience by creating a separate, mobile-orientated campaign.
3) Personalize it! Use technology to easily incorporate your customer’s name, birthday, or location into your message.
4) Make sure you do some A/B mobile testing! A mobile campaign is much cheaper and easier to test than a television campaign; utilize that.
5) Don’t use a pull strategy. Use outbound marketing to push yourself to the customer and provide them with a favorable value proposition and a direct call to action.
6) Don’t forget about all the forms of mobile marketing! There are 306,554 iPhone apps out there, and over 700,000 android apps available. With numbers like those, it’s too easy for your app to get lost in the clutter. Consider SMS, MMS, push notifications, PPC, and banner ads.
7) Although 50% of mobile subscribers do have smartphones, it’s important not to forget about the other 50% who do not! Market to them, as well (using a well-integrated SMS strategy).
8)Work with specialists who understand these com- plexities and can guide you through them. . There are so many mobile makes and models, and you need an expert to make sure you are reaching out to each.
9) Make sure everything is measurable, this is key to success.
Complete Pulse-Consumer Insights for Digital Marketers wrote a blog post about the Mobile Marketing Association and shared their insight about what they learned at the 2013 conference. These are the key points they took away:
Due to our obsession and dependency on our mobile devises, we have opened the doors for marketers. The fact that we have our phones within an arms length of us 24 hours out of the day means that marketers now have access to us 24 hours a day as well. Our phones have now become our best friends, and because of that mobile marketing is quickly becoming the marketers best friend.