Mobile Marketing

 According to a study performed by Forrester Research, one-third out of the 176 interactive marketers interviewed are using Mobile Marketing and another one-third is planning on doing so.  Even more, 47% of those using mobile will increase their budget this year. Let’s face it, Mobile Marketing has arrived. 

Success in mobile marketing requires a systematic approach, beginning with selecting a mobile marketing agency/technology consultant. This company will help you in the subsequent steps; like determining your objectives (to grow revenues or cut costs?) and creating your strategy. Next you need to develop an understanding of your target audience via their mobile “behavioral profile.” This profile is your customer’s activity when using their phone, i.e. type of phone, how often do they text, what types of mobile sites do they visit…etc. This is especially helpful when discovering if there is a need to develop a mobile app. Also make sure your consultant has the ability to implement his recommendation and is not simply outsourcing everything as this can cause confusion – (too many hands in the pot). Remember that you have chosen your consultant for a reason, they are the expert, so share as much information about your goals as possible and be open to heed his or her recommendations. Also, be up front and identify the level of corporate commitment to achieve these objectives – what is the company’s tolerance and expectations especially when launching new initiatives. Once you have completed these steps, now is the time to select technologies to implement these strategies and achieve your objectives. 

Mobile Marketing consists of more than sending text messages or developing an iPhone app which has become widely popular.  Mobile marketing also includes mobile websites (which are websites designed specifically for viewing on the mobile phone), Mobile Banner ads that appear on mobile websites, SMS text messaging which is used on American Idol, and Barcoding, scanning codes that will display information on your phone once scanned. 

Getting caught up in the bells and whistles by focusing too much on the technology can screw up your opportunity.  Oftentimes marketers will get caught up in the “sexiness” of an iPhone Application and the ego appeal of having a mobile app should never overshadow its necessity. 

When implementing a mobile marketing campaign, remember the fore mentioned process. A mobile marketing campaign is simply a means to an end not the end itself. Don’t get sucked into the technology; at the end of the day mobile marketing is still marketing. 

By: Brandon Davenport, Baltimore AMA Chapter - Director of New Membership 

As Managing Partner and Director of Development and Operations for Vesta Mobile Solutions, Brandon works closely with clients to establish an interactive and engaging marketing process through various mobile marketing systems. These systems include SMS text message marketing, mobile applications, mobile website design and mobile marketing consulting. 

These strategies have benefited organizations like, Dewalt, DTLR, Hearst TV, Morgan State University and KFC. 

Vesta Mobile has been featured in various publications for its leadership and accomplishments within the mobile marketing space, and in 2008 Brandon was recognized by BusinessWeek as one of the Top 25 Entrepreneurs Under 25.