Won’t Require a Leap
of Faith
Written by Himanshu
Sareen
@
AGENCY POST | 2 MIN READ
There is still a large percentage of marketing
executives hesitant about investing heavily in mobile,
even in the face of a recent Mobile Marketing
Association (MMA) report finding that mobile-driven
sales in 2012 totaled $139 billion in the U.S. alone.
As CEO of an IT consultancy, I have seen firsthand
how mobile initiatives of varying approaches can
transform a business and, ultimately, drive new
revenue channels for the long term.
Uncertain of the ROI? Look Closer
A recent Forrester Consulting survey of 155
executives in charge of marketing departments
sheds light on the way some executives view
mobile as a business strategy. More than 68
percent of the decision makers said they required
definitive proof of ROI prior to hiring mobile
marketing professionals. In that same MMA study,
businesses were spending more than $6.7 billion on
mobile marketing strategies in 2012, and the
numbers are expected to reach $20 billion by 2015.
While a number of successful implementations have
been documented throughout case studies , the
finesse required to execute successful mobile
campaigns should not be miscalculated. Successful
investments in mobile require deep understanding
of your customers, their buying process and their
relationship with your products.
Deliver Mobile Experiences That
Drive Purchases
One of the most basic, yet effective, methods for
implementing mobile marketing involves
augmenting your existing Web presence. If you
notice a significant amount of traffic to certain
product information pages from mobile users, you
can increase conversions with a mobile optimized
site. Incorporating strategic placement of contact
information, purchase tabs and call now buttons all
have direct, tangible impacts on conversions. Here
are two examples of companies that capitalized on
the possibility of mobile:
Hair Club, a leading seller of hair regrowth
products in North America, redesigned its mobile
site to incorporate a strategic approach to
promoting its products and services. Prior to
moving forward, the company analyzed its traffic
and realized mobile users accounted for 30
percent of its visitors. This discovery led it to
place a ‘click/touch to call’ banner ad, leading to
an increase in conversions, which equated to a
30:1 ROI. Hair Club’s mobile strategy was
efficient and focused, and ultimately lead to its
success.
Bacardi recently invested in a campaign using
Foursquare’s brand new Post Check-In Ads
service. With more than 30 million users and 3
billion check-ins a month, the Foursquare
community was statistically likely to have a large
group of rum connoisseurs. With a direct channel
to location-based information, its campaign
suggested Bacardi cocktail drink recipes within
the app after a user checked-in to a bar,
restaurant or liquor store. Ads were targeted only
to those 21 years and older, which further refined
the approach. While a large scale mobile
investment such as Bacardi’s may be out of reach
for many businesses, its experience shows how
new mobile location data drove an effective
strategy forward.
Opportunities for successful mobile investments
exist within your organization, but it takes a critical
analysis of your operations to discover them.
Simply consider Bacardi’s mobile strategy in
comparison to the more traditional desktop banner
ad. An entire family could be using the desktop
being targeted, meaning that certain ads influenced
by digital breadcrumbs stemming from the browser
could potentially be wasted on the underage
daughter, rather than her parents. Smartphones,
however, are almost always used by a single user,
making the data stemming from it far more potent
and valuable.
Effective mobile marketing success depends on an
understanding of how your customers interact with
mobile as well as your ability to critically assess
current marketing strategies and acknowledge their
shortcomings. Capitalizing on the nuances of
mobile consumers can lead to direct increase in
sales and more efficient and precise ad spending.
By identifying the opportunity and moving forward
with immediacy, your business stands to capture
conversions that fall through the cracks. Ultimately,
all of this is because your tactics to create self-
sustaining ROI ultimately are achieved through your
own discerning strategic assessments, not the
technology used to execute them.
Originally published Aug 12, 2013 1:00:31 AM,
updated December 03 2014
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