Thursday, January 13, 2011
I love mobile, because I’m always on the move. I love that I can get an updated flight status on my smart phone faster than at the gate in the airport, and during the holiday shopping craze, I could enhance my bargain shopping by quickly comparing prices at other stores using a barcode app. But mobile is still an ugly duckling for many marketers – it’s cool and different, but what should a marketer actually do with mobile?
I Will Use Mobile to Connect with My Customers is Resolution #2 in ExactTarget’s 5 Resolutions Marketers Should Make And Keep In 2011. Like anything new you try in your marketing program, start small, and TEST. Once you have a few solid mobile success stories for your business, you can create your mobile vision, and build an integrated mobile marketing plan for the entire year.
Many of our mobile success stories are tied to events. Events are a great place to reach an audience that you know is un-tethered from their computers because they’re running from session to session or browsing the show floor. We integrated mobile into our promotion of the SUBSCRIBERS, FANS, & FOLLOWERS research series. The text campaign is used primarily at events and speaking engagements -- when attendees text RESEARCH firstname.lastname@example.org to 38767, they receive an email response with links to each of the different SFF reports. We've delivered hundreds of emails through this campaign, and have seen open and click rates soar to over 60% and 30% respectively. We're driving results by reaching our customers on-the-go with the information they're asking for -- in real time.