Mobile Marketing: Sense and Semantics

Posted on April 28, 2012 by

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Our chat on May 2 will endeavour to advance discussions from Joe’s (@SMSJoe) initial positioning that explored, among others, the “mobility tipping point” as it relates to behavioural adoption by consumers.

While it may seem obvious that the mobile experience has fast become mainstream and part of modern life, a closer look at exactly what the mobile experience entails may shed some light on ‘why’ and ‘how’ it evolves.

Ubiquity, instantaneity, spontaneity, speed, efficiency: all these terms characterize positive sentiments associated with the mobile experience. And yet, as marketers and strategic thinkers, do we carefully discern which sentiment works well for our particular industry and audience? Are they all the same? Do they all apply? What underpins the behavioural objectives behind a given mobile marketing strategy?

During the last mobility chat, Chris (@sourcePOV) suggested that I embed the topic of semantics for the May 2 chat. Twist my rubber arm ; ) I can easily digress to the point of filibustering on this topic. But I’ll spare Alasdair (@ajmunn) from rolling his eyes (haha).

ImageWhat I do propose to explore are two areas that aim to draw out some of the more tangible aspects of the mobile experience: what/how we are using as mobile tactics (B2C or B2B), and then close the session with some thoughts on semantics:

Q1 : When considering a mobile tactic, what key assets should be mapped out for your audience and campaign (e.g., mobile-ready site VS your own propriety mobile app VS an LBS app like Foursquare VS a mobile sharing app like Instagram) and how critical is timing of implementation?

Q2:  In recent tweets with a follow, the idea that “Instagram could be used for product demos at trade shows” was brought up. What mobile app would you use to improve your marketing mix and how?

Q3:  With growing interest and development in mobile payments coupled with advances in behavioural targeting techniques, are marketers aware of geofencing and its implications? What are the beneficial aspects of this technology? Are there potential drawbacks?

Q4:  How often do you yourself use mobile when sharing your online experiences? Does “practising what you preach” really play an important role in how well you employ mobile strategies?

Q5:  Mobile technology is a disruptive force that is shaping the way we do business and connect with each other. Yet, it seems that the proliferation of diverse mobile platforms and devices makes for a rather fragmented offering to consumers. In this context, and based on your experience, how would you characterize “disruptive” and “fragmented”? Are there other mobile-related terms you are curious about?

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Posted in: Marketing, Mobility