How to Make Sure Your Mobile
Marketing Is On Track
Flaw: Not Offering Value in Exchange
for Value
Establishing consumer relationships
through mobile marketing, as with any successful relationship, inherently
requires a mutual exchange of value. Whether consumers are opting-in for brand
communications via SMS or engaging with the brand in a single instance by
scanning a QR code, the onus is on the brand to deliver value in return for
customers’ time and information.
Without the perception that value is
mutual, the relationship becomes essentially one-sided and unrequited. The
customer may attempt to end the relationship — perhaps permanently. Regardless
of the strategies or technologies employed, successful mobile marketing relies
heavily on a fair and evenly balanced value exchange between consumer and
brand. Given the intensely personal nature of smart devices, coupled with the
fact that the device is nearly always within arm’s reach, it becomes extremely
important that mobile marketing avoids being intrusive and irrelevant.
Conventional marketing wisdom
advocates a right audience + right message + right time methodology, designed
to entice a stationary audience. In mobile, the same principles don’t
necessarily apply. Rather than marketing at the target with brand-centric
storytelling, wherever and however she may encounter you, allow the tale to
travel along with her as she goes. Communicate the narrative, allow the mobile
medium to reveal ensuing chapters in a continuum of branded engagements.”
