Mobile must be all about the customer….

As in all marketing efforts, it is important to do your best on all steps of the process, from strategy through planning to execution and measurement. It’s very much like what William Young writes in The Shack  “…if anything matters, then everything matters”. That being said, there is important, and then there is important…

Numerous experts indicate that the most important issue to consider when developing a mobile marketing plan is in knowing where the plan might fail and how to account for that failure. While this is certainly important, as it is one of the natural progressions in building the plan, failure planning is not likely to be effective without a clear view of the customer/prospect and the overall marketing objective being pursued.

So those 2 factors (knowledge of the customer and your objectives) are likely the most critical to making for a successful effort, as all the other important factors stem from them.

From a very practical point of view, mobile (at least today) is direct response; the better we identify the audience for the messaging, the greater the desired response. And like with email, advertising to mobile clients who have not opted in to receiving your message is likely to be met with a scathing response and very negative brand image. Opt-in is important.

However, defining the appropriate audience has to go beyond collecting those who naturally opt in. Finding additional customers becomes a reiterative process where we look at who our ideal customers for the program are, how to best tailor our offering to fill the needs of those customers/prospects and what approach to them will motivate them to grant permission.

This process requires determining what our customers and potential customers want: not just product, but interaction method, timing, information level desired, how they use mobile, etc.  I am not marginalizing the rest of mobile marketing components; they are all important.  However, the audience and their need will determine the message. The message will often determine the media, both in terms of platform and browser, message style and content, frequency, escalation, interplay with other legs of our marketing, etc.

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