Mobile Marketing Has Sparked a Modern Renaissance
- Almost every consumer owns a smartphone
- They bring it everywhere they go
In other words, mobile is a fixed point along the entire consumer journey, from awareness, to activation, to advocacy.
Modern marketers need to become what LinkedIn’s Jason Miller refers to as “Renaissance Marketers.”
“Today’s successful marketers integrate all the old and new marketing channels into one overall marketing strategy. We are, you might say, ‘Renaissance Marketers.'” – Jason Miller, Welcome to the Funnel
The renaissance masters of the 15th century weren’t just painters—they were inventors, engineers, poets, and scientists. They weren’t defined by their skill in any one field, but by their ability to learn; to integrate new tools & disciplines. In the 21st century, smartphones—arguably the most versatile devices in human history—have brought about a new version of renaissance master:
Between Google, Yelp, and social media, today’s consumer can access a nearly limitless supply of resources—accessible virtually anywhere—for help deciding on a purchase.
This is the context in which modern marketers are reaching out to their audience. Engaging that audience in a meaningful way means marketers must embrace the tools and the strategies needed to deliver a consistent, integrated brand message across every consumer touch point.
Obviously, this is easier said than done, but mastering mobile is the single most important piece of the puzzle simply because it ties together every point in the brand/consumer relationship. Here are some things to consider:
Best Practices – Renaissance Mobile Marketing
Content is King
Structure campaigns around delivering content that’s of immediate use to the consumer, not just your brand. Deliver humor, information, or interactivity – not just “awareness.” The more value your content has, the more seamlessly it can be integrated into different touch points along the purchasing funnel (and the more likely it will be shared on social media).
Make sure that any marketing content you produce renders beautifully and responsively on any device. Avoid creative assets with baked-in text that won’t scale well on different screen sizes, and never use device-specific tools like Adobe Flash that will only load for desktop users.
Publishing & Full-Funnel Attribution
Cross-channel publishing isn’t particularly useful without an effective means of tracking attribution. The simplest path is to just UTM strings to create custom URLs with unique parameters to identify all sources of traffic hitting your landing page.
Here’s a quick guide from Google Analytics:
Think Marriage, not One-Night Stands
Include pathways for the consumer to extend the brand relationship beyond their first interaction. A way to opt-in to an SMS or email database, or a prominent callout for social share, can help you nurture a single conversion into a loyal brand advocate.
If you want a comprehensive resource for mobile marketing, download our massive 60-page ebook, The 2015 Marketer’s Guide to Mobile Engagement. This guide features high-level strategy and real-world tactics for integrating measurable mobile engagement into every marketing campaign.