The culmination of widespread smart phone adoption, extensive network connectivity and plunging mobile data costs has given rise to the mobile platform as a refreshing complement to brands’ current marketing mix. Increasingly, mobile connectivity is becoming part and parcel of people’s lifestyle, and this platform holds many opportunities which marketers can tap on to reach their consumers.
Because of the ubiquitous nature of the mobile platform, marketers now have the chance to reach out to consumers 24/7. Leveraging on mobile technologies such as GPS and touch appropriately and intelligently, marketers gain a huge advantage in providing consumers with a brand experience that is more personal, more relevant, provides greater utility, and increases support for your brand.
“Mobile phones have been coined as our 'second shadow', a personal and smart device that is constantly kept beside us, and nearly something we cannot do without. It is now an integral platform forming part of an integrated strategy for marketers to further engage their audiences through applications that are entertaining or one that helps in productivity. With mobile marketing, branded activities can now become more pervasive and ubiquitous,” says Nikolaus Ong, Regional Digital Strategist of MRM Worldwide.
Nonetheless, while mobile marketing is gaining traction, marketers need to consider that the mobile device is extremely personal and consumers are more sensitive about issues such as privacy. It is important that marketers optimise their content strategy and provide consumers with utility-driven content that is quick, bite-sized and relevant to them. At the same time, mobile outreach must also be integrated with other marketing discipline strategies to achieve marketing resonance.
Ronnie Liew, Senior Technology Director of R/GA, confirms this: “Crafting a good mobile marketing strategy is all about putting the consumers first. Effective mobile marketing distills to making something that consumers want or like; design and launching platforms that the brands would own and eventually creating engagement that can lead to ‘earned’ media.”
These issues, among other relevant topics, will be addressed in a conference held in Singapore and Hong Kong in August this year. Some of the key highlights of the conference include developing a mobile marketing strategy, incorporating social media with mobile marketing, integrating mobile with existing marketing initiatives, location based consumer engagement and measuring the ROI of mobile marketing efforts. These will be shared by Shalabh Pandey, Head of Earned Media of Nokia, Dilip Mistry, Senior Director, Mobile, Local and Commerce Advertising Lead, Asia, of Microsoft Advertising, Kitty Wong, Managing Director of OgilvyOne Worldwide Hong Kong and Domenico Pezzaniti, Head of the Mobile Marketing Council in Singapore and CEO of BeepCast, among others.