Mobile marketing is a powerful direct digital marketing channel that, used strategically, can improve branding and boost direct response results. The practice of mobile marketing can thereby create personal, long-term relationships between brands and consumers.
As Michael Becker of iLoop Mobile mentioned on MobileBeyond, mobile marketing engagement is the goal of mobile marketing campaigns.
In this podcast interview with Bryce Marshall, Director of Strategic Services at Knotice, a direct digital marketing company, Bryce elaborates on strategically combining email, mobile and Web strategies, along with database marketing techniques, to better profile and engage consumers. Executed correctly, direct response results rise as customer relationships, loyalty and satisfaction with brands improve.
During the podcast, Bryce role-plays with Brian Prows, using a fictitious furniture chain in the Midwest. The role play suggests ways to improve retail marketing campaigns and synergy.
Podcast interview topics include:
- How to improve direct digital and mobile strategies
- The importance of focusing on the audience without becoming distracted by mobile technology
- A recent study showing 39 year old men are most responsive to mobile marketing
- Considering product offers that boost mobile campaign success
- Cross-channel shoppers (consumers who research products online but purchase at retail stores)
- Using e-commerce coupons that are forwarded to a mobile phone, then used to consummate a retail store sale
- The critical need to “embrace” customers online, making it easy for them to obtain desired information before making a purchase
- Why mobile websites for certain products may sometimes discourage consumers from conducting business with companies due to lack of engagement on a mobile website
- Knowing the strengths of each digital channel that increase sales conversions
- Harnessing the power of customer referrals with newsletters
- Deploying mobile’s unique strengths: SMS location queries via manual look-up or GPS, text message reminders of upcoming retail sales, customer service actions or event information
- Launching new products or retail locations by encouraging consumers to opt-in for text messages by promoting short codes on billboards and other media
- Why landing page optimization is critical to heighten conversions
- Learning from consumers the amount of time they wish to invest in each media channel; then, extracting keywords that brought consumers to each landing page
- Profiling consumers based on search keywords
- List segmentation, based on available CRM data; making the right offer to the right person at the right time and avoiding “SMS blasts”
- Identifying mobile handset models and browser displays
- Exploring in-store bluetooth opportunities
- Recognizing the time factor since mobile devices are usually on 24/7 and usually near owners; then correlating timely messaging that matches consumer lifestyles
- The importance of a carefully written direct digital plan with three, six and twelve month goals and plans
- Creating “quick wins” by obtaining short codes and registering with carriers early on
Knotice
Knotice maximizes ROI of direct digital marketing through process automation, increased relevance and improved performance. Working with clients throughout North America, Knotice guides marketers toward efficient, effective application of highly-targeted marketing communications over today’s primary digital channels. Founded in 2003, Knotice is headquartered in Akron, Ohio.
Knotice’s on-demand software platform, Concentri, unifies the vital direct digital marketing functions marketers need to create profitable relationships with prospects and customers on a website, through email, and over mobile. Unifying these functions saves time and money while directly improving the relevance and performance of direct digital marketing campaigns. Concentri enables marketers to easily engage today’s digital consumers and grow revenue while maintaining a consistent brand experience, cutting production cycles from weeks to days, and reducing other related costs by as much as 50 percent.
Bryce Marshall
Bryce Marshall is the Director of Strategic Services at Knotice. An expert marketing strategist, Marshall creates powerful and profitable online marketing strategies for a wide range of companies from growing eCommerce firms to massive Fortune 200 companies. Marshall is especially skilled at creating multi-channel strategies for a wide range of companies.
Marshall believes in and practices the principles of direct digital marketing — relevant, digital marketing communications that are addressable to a specific individual with an email address, a mobile phone number, or a Web browser cookie.
In addition to his skills as an expert direct digital marketing strategist, Marshall is a recognized mobile marketing expert with an established voice in the industry. He has provided insights to mobile marketing professionals from around the globe.
Marshall has been featured in several leading marketing publications including MarketingProfs and CRMBuyer. He is a sought after writer, having written on a variety of topics including direct digital marketing, mobile marketing, mobile strategy, and online message relevance. He has been a featured guest on noted mobile marketing expert Kim Dushinski’s highly regarded radio show “Mobile Presence.”
He is also a featured blogger on Knotice’s successful and highly regarded business blog, “The Lunch Pail. ” He is an author of an upcoming book on direct digital marketing.
Marshall is an active member of the American Marketing Association (AMA), recently completing a stint as Akron/Canton AMA chapter president.
Links to Podcast Topics:
Knotice
Video: “Three Keys to Implementing Advanced Mobile Tactics”
Video: “Creating a Mobile Campaign in Concentri”
Bryce Marshall
Email: bmarshall@knotice.com
Some recent samples of BryceMarshall’s published work:
- “Fundamental Tactics for Mobile Marketing,” eMarketing and Commerce Magazine, November, 2009
- “Achieving Relevance in Direct Digital Marketing: An Introduction,” MarketingProfs, June 2009
- “Making Sense of the Mobile Marketing Landscape”
- “Making Sense of the Mobile Audience”
- “Making Sense of Mobile Marketing Strategy”
- “The Return on Relevance”
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