Michael Becker of iLoop Mobile
Over the ages soothsayers predicted the future based on personal beliefs and communion with the Gods. Thankfully today we have experts and thought leaders who base their beliefs and comments on fact, study and research.
Such is the case with Michael Becker, a leader, teacher, entrepreneur in the field of mobile marketing and mobile communications. (Michael is also SVP of Mobile Strategies at iLoop Mobile.)
In this second podcast on MobileBeyond, Michael discusses how to launch mobile marketing campaigns for large brands and SMB’s, the unique characteristics of the mobile Internet, creating effective mobile websites and the future of mobile marketing and wireless technology in developed and developing countries.
Mobile Campaigns for SMB’s
Michael encourages mobile marketers to set realistic expectations about mobile’s impact on their businesses. For example, he recommends that SMB marketers first think about their objectives for mobile campaigns and use SMS texting to reach the majority of compatible mobile handsets in the U.S (around 88%). Focusing on iPhone users, he says, limits the potential audience to 3% of the total market.
Using the Weather Channel’s mobile website program is another alternative for SMB’s to target specific mobile audiences by geography, weather conditions and segmented audiences.
Looking at Mobile Paths
Mobile marketing offers multiple paths or sub-channels that are synergistic: SMS, MMS, email, voice, Bluetooth and content through the mobile Internet. One or more sub-channels, compatible with marketing objectives, can enhance brand image and boost overall marketing effectiveness.
Mobile Websites
Mobile marketers seeking to develop their own mobile websites, according to Michael, need to consider the major differences between mobile and non-mobile sites. In mobile, they’re thousands of platforms (mobile handsets, operating systems) and hundreds of mobile browsers.
This challenges marketers to ensure consumers have positive experiences when visiting their mobile websites. Engaging a mobile website firm familiar with compatibility issues is the easiest to enhance positive mobile website interactions.
Promoting Mobile Websites
Once mobile websites launch, promoting them using traditional and new media is one effective way to boost traffic and reduce bounce rates. Company websites, newsletters, emails, blogs and other media channels are powerful tools to draw users to mobile websites. Advertising with mobile ad networks is another way.
Text Messaging and Alerting Services Build Responsive Lists
List development is very different in mobile than through traditional practices. Mobile opt-in lists can’t be sold, for example, and the company that generated the leads through short code texting or other promotions is the list owner.
Companies that obtain user agreement to receive news and informative by opting in to lists fosters strong customer relationships. Mobile lists, according to Michael, increase a company’s competitive advantage and are a valuable marketing asset because they’re highly segmented.
Marketers engage consumers via text messages because they know which key words caused consumers to respond.
B2B Mobile Campaigns
Michael encourages B2B marketers to provide incentives, alerts and relevant information to engage customers. An initial contact on a mobile phone, for example, may encourage users to seek out additional information on the Internet or through a company’s website.
Moreover, as the nature of mobile marketing becomes more service-driven, companies can send mobile alert updates related to their businesses (quotes, system status and company news, for example).
Imagination and “co-creation of information,” per Michael, help marketers launch new, desired services, promote feedback about the value of services and adjust marketing messages
Likewise, click-to-call links placed in text messages, making it easier for customers to reach call centers, leverage all marketing assets.
The Future of Mobile Marketing: Goat Herding in Kenja
In the podcast interview, Michael talks about a mobile phone-enabled goat herder in Kenja. The goat herder, using a mobile device, conducts business wirelessly. Someone steals his mobile. No problem. His business is in the cloud. He gets a new mobile and is back on the job.
Far-fetched. Is Michael dreaming? I don’t think so.
The future of mobile, per Michael, is a global marketplace of diverse networks, handsets and multiple ways for consumers to interact with brands.
Traditional marketing morphs to people-controlled interactions, generated by consumer search. Marketers respond to consumer-identified needs and then tailor services to meet those needs.
Part One:
Michael Becker Talks About New Era of Mobile Marketing
For more insights, listen to the podcast.
Resources
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