Mobile has become our main screen. The question is how to use this personal medium to produce effective marketing, taking into account that it is not necessarily suitable for every company in the same way.
The market should be divided into three main categories.
1. Mobile First Category
This category consists of companies and products which find it worthwhile to implement a mobile targeted marketing strategy. Defining companies which fit this category includes three components:
Brands that exist in our physical space and / or are characterized by low involvement and / or belong to the category of impulsive purchasing.
• Brands that exist in the physical space belong to categories such as convenience stores, fuel companies, retailers in various fields (food, fashion, pharma, electrical appliances, household products, toiletries, etc.) Transportation services (taxis), leisure and recreation (restaurants, concerts, etc.)
• A low involvement product, one where purchasing it does not involve major decision-making or a thorough market research on the part of the consumer. Low involvement products include food, convenience store, fuel, retail, transportation, leisure and entertainment.
• The list of categories of impulse buying includes companies such as fashion, footwear, food, leisure and culture.
The more a brand fits into more items of this triangular formula (physical space, low involvement, impulsive buying) it should implement a more radical strategy of:
Mobile First Strategy
Focusing on mobile marketing, which includes dedicated micro-segmental applications that include content, community, developing – bots for continuous contact with customers, launch of COP – Commercial Opportunity Products (such as coupons or the brand’s digital currency) and of course relevant and original content that should create a long-term relationship between the brand and its mobile customers.
Members of this category can gradually relinquish any investments in other media such as radio, television and billboards, and focus on Mobile & Social as prime elements of the Go To Market plan
What role does mobile play in this category?
– Sales channel – creating a measurable and accurate revenue source – Marketing channel – generates brand preference
What do you measure in this category?
Traffic to the physical or digital store, sales, purchase frequency, purchase volume per visit, frequency of visits, revenue, profitability, distribution of purchases by products and categories, price sensitivity by product and triggers (which offers and COP [Commercial Opportunity Products] such as coupons work better).
2. Mobile Marketing Category
Companies belonging to this category will have one component of the triangular formula (physical space, low involvement, impulsive buying).
These companies should prepare for mobile marketing but not focus solely on mobile activity as part of their marketing strategy. In other words, it makes sense to launch a mobile application and invest in promoting it while examining the ROMI – Return On Marketing Investment
What is the role of mobile in this category?
Here too, mobile platform enables differentiation and preference, as well as the creation of a relationship and increased interaction between consumers and brand, and brand assets.
What do you measure in this category?
- Users Engagement
– SPOQ – Social Proof Of Quality Index
– In other words, to what extent does our mobile activity succeed in getting users to respond to our marketing activity, and become brand promoters – users who write, respond, and recommend.
– Depth and quality of the brand-user relationship (brand preference indicator).
– Influence on purchase volume and frequency.
3. Mobile Presence Category
Companies belonging to this category do not meet any of the formula components:
Mobile First Strategy formula: Psychical Presence & Low Engagement Products & Impulsive Buying Products.
Companies in this category should not ignore the fact that the mobile device is our most significant device and therefore must create a mobile presence – mobile site, forming mobile campaigns etc.
However, companies of this type will not find real marketing value by launching and promoting applications, which will come at the expense of other marketing activities
Keep in mind that developing a mobile application is the first and easiest step. The significant and Sisyphean stage is a running ongoing marketing plan which reaches significant, relevant audiences, persuades them to download your app and of course continuous work on maintaining significant usage performance and retention.
These are huge marketing investments mainly suitable for companies and brands of the first category (Mobile First) and a few in the second category (Mobile Marketing).
Companies in the third category can give up huge investments in the complex field of mobile-based application marketing.
What is the role of mobile in this company category?
Cross-platform presence creates an opportunity for more contact between brands and consumers.
What do you measure in the third category?
Analyze usage of platform distribution (site, mobile, social) including the type of content consumed on each platform.
The depth of mobile marketing activity varies from company to company and from category to category according to the suitability to the components of the formula:
Psychical Presence & Low Engagement Products & Impulsive Buying Products