The 3 Key Considerations For CMOs When It Comes To Mobile Marketing

Author

Daniel Newman, Contributor

July 6, 2015

Over the past 4 years smartphone usage grew 394% & tablet usage is up 1,721%. And combined these platforms now account for 60% of all digital media time. These stats come courtesy of comScore and are included in the recently-released guide: The CMO’s Guide To Mobile Marketing from Oracle Marketing Cloud.

Right from the get-go the guide gets right to the point that A) Mobile Internet usage has overtaken desktop as the most used digital platform and B) Mobile marketing is not reserved for the B2C CMOs of the world only— nor is the guide as witnessed by its subtitle: What B2C & B2B CMOs Need To Know

The latter of the two points hits home with me as I wrote about this very topic in a column last September entitled B2Bs Must Shift To Support The Mobile Marketing Conundrum.

In fact, yours truly is even quoted in the new guide via the aforementioned September 2014 post: “The new B2B buyer, which is also always a B2C consumer, will seek to have their mobile experience with your brand provide them real value and insights into your company. Bottom line is this, B2Bs can no longer hope for their buyer to find them on the PC or Laptop because that isn’t the way things are going.”

The Big 3 Mobile Marketing Considerations for CMOs

The guide touches on 3 key considerations for CMOs to think about when it comes to mobile marketing and includes a section for each consideration as to what may be holding them back from implementing each and a solution to overcome any concerns.

  1. SMS & MMS. An incredibly popular form of communication, nearly 90% of SMS messages are opened and read within the first 90 seconds of receipt. Add MMS, which according to the guide is “the natural evolution of text messaging which allows you to send a message including pictures, video, or audio content to another device” – and you have a powerful one-two punch. As to what’s holding CMOs back, one concern identified is that “managing the SMS channel is technically and legally complex” with the solution being to simply get permission from customers to opt-in for SMS messages.
  2. Push. Defined in the guide as “the official way for brands to reach users through an
app since the operating system doesn’t provide user email addresses or phone numbers” – one concern stems from the belief that Push costs too much to integrate into the workflow and back end. The solution is for marketers to find a provider with an easy-to-implement SDK (software development kit)—which allows for rapid development—that uses technology to gather signals used for segmenting.
  3. Data Management Platforms. Last month in a piece on data I wrote: “Whether it’s B2B or B2C, the online customer journey has a number of points that can be measured—and should be measured—to better understand the experience when dealing with a brand.”  And as the guide points out “Advertisers need a sophisticated technology platform that addresses the unique challenges of mobile data collection, media organization, and campaign execution.” And the technology behind all this is a data management platform, or DMP – or in this case, a mobile DMP.What’s holding CMOs back lies in the fact that marketers are faced with the challenge of using data in all of their marketing executions, having accountability, and maximizing ROI, especially when it comes to mobile where data is more easily tracked for digital efforts than offline marketing. The solution comes in the form of using a sophisticated mobile DMP platform to analyze geolocation, purchase, and intent data from millions of mobile consumers, and combine findings with data from online and offline actions to dramatically improve the impact of cross-channel campaigns.

With the explosive growth of mobile device usage, marketing will have no choice but to follow suit. For CMOs this means determining the best ways to reach their audience through the strategic use of mobile channels. Messaging, Push and Data Management Platforms are 3 great places to start. How is your organization using mobile marketing to connect with your target consumer?

Image: Creative Commons 

This article was written by Daniel Newman from Forbes and was legally licensed through the NewsCred publisher network.


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