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Mobile Integrated Into Marketing Strategy = Success & Increased Revenue, Part I May 9, 2010

Posted by StrategicGrowth in marketing strategies, mobile, Mobile Marketing, Strategic Growth Concepts.
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Part I – Mobile Integration into Marketing Strategy

There’s a lot of ‘buzz’ these days about Mobile Marketing and how it’s changing the world of advertising, and direct communication with consumers.  However, as marketers begin to become familiar with all of the Mobile options available to them, one issue they will need to give serious consideration to is how to integrate Mobile into their existing marketing strategy.

To help facilitate a better understanding of Mobile Marketing and the most effective ways to use it, over the next several weeks we will be publishing a multi-part series which discusses this hot, new medium and the best ways to incorporate it into your existing marketing strategy.  Additionally, we will also answer any Mobile Marketing questions sent to us by our readers!

One of the biggest mistakes that many advertisers make when they start using Mobile Marketing, is to assume that it’s a stand-alone medium – and then when it doesn’t work as expected, they write it off as an ineffective medium – all because they haven’t learned to use it correctly.  So let’s make the most important point about Mobile Marketing now – MOBILE MARKETING IS NOT A STAND-ALONE MEDIUM; MOBILE MARKETING WORKS BEST WHEN IT IS PART OF AN INTEGRATED MARKETING STRATEGY AND A SUPPLEMENT TO THE MEDIUMS YOU ARE CURRENTLY USING.

So what does this mean?  Let’s first define what we mean by an ‘integrated marketing strategy’.  One definition we found that seemed to represent the idea well was:  “A simple way to look at integrated marketing is to think about your customer and analyze all media that you’ll need to use in order to reach him/her with your message, keeping in mind that a consumer will need to see/hear your message AT LEAST 7 times before they will recall it. Integrated marketing also deals with managing those media so that you coordinate activities that will generate a higher impact when combined.”  The concept includes online and offline marketing channels. Online marketing channels may include e-marketing campaigns or programs, from search engine optimization (SEO), pay-per-click, affiliate, email, banner to latest web related channels for webinar, blog, micro-blogging, RSS, podcast, and Internet TV. Offline marketing channels may include traditional print (newspaper, magazine), mobile, mail order, public relations, industry relations, billboard, radio, and television.

In a recent article in Mobile Commerce Daily, Best Buy representatives discussed their own mobile strategy and offered this advice for those starting to utilize Mobile Marketing, “Use mobile as an integrated part of a larger strategy, not as a one-off channel.  Particularly if you are a multi-channel retailer, customers have an expectation of a consistent experience regardless of which entry point they access, be it online, the phone, or the store. That’s why for the most part, our mobile communication strategy was an extension of our overall holiday strategy and there were consistent elements across.”

In Part II of this series, we will discuss a variety of Mobile Marketing methods a small business can use at low-cost or no-cost to promote their firm.  Future segments of the series will continue to explore Mobile Marketing, and attempt to answer any questions submitted to us about the medium.  If you would like to have your questions about Mobile Marketing incorporated into our series, please submit them to us directly at info@StrategicGrowthConcepts.com and include “Mobile Marketing Questions” in the subject line of the email or post them as comments on this blog.

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The author, Linda Daichendt, is Founder, CEO and Managing Consultant at Strategic Growth Concepts, a consulting and training firm specializing in start-up, small and mid-sized businesses. She is a recognized small business expert with 20+ years experience in providing Marketing, Operations, HR, and Strategic planning services to start-up, small and mid-sized businesses. Linda can be contacted at linda@strategicgrowthconcepts.com and the company website can be viewed at www.strategicgrowthconcepts.com.

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Comments»

1. Marketing Using Video - May 27, 2011

You have a great site and some very informative information on mobile marketing!

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