Brands, mobilize! Central ideas in the mobile marketing strategy discussion

Posted by on February 1, 2012

If you haven’t had a chance to read Bana Varnon’s blog last week, there are some interesting statistics about the prominence of mobile marketing in 2012. There is no doubt that mobile is a key topic in marketing today. As you develop your brand’s mobile strategy, here are a few ideas I believe are central to the mobile discussion.

The User 

Unlike most touch points for your brand, mobile technologies are extremely personal. It gives you the opportunity to literally be in the palm of your customers. There is no doubt that the core of the mobile experience is the user, but many brands miss this simple mark.

The mobile experience should always be developed to be user-centric, but the average smartphone user is busy and sometimes fickle. Defining target audiences, studying the user’s behavior and developing user personas will best drive insight into how to develop a meaningful digital experience.

Nielson reports that the average iPhone user has 40 apps downloaded. Most of these users are constantly downloading new apps and deleting the ones they don’t use anymore. What separates the “keep” apps from the “delete” apps? For brands, the apps that are created with a user-first approach are much more likely to be downloaded and actually stay in the consumers hand.


In keeping with the idea of a user-centric approach to developing the mobile experience, a central question in your brand strategy should be “what value does it offer the user?”

Whether you’re asking the user to download your app, subscribe to emails or opt-in to SMS, you must provide these tech-savvy users a high-value proposition for their continued interest.

Here are a few key questions you should ask of any of your mobile endeavors:

  • Does it provide something useful to the user?
  • Does it make the user’s life easier?
  • Will it entertain the user?
  • Does it reward the user?


The most unique thing about the mobile experience is the technology involved. Devices today are location-aware, touch-aware, physically-aware, socially-aware and on the go. The most engaging mobile experiences take these technologies and put them to the user’s advantage.

The Instagram iPhone app, for example, has experienced blazing success because it’s much more than just an app to take cool pictures. Using location-based services and social sharing capabilities, this app has become a community to share and express oneself through artistic photography.

The best mobile strategies not only keep in mind the technology available, but also look forward to the technology of tomorrow. What are some key drivers for your mobile marketing strategy?


Leave a Reply

Your email address will not be published. Required fields are marked *