Forrester's Julie Ask on using mobile marketing strategically

Forrester's Julie Ask on using mobile marketing strategically
Tags: Marketing, Mobile Payments, Multichannel Retailing
May 9, 2011

Just how important is mobile? According to Julie Ask, a vice president and principal analyst at Forrester Research, mobile will be transformational.

Ask, speaking at the Mobile Marketing Strategies Summit in San Francisco, called mobile "the primary digital connection for both existing and new customers."

As overall consumer spending is increasing in the U.S., Ask said companies are also increasing their ad spend and investment in mobile services. Estimated direct spending on mobile was $5B in 2010, and that number is expected to double by the end of 2012.

The State of Mobile Marketing Today

Mobile marketing is in its infancy, she said, and pointed out that a lot of companies have the intent, but have yet to go forward. Very few have a dedicated budget for it, Ask said, and, because they're not clear about the ROI of mobile, are still testing and learning.

Ask advised attendees "You need to jump in–especially in Asia or with younger consumers" because mobile is the "most important channel to connect directly with consumers."

Five Key Imperatives for Mobile

1. Drive toward convenience: A product or service is convenient if the sum of the benefits exceed the sum of inhibitors. Mobile marketing needs to include these core benefits:

a. Immediacy (daily deals)
b. Simplicity (ease of use)
c. Context (restaurant on restaurant offerings)

2. Focus on consumer needs
Everything from replenishing medicine; depositing checks; filing taxes; security issues. Fulfill customer needs you haven't met online.

3. Mobile is a channel as well as a product
Keep in mind that marketing doesn't end with a sale–it continues through product ownership or service experiences.

4. Divorce the PC
A phone is completely different from a PC. Companies will develop location-ware marketing strategies to help customers with questions such as: What aisle am I in?

Intelligence added to location will dictate a consumer's experiences on mobile

5. Be nimble because mobile is very dynamic
Mobile will replace a raft of existing devices. Car keys are just one example. User context will be multidimensional.

Developing a Successful Mobile Strategy

Ask queried the audience, Will you be leader?A fast follower? A conservative?

Wherever your business falls, she said, mobile will be creating experiences beyond today's average marketer. She laid out a plan, called POST, to help companies go forward.

P.O.S.T.

Begin the process by focusing on People, the target audience.

Decide on Objectives; what goals need to be reached?

Use Strategy to figure out the best approach to reach your goals.

Opt for the Technology that will move the business forward.

Ask concluded by saying to maximize mobile, a company needs collaboration among departments, clarity about its degree of flexibility, an ongoing plan of testing, analyzing, and learning, as well as leadership from product strategy and development professionals.