Mobile #101 – Essential Guide to Using Mobile Marketing (Series Post)

(Post 9 of 12)

Ask yourself this question – Do my customers want me to engage with them via their mobiles?

Now ask your proposed mobile partner the same question…

A professional mobile marketing solutions business will be able to evidence a clearly defined consultancy process. This will be scalable in its own right, offering workshops through to mobile strategy creation and commercial modelling.

Mobile Marketing is a very visual and engaging channel and as such requires many aspects of service from technical to creative design, campaign and multi-channel management, regulatory and consumer behaviour insights.

A mobile marketing partner will offer a suite of professional services. For example, many retailers don’t have in-house mobile campaign management and regulatory expertise, so will look to partners to manage on their behalf with strong marketing and CRM team collaboration.

Look to work with suppliers with experience and strong track records of effective professional service delivery.

If you run a retail business then your customers will almost certainly want to you to engage them via mobile. There is a lot of evidence in analyst reports, surveys and retail success stories to show you why. For example a recent survey, found 75% of UK consumers want to interact with brands via the mobiles and 81% wanted offers or vouchers sent to their mobile.

Source Gartner

With Smartphone penetration at an all time high, consumers have easy on the move access to the mobile internet and digital content. Some 80% of mobile internet traffic is generated by smartphone handset users with an average weekly browsing time of over 7 hrs – more than reading newspapers and magazines which both average less than 5hrs.

Mobile traffic has grown by over 500% in the last two years and the number of smartphone customers in the UK is now over 75% of the population.

Source Deloitte

Consumers browse the internet from a fixed network access point less and less. They browse the mobile web on the move and are influenced by the content they access by advertising, location, mood, time and day of the week and especially what they’re doing at the time – because that’s what mobile now enables them to do. Content and context is now relevant to the consumer – so imagine how powerful your consumer marketing can be if you understand your client’s behaviours and are able to engage with them at the most opportune time. Surely that provides great value to your customer and if managed well to you!

Good Luck


Mobile #101 – Essential Guide to Using Mobile Marketing (series post)

Post 8 of 12 – Choosing a Mobile Partner

So far in this series we have talked about the things you need to consider when looking to establish your mobile strategy. We have read about the types of things you can do to link your mobile strategy into your existing business goals. I have spoken about how to use the mobile channel to enhance your existing communications and sales channels and we have read how to test our organisation’s understanding of what mobile can do for our business.

We know our mobile strategy can be scalable and should fit into our over arching marketing plan and we are ready to move onto choosing a mobile partner.

Start by doing your research and shortlisting mobile partners based on their capabalities and sector expertise. Consider if they provide a holistic approach or specialise in specific types of technologies or solutions. Your chosen partner should work with you and your business to understand the companies objectives and advise appropriate solutions.

The next question to ask is how will they do this beyond the initial sales staff? Are they really consultative with well defined processes to engage and understand?

Do these processes actually engage the right part of your business ensuring a well balanced understanding?

Next you need to know what they offer in both knowledge and product functionality across the key elements of the customer lifecycle.  How can they help you at each stage from targeting and acquiring new customers through to growth and retention strategies.

Customer Lifecycle Generic

Next you need to know that they offer a full suite of mobile marketing solutions, these may be sector specific solutions or in some cases the partner in question may just offer technology and expect you to have a certain amount of infrastructure to go around it.

An effective end to end solution provider will cover all aspects of mobile marketing including database management, customer acquisition, loyalty and mobile commerce. They will have a deep understanding on how to apply this thinking to individual business sectors and will be able to illustrate their recommendations using previous examples which they have implemented.

If a specific type of technology is employed to create, for example, a retail voucher redemption solution, then how does this integrate with your EPOS, database and possibly loyalty card vendors, can is support high volume redemption and customer interaction, will it offer service availability levels conducive to my business demands?

A professional mobile marketing solutions business will be able to evidence a clearly defined consultancy process. A good mobile partner will have a suite of professional mobile marketing solutions and services and I will talk through this in more detail in the next post in this series.






Mobile #101 – Essential Guide to Using Mobile Marketing (Series Post)

Post 7 of 12

Questions to ask your Mobile Strategy provider…

Just as you challenge your internal functions, it is essential that your mobile provider understands your business objectives too.

Challenge them to see what they understand and what they dont, while assessing their ability to pick up and translate the information that you give them.

A good partner will challenge you, pose searching questions or even prompt you to reconsider your aims and objectives.

A supplier must offer genuine channel agnostic consultancy because more often than not, the solution offered by most suppliers is derived from their technical capabilities and dressed to meet your business needs.

How can you ensure that my mobile strategy is scalable?

Scalability is important because mobile strategies can cross international boundaries and investment can be flexed around the results achieved.

The starting point is to look at mobile marketing not just as a single product. Its a way of interacting with customers and can involve many different types of solution – acquisition, loyalty, transactional, content, behavioural, events driven and social.

Other questions you need to ask are based around the types of solutions your potential mobile partner can deliver.

Do they offer a full suite of mobile solutions? Do they offer sector specific mobile solutions? Do they have a self service platform or a managed service? Is their technology their own? Is their mobile platform scalable for increases in volume?

These types of questions will lead you to understand exactly what a vendor can and can’t do for you. Once you have discussed the operational and technical side of a vendor, you can begin to discuss the key aspect of any mobile partner which is how much knowledge do they have?

In my next post I will talk about the level of knowledge and consultancy service you should expect from your mobile partner.



Mobile #101 – Essential Guide to Using Mobile Marketing (Series Post)

Post 6 of 12

Can our mobile marketing strategy be scalable? Can we have complete control of the ROI? Are we addressing our whole target market or just a small segment?

Mobile Marketing doesn’t come in a box; its an enabler that comes in many shapes and sizes. Presence based solutions, such as an app or mobile website, may attract a one off investment, however without customer awareness presence will go largely unnoticed without advertisement or a strategy to drive traffic.

Presence solutions will provide your brand with a more accessible route with which to engage your market. But they don’t necessarily acquire new customers, because they rely on people finding and accessing your content. You should also give consideration to the potential cannibalization of other channels, such as the website, when marketing another channel to the same typical set of customers.

nov 2015 003Messaging channels such as SMS for example lacks that content rich material but done well it can drive significant footfall into your brick and mortar store or your virtual one equally. It can also drive consumer behaviours and awareness of your content.

Messaging works best on a pay as you go commercial model and will generally deliver a good return on investment. You have to be prepared for a large take up of an offer via the mobile channel though… do you have enough call centre staff on to manage a high volume of calls? Do you have enough vans for delivering a lot of stock on time? etc..etc… 077

Have you considered the regulatory implications, mCRM management, best practice campaign execution and how to knit together with social media and email to enhance response levels?

The last 5 years have seen a dramatic shift in terms of how mobile and retail go hand in hand.. in the past companies where quick to add an app to their marketing channels as they wanted to compete with their competitors but they werent actually sure what to do with it once they had it… it was more like “well they have one so we should – tick that box”.

The problem was that everyone had an app, mobile as a channel was diluted by the sheer amount of apps a consumer could download so quite quickly consumers started to delete or simply not use an app after the first week or so, as new ones were available everywhere.

For the price savvy consumer, they would sign up to an app to get a discount and then never use it again, deleting it after 4 weeks for another sign up offer instead. Brand loyalty didn’t seem to penetrate the app market either and a big part of this was the consumer attitude to mobile as a channel.

As mobile has evolved and matured, we have seen the app craze slow down and loyalty and retention become the by words for a succesful business and more importantly a successful mobile strategy.

5 years ago 40% of smartphone users would use their phone to research a product in store and gain competitive pricing info etc.. thats now over 70%

5 years ago 1% of smartphone users had bought something using their mobile phone in store, this is now over 13% as retailers buy into making it easier for consumers to engage with the one device they always have with them.

Useful stats;

  • 53% of smartphone users check their phones within 5 minutes of waking
  • Over 32 million phones are purchased yearly in the UK, and 6 million are handed down
  • The proportion of 4G users jumped from 8% to 25% in the last year
  • 25% of smartphone users make no traditional voice calls in a given week
  • 13% of UK adults have now made a mobile payment in-store, up from 3% last year
Statistics – Deloitte 2015

When deciding on what your strategy is you must keep in mind that you have a wide and varied audience, who are for the majority at least, very mobile savvy. They expect to be engaged and involved via the mobile channel. When it comes to defining the ROI of a mobile strategy, decide what your objectives are before you decide what your return will be. Is it to acquire more customers? Retain existing ones? etc..

If you need help with any of the things we discuss here then please give me a call or email me at




Mobile #101 – Essential Guide to Mobile Marketing (Series Post)

Post 5 of 12

Does my organisation fully understand mobile marketing and what it can do for my business?  Have we tested our understanding?

There is a vast majority of organisations that don’t fully understand mobile so you’re not alone if you’re unsure about the level of knowledge in your business.  Mobile Marketing is still relatively new and even the organisations that are delivering great returns from adopting mobile will admit its merely the start of a journey.

Mobile Marketing uses a wide range of technologies, from mobilising your web-site and smartphone apps to multi-channel messaging and voucher redemption – all with many different technology permutations.

Some vendors specialise in single channels whereas others offer a more holistic approach and can provide advice on all aspects of mobile technology. And again, don’t just consider the technology, you need to look at the personal nature of your customer interaction; the consumer experience, feel and journey. Understanding consumer insight behaviours, expectations, dislikes and preferences, is important and unlike on-line, telephone or catalogue, the mobile channel offers you a much more personal connection with your customer.

You should also avoid simply replications what a competitor has done or assume that expertise exists internally – the likelihood is it may not.

If you have a very basic understanding of what mobile can do for your business, it always pays to speak to a provider that can offer the widest possible advice.

Your provider should have a strong client base, be a mobile technology provider with its own technology and have a strong knowledge base to be able to work with you to create a multi – channel mobile strategy.

Any questions you may have feel free to email me at



Mobile #101 – Essential Guide to Mobile Marketing (Series Post)

Post 4 of 12

What’s the best way to measure the success of a mobile marketing strategy?

This depends largely on your objectives.

Understanding the cost of customer acquisition for each of your existing marketing channels is a good starting point.

If you have the data, it will enable you to assess the relative value and return on investment from mobile marketing.

Traditional channels typically offer cost per lead from £6.49 for direct mail, £1.29 for website banners and as low as £0.29p per mobile lead. You can see how cost effective mobile is at generating new business if you get your value proposition correct.

Traditional channels offer 1% to 5% returns at best so you should consider how your customer acquisition model changes if that 1% becomes 25% and 5% becomes 55%. Does that allow you to scale your marketing investment or reduce cost? Either way, its highly attractive commercially and financially.

Businesses that have created effective mobile strategies have enjoyed response rates for major campaigns that are well in excess of 50%, voucher redemption rates of 65% AND have significantly reduced customer churn levels higher than 10% through the effective adoption of a mobile strategy.

Source: Juniper

The first step to creating your mobile strategy is to truly understand what mobile marketing is and what it can do for your business. I will talk about that in the next post.



Mobile #101 – Essential Guide to Mobile Marketing ( Series Post)

Post 3 of 12

How can mobile marketing compliment and enhance my existing communication and sales channels?

No channel operates in isolation and a good mobile strategy is no different. Your customers want to engage with you seamlessly whether they order online, buy in store or simply want to browse your product range.

They will generally want to engage with you on their terms at times to suit them, regardless of the channel of choice.  Of course all of these channels can be effective in isolation but, when combined and used in a single campaign, offer incredibly powerful opportunities to interact with your customers.

They can drive buying behaviours, increase brand value, help you sell more, churn less and offer an “always available” customer journey.

An integrated mobile strategy will work hard for a brand or organisation. Understanding the dynamics of a multi channel customer model with the unique advantages of mobile, such as Location Based Services (LBS), to compliment effective below – the – line CRM driven marketing can drive remarkable results.

The 5 elements of a good mobile strategy are critical in a) developing the channel b) increasing revenues across that channel, c.) integrating the channel into your regular marketing communications.

  • Customer Knowledge
  • Appealing Value Proposition
  • Development of Creative/Assets
  • Promotion Strategy
  • Reporting and Evaluations

As we go through the above list and begin to plan our strategy around the mobile channel, we also need to remember the 5 reasons why mobile is the best channel on the planet for gaining attention, delivering instant results, adding value and real time reports.

These are;

  • Personalised – Mobile is a highly personal channel due to the nature of the device,   when I get a text with my name on it, it becomes even more personal to me.
  • Portable – Carry it anywhere.
  • Immediate – Send and receive instant messages and responses
  • Ubiquitous – There are over 6 billion mobile device users in the world
  • Trackable – Everything about the channel is trackable from who the device belongs to, what messages they received / sent / replied to etc..

By understanding the elements that make the mobile channel tick, you can begin to put together a mobile strategy and work towards convergence with your existing channels over time.








Mobile #101 – Essential Guide to Mobile Marketing (Series Post)

Part 2 of 12 

How can I take advantage of mobile marketing and link it to my strategic business goals?

The starting point is understanding your customers and their behaviours. Until you know how your customers will react with your company or brand via mobile devices, you wont be in a position to develop a strategy that meets your business objectives.

A common mistake made by businesses is to start with the technology first and then wrestle it into something that resembles a solution to a business problem. A new Mobile App might sound like a good idea for your business but you need to look beyond the technology. By understanding your customers behaviour on their mobile device you will generally find that you can only really engage with them if you have a mixed proposition across several different channels.

Think about the key attributes that the mobile channel gives you… its personalised, portable, immediate, ubiquitous and trackable.



of consumers feel a coupon is the most valuable form of mobile marketing



of consumers would consider ending their relationship with a retailer/brand if they are not given tailor-made, relevant content and offers


Look at the latest industry statistics and do some research into your database to begin to understand your customers and where they fit into your mobile strategy.

For more specifics on this particular topic see some of my other posts on this site or give me a call or email me at



Mobile #101 – Essential Guide to Mobile Marketing (Series post)

Post 1 of a series of 12 – Introduction to Mobile Marketing

This blog and everything I talk about here should provide company owners and senior managers with simple steps that they can take before investing in a mobile channel strategy, either independent or as part of a multi channel plan.

Consumers are now truly mobile in their browsing and shopping habits. They increasingly expect companies and brands to deliver mobile – enabled services that meet their needs regardless of what device they are connecting on.

All customer focused businesses need to be aware of the many challenges that come with the development of mobile strategies. These can include mixed and confusing messages, claims of astonishing achievements, a lack of technological understanding and the added complication of where to turn for expert guidance.

The starting point for all businesses is to understand that the rush to engage with consumers using mobile technology involves more than the development of an App or loyalty program. As I will explain throughout this post series, its important to develop a fully considered mobile strategy before starting any technical development and companies that take a considered long term approach tend to out perform in the increasingly important mobile space.

Mobile is ubiquitous, it has taken less than 20 years to revolutionise the way we communicate with each other. It offers instant gratification, constant contact and an immediate payment system.

However utilising its fantastic power to gain brand loyalty from your new and old customers alike is a tricky business. Get it wrong and you will struggle to ever get it right again. Get it right and you will grow revenues, gain brand loyalty and acquire new customers.

Over this series you will learn the types of questions to ask prospective mobile partners, questions a senior manager should ask their sales and marketing or commercial teams and questions that senior management should ask before adopting a new mobile channel strategy.


I hope you enjoy and learn from this series




The holidays are fast approaching, so it’s more important than ever to keep your digital marketing program running as smoothly as Santa’s sleigh on Christmas Eve. Over the course of nearly two decades in marketing, 10 of these in Mobile technology businesses I have been witness to the rise of mobile as a major force in the digital communications landscape.

Yet less than 50% of British businesses give more than 5% of their marketing budget to mobile communications. (Source: Forbes)

There are a number of factors in a business not taking full advantage of the mobile channel, from reluctance of senior management to take the leap through to internal infrastructure issues that ultimately need fixing before a mobile strategy can be fully realised.

However, it’s easier than you think to judge the success rates of mobile over other more traditional channels, it’s even easier to track the effectiveness of SMS in increasing open rates of an email for instance.

Mobile Messaging via SMS is proven to increase interaction, engagement and promote faster buying decisions from your customers.xmas sms


So… Its Christmas… and if you’re not using Mobile as part of your strategy already, then your behind your competition… the question is… what are you going to do about it…

Want some ideas to get you started?

Take a look at my six benefits to SMS Marketing this holiday season….              

Source: IPSOS Survey


6 Ways to gain more revenue this Holiday season through SMS marketing…

  1. Notify your customers of special offers, low prices, instore sales etc..

People respond to mobile, the average text message is read within 90 seconds of hitting a handset and is the number one channel for making purchasing decisions whilst on the move.

  1. Reminders for appointments

Run a leisure business, restaurant or salon? Use SMS as an appointment booking service and remind your customers when an appointment is due. Get the customer to respond to your reminder or booking SMS and opt them in to receiving marketing texts going forward.

  1. NEWS FLASH! Let your customers in on your secret… notify them early of pre-sales activity.

Send your customers an SMS giving them vital information on a pre-sales event in your store or online business. Make them feel special and offer some good deals or offers and you will gain not only price based loyalty but customer brand loyalty too.

  1. Competitions

SMS is a great way to gain instant buy in for a competition or an offer linked to a competition entry. Collect data by adding in a mobile web page as part of the sign up process. Make it a Christmas themed competition for extra interest from your customer base at this time of year.

  1. Gift Card Sales

Not sure you’re going to sell enough gift cards this year? Mobilise them by offering gift cards via text messaging…send your customers a message to get them to visit the website or go in store to purchase a gift card for a loved one this xmas. Give them a small discount code in the message that they can use at the till point to get some money off their gift card purchase.

  1. Footfall Driver Offers

SMS marketing is fantastic for driving footfall into bricks and mortar stores especially in the holiday season. Offer customers a free glass of Mulled wine with a purchase over £5 for instance or a free mince pie when they order a coffee etc..

The holidays are just around the corner and consumers are starting their quest for the perfect gifts and bargains. A well worded and timely text message to a consumer giving value can entice shoppers to buy your products or services.

“85% of shoppers are highly likely to buy from brands that offer highly personalised discounts.”


Good Luck