Creative Destruction - Mobile Marketing

The mobile phone provides a communication channel for business to business and business to consumer marketing.

There are many different phones available, and so overcoming the different standards provided, so that you can reach any phone often limits the activity to either:

A phone call
A text
A simple wap site
A call to action from a short code

More complex activities such as customer relationship management (CRM), surveys, competitions, authentication of delivery, or payment can be done with Java, but the systems that do this have been “new” or emerging.

We worked with Bluetrail to identify opportunities in the field marketing market for standard mobile phones to undertake surveys and CRM activities a couple of years ago. Results show that using a mobile phone is cheaper than a bespoke solution, and more effective than using paper or IVR solutions. Data is captured easily and accurately and doesn't have to be typed in twice. Error rates are therefore very low. Because the Java application is “on the phone”, only small amounts of data need to be transferred, and therefore the user experience is a good one as they can freely enter in information without worrying about their signal on the move.

CRM solutions are still with your employees, even if many may be temporary. There is therefore the opportunity for training to overcome any difficulties. Solutions for consumers to receive a survey on their phone has been possible, but only recently seen as reliable, and therefore effective.

PRD Partnership is working with Alien Minds to identify groups of people that would most benefit from mobile content, whether it is a survey, competition, or even selecting what you want to purchase.

Most people have a mobile phone, and they very rarely let it get more than a few feet from them. Unlike e-mail, it is a less abused medium at the moment, and therefore a higher response rate is possible if the recipient is given a good experience.

During a recession some companies may be considering cutting their marketing budgets. Others may be considering how to be more targeted, to give a better customer experience, and therefore to be more effective with their budgets. We think that mobile marketing may replace a lot of paper and electronic marketing as it gets right to the customer.

For more information or a demonstration get in touch through the PRD enquiry page, or mail me.