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INSIDE ACCESS: REPORTER'S NOTEBOOK

Mobile Best Practices
Mobile strategies were a hot topic at last month's Canadian Marketing Association trade show. Many companies don't want to be left out as mobile usage and marketing opportunities grow. Bart Nickerson, vice president of business development for mobile firm MyThum, offered some best practices he and his B2C clients have learned.

Mobile works best to build stronger relationships with existing customers, not as an acquisition play, he said. It's important to focus on strategy over tactics, and keep to business objectives, not just mobile or technical objectives. In addition, mobile is not a standalone channel, he said. It should be integrated as part of a larger marketing strategy. And most important, keep messages simple, but contextually relevant.

He added that while frequency is a concern, undercommunicating can be just as dangerous as sending customers too many messages. "There's a danger in communicating too little," Nickerson said. "You don't want to make people feel forgotten about. You want to make people feel that the relationship is valuable to them.
-- Elizabeth Glagowski

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INSIDE ACCESS: READER FEEDBACK

Re: Still Searching for the Inbox
Issue Date: June 9, 2008

The influx of unwanted messages to the inboxes has changed the game when it comes to email marketing. Relevant to the point subject lines, and maintaining credible reputations as senders are extremely important in terms of email open rates. Regardless of the current challenges, email is still a major communications channel, effective email marketers who value double opt in and are not afraid to embrace radical new approaches, will enjoy the benefits that come from realizing email for the powerful targeted marketing tool it is.

Shaneli Ramratan
Marketing Manager
mobileStorm
San Francisco, CA

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Quite honestly, I have not found email to be particularly effective from anyone I buy from. I have purchased cameras, baseball equipment, airline tickets, music and I can't recall any of those companies being more targeted with their follow-up emails than before my purchases. Whatever communication I get is usually a broadcast type and doesn't appeal to my buying habits.

Michael Wehner
Lynnwood, WA

*Letters may be edited for clarity or length.

EXPERT OPINION
EXPERT OPINION