How to plan the user journey for mobile marketing
Mobile marketing is all about understanding the user journey, according to Daniel Rowles in his book Mobile Marketing: How Mobile Technology is Revolutionising Marketing, Communications and Advertising. It is not about focusing on the device itself; it is about understanding what individuals want to achieve, and we need to understand how the technologies that make up mobile marketing can be used to help achieve the goals of an individual.
Users of mobile devices tend to want more specific information in a shorter amount of time, so broadcast generic messages are unlikely to work. Instead, the marketer needs to go back to the basics and select appropriate tools, channels and content to reach a clearly defined and well-understood target audience. It is very easy to be seduced by the creative possibilities of new technologies, but marketing success requires a well-defined strategy and clear measurement framework.
Part One of the book describes the mobile consumer, technology change, devices and platforms, mobile usage statistics, and the future of mobile marketing. Part Two provides a tactical toolkit which includes discussion of:
- Mobile sites and responsive design
- Ways of building, marketing and maintaining apps
- The uses of social media in a mobile context
- Mobile search and search engine optimisation
- Mobile advertising
- Augmented reality
- QR codes
- Near field communication
- Short messaging services; and
- Mobile analytics
For most businesses, mobile marketing will be only a part of an Internet marketing strategy. This book clarifies why mobile marketing needs to be considered separately, and why mobile marketing is becoming increasingly important. I personally found this one of the most helpful books I have read this year, and I highly recommend it.