There is no other platform that is as personal – (one or more phones per person, it’s a personal device); pervasive – (it’s with you all day, from first thing in the AM till last thing at night and at every opportunity for content, information, utility and transaction all day); and proximity (it’s always with you and marketers can use location as a predictor of human behavior).
Never before have marketers had a tool as powerful as mobile to ascertain their customers’ behavior. The best we could do was influence consumer behavior to match our needs. But with mobile – with the thousands upon thousands of collected bits that come with every swipe and search – we now can align our needs to match consumer behavior.
This shift is nothing short of transformational.
It’s critical for your brand to understand how mobile works in the everyday lives of consumers, as well as how mobile has created deeper forms of brand loyalty and paths to purchase. It is a direct conduit into the lives and habits of consumers. Consumers need answers, and a properly mobilized brand can immediately provide solutions that react and respond to consumers in real time and eventually predict their needs.
This playbook isn’t about selling you on mobile. If you’re here, you already get it. This resource is meant to explain when, where, and how you can use mobile to spearhead or augment your marketing efforts. It takes marketers through the process of mobile strategy development from start to finish. It provides best practices around mobile executions, ways to leverage the myriad mobile vehicles and how companies can effectively measure and optimize mobile. Aiming to demonstrate to marketers the versatility of mobile as a marketing channel, the document provides a consistent resource to educate marketing organizations locally, nationally and globally.
This document is a living framework that will evolve as consumer behavior shifts, mobile trends are introduced, and your brand goals progress. As we receive your input about the successes and challenges with mobile, we will revise the playbook accordingly.