Emerging Platforms Wireless

Lessons From One Who Has Waded Into the Mobile Waters

Posted by Jeff Hasen on October 24th, 2012 at 6:30 am

By now, you likely have seen the statistic from the Chief Marketing Officer Council

http://mrmstrategies.org/about/press-releases/3 that only 16 percent of companies have a strategy for using mobile as a meaningful means of customer engagement.

This post could be about the slow-to-adapt, but that wouldn’t provide much learning.

Instead, let me point to one in the 16 percent, namely Sarah Ortman, Senior Group Manager, Consumer & Shopper Promotions, The Clorox Co. In a recent stunningly smart presentation at the Shopper Marketing Expo, Sarah articulated the case for mobile, first defining mobile shopping as activities that a consumer does on a mobile device to enhance or facilitate their shopping experience all along the path to purchase.

She says that users perform eight main tasks that comprise mobile shopping – search, list making, store locating, rating and review, coupons and incentives, buying and m-commerce, social shopping/sharing, as well as product and price comparison.

As with every marketing initiative, Sarah starts with objectives that will lead to sales and brand loyalty.

As objectives, she pointed to:

-       audience insights, asking, What is your target audience’s mobile usage/aperture insights? To get that information, Sarah suggested agency audience profiles, internal research, Web and/or mobile site data, and third party research and trending.

-       Infrastructure, asking, What level of digital infrastructure or assets do you have OR are you willing to invest? For that, Sarah points to CRM, Web and/or mobile site, mobile app, shortcode, and video assets

Further, she asks whether the exclusivity of mobile brings what she calls unique value.

Sarah points to immediacy, utility, relevance, location, and convenience as the value only mobile can bring. Concentrating on these four benefits will optimize the shopper experience, she said.

When it comes to immediacy, mobile provides the opportunity for consumers to act now.

Utility enable an audience to be a “hunter”, not a “surfer”. An example is a shopper using an app to map out the weekly grocery list according to deals and coupons.

Relevance needs to be highly contextual, personal, and reflect lifestyle. Examples here are grocery apps leveraging loyalty card data to provide customized deals and recommendations.

Precise location data allows for highly effective targeting and the ability to receive specialized promotions and product education while in-store.

As far as convenience, she views mobile as an “always accessible channel” that enables shoppers to access information “from anywhere at anytime throughout the purchase journey”.

Clorox employs this thinking on behalf of many of its brands, including Burt's Bees, Pine-Sol and Glad, among others.

Speaking of glad, many who heard Sarah uttered that word in describing some solid thinking that shed light on mobile’s role and promise.

2 Responses to “Lessons From One Who Has Waded Into the Mobile Waters”

  1. KC Dochtermann says:

    Thanks for sharing these valuable insight from Sarah. I think that her observations hit on something very important for effective mobile marketing: Building programs and processes that are based on fulfilling consumers behaviors and needs, instead of just 'features'.

    Crafting programs and promotions that can take advantage of hyper-local experiences throughout the entire decision making process should prove to be highly successful.

  2. Jane Pratt says:

    I have to agree with Sarah that mobile brings immediacy to consumers that many other companies need to take initituive to follow this strategy. If other companies do not make it convenient they will loose share and will not matter about the placement of thier products on shelving or other marketing strategies.

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