As is often the case, his advice pertains more to B2C than B2B, as I point out in a comment:
“Utility” is a clear, succinct way of putting it. I am concerned about the B2B side of things, though, for complex technology solutions in particular. For customers in this realm, I think utility has long meant access to their peers and to expert advice during the purchasing and post-sales processes. The utility would be in making that easier to do than it is now (going to vendors for customer references, calling up their networks of peers for recommendations and advice, sifting through analyst reports and trade magazines, going to trade association events). Social media hasn’t taken off for B2B because it doesn’t provide any more utility for making those things happen (except perhaps for finding old colleagues on LinkedIn). Online communities try to offer it all in a box, but I don’t see much utility there except for technical people looking for solutions to specific software and hardware problems. For the real customers of complex technology solutions, it doesn’t seen like utility will ever come through an app, unless that app links to a much deeper, rich experience that combines all of the things mentioned above. Perhaps we need to wait for the second coming of Second Life for that.
Awhile back, I tried to get at this concept, though much less elegantly than Joel, in terms of how B2B could make use of mobile apps. I wonder if anything has changed since I wrote it. I’m not seeing the killer app for B2B utility emerging yet.
About the Author: I'm a B2B marketer, researcher, writer, editor, and former technology journalist. Currently an editorial director at SAP (opinions are my own, not SAP's).
Reproduced with permission from his blog
Festive season in India is big and not to be missed from a consumer targeting perspective. Brands will ramp up their spends with multichannel marketing strategy during this period. There’s simply lot of consumer spending going on during festivals/holiays and mobile is a key touch point to reach and activate consumers at almost every level of behavioral cycle from aiding awareness, engaging them to purchase/fulfillment journey as its with them at every single moment
Call to action elements on mobile featuring an SMS keyword and short code where they can receive information or get instant call back making them listen to a voice portal providing information or engaging them can make festive themed traditional media actionable and savvy. Brands can get the word out about promotions, sales via SMS, voice, the mobile web and branded mobile apps, which can get integrated into all forms of advertising
Break the clutter
During festive period consumers are bombarded with lot of advertisements. So how can a brand secure the top of the mind real estate ahead of its competitors or alternatives?
The answer will range across consumer behaviours to trigger- from SMS alerts, giving a mCoupon on phone, gratifying them with packaged content (ringtones, songs, wall papers, tips etc.), sharing links with friends (creating a mobile viral), opening a Bluetooth etc.-incorporating mobile, local and targeted approach is what is necessary
Mobile is unique and hence you can target your audience by demographic, contextual, behavioral, and even location based targeting. Location based targeting in unique and can be powerful link to point of sale purchase or gratification making a strong connect with consumers with the right offer at the right place
Store or product locators, discounts, shopping/wish lists, gift suggestions, product information or tips can be great mobile tactics to leverage or even simply adding a mobile call to action makes radio, print, outdoor and in-store media work harder and makes it more trackable. Mobile pay-per-click and pay-per-call advertising can be efficient ways to convert.
Walk that extra mile
The main reason that marketers need to include mobile media at festive time is because that’s where the consumers are, on their phone checking prices on sites, Google, sending photos of a gift idea to their spouse or friends, talking about suggestions/recommendations on Twitter and Facebook, and checking in from stores on mobile social networks like Foursquare
“In many cases the consumers that spend the most time doing those activities are also the ones most likely to have more disposable income,” Also, consumers that engage with your brand on their mobile devices are more likely to have a favorable brand impression, and purchase intent
All of this combines to make mobile media a must for the holidays. Mobile advertising has proven to be able to drive brand consideration, intent to purchase or other relevant action.
Look cross channel
Like any other marketing medium, cross-promotions and a seamless transition for customers between the different channels is necessary. Site promotion codes should work on all channels, but having special mobile coupons to increase adoption should be encouraged and tried
In fact, many are predicting a noticeable increase in the use of mobile coupons this year. Consumers are starting to get more comfortable with using their mobile phones outside of calls and texting and will be willing to experiment with relevant mobile offers that provide a clear value exchange
“Geotargeted coupons and ads will have a much higher redemption rates than online versions, and can potentially make a non-shopper into a shopper by adding that extra incentive”. One of the leading retail brand used pin code methodology to identify the area and give relevant offers, which had high conversion rates
Also, since social and mobile typically trend close together, having a mobile site with share to social abilities and vice versa is an easy win. Brands can make a splash by thinking creatively about their brand and what the customer would want.
“The possibilities are endless. Lets get talking”
One97 can help you create a strategy for mobile promotion, loyalty or retention on mobile device and manage it for you
About the Author: Srinivas Mothey - With an experience of 10 years in creating successful businesses in the digital media domain, Srini has had front row seats at various Internet media, mobile media and technology companies driving sales and operations. At One97 he spearheads the mobile marketing business providing solutions to brands and advertising agencies for driving marketing and sales programs
Mobile promotions leverage the rapid market penetration of mobile devices. They allow you to reach your target audience on a platform consumers can easily access regardless of their location. The prevalence and increasing popularity of mobile devices make mobile promotions a clear choice for companies reaching out to consumers.
Through mobile talktime/top-up, DTH recharge, mCoupons (for coffee, movies, health clubs, discount coupons), music downloads, instant win games, ringtones, and other forms of digital entertainment incentives, your company can create excitement, among potential users on mobile phones, and generate sales. However, the value of mobile promotions extends much further than simply producing sales. You can use them to build a database of customer information that plays a pivotal role in your ongoing marketing campaigns
Mobile promotions are one of the most cost-effective marketing strategies you can harness. Not only do they allow you to deliver digital incentives quickly and easily to consumers’ mobile devices, but also they allow your company to offer customers instant gratification. Below, we’ll explain how mobile promotions work and how you can use them to drive activations/sales, increase brand awareness, and strengthen customer loyalty within your market.
How Mobile Promotions Work
Mobile promotions come in several forms and each represents a powerful way to reach your target audience. Mobile topup/talktime is currently the most desired and heavily used mobile incentive, followed closely by music, ringtones, mCoupons, mobile games and wallpapers. Mobile topup allows customers to get either talktime, SMS pack or operator based services, which they can use instantly, and is the most desired gratification.
Music download and ringtone promotions can trigger an immediate customer response and be delivered digitally. Instant win games are interactive promotions that are designed to create excitement in your customers while sending them immediate confirmation regarding whether they have won. Large prize giveaways can capture the attention of your market, drawing them in and creating an irresistible urge to participate. Mobile promotions are effective because they allow you to reach an expansive audience and generate an impulsive response.
The process is simple. An on-pack or in-pack promotion delivers an exclusive text code to consumers. They can send that text code to a predefined number in order to participate and win instant prize giveaways, and similar mobile promotions. A confirmation message can then be sent to each customer almost instantaneously to let him or her know if they have won a prize. Even better, the entire campaign can be automated, managed and measured over a mobile phone
Mobile top up Promotions Generate Ongoing Sales
90%+ is prepaid customer base in India and talk time is the most used form of phone usage to talk. Any TG, regardless of age or gender, desires it. Mobile promotions can leverage the power of talk time by offering free top up to pre-paid or post paid consumers (to your target audience). An exclusive promo code is given to consumers and they SMS the same to a number. They are instantly notified that they have got the gratification based on the mobile promotion or campaign in which you have integrated this
Music Download Promotions Generate Ongoing Sales
Music is society’s great equalizer. It can touch any person, evoking emotion and excitement, regardless of age or gender. Mobile promotions can leverage the power of music by offering free song downloads to your target audience. An exclusive promo code and website address is given to consumers and directs them to a customized landing page branded with your company’s marketing message. Once there, a library of songs from which to choose greets them. The selection of songs can be customized to dovetail with a particular theme.
Music downloads not only drive users, but can help attract customer data that is essential for ongoing marketing efforts. Gaining the personal information of target consumers is invaluable for building customer loyalty
Interactive Promotions Create Excitement In Your Audience
One of the reasons mobile promotions have been so effective in triggering a response is because they are highly interactive. Traditional advertising – while powerful in its own way – cannot engage consumers at the same level as mobile promotions. For example, instant mobile top-up allow your company to tap into your market’s desire for instant gratification. A text message can be sent as soon as a person participates to confirm whether they have won a prize. Consumers know they will receive an instant confirmation and are more likely to play.
Mass scalable and Interact With Your Market
Mobile promotions have quickly become a dominant marketing strategy for thousands of companies. By delivering digital entertainment incentives, you can promote your company’s brand to an enormous consumer market. What’s more, you can do so while collecting valuable customer data. That information can be used to communicate with your audience through a series of future mobile promotions.
By delivering an ongoing stream of customized digital incentives that carry a high-perceived value, you’ll encourage deeper customer loyalty while generating repeat sales. Mobile promotions should be an important cog in your overall marketing strategy
Let’s get talking!
One97 can help you create a strategy for mobile promotion, loyalty or retention on mobile device and manage it for you
About the Author:
Srinivas Mothey - With an experience of 10 years in creating successful businesses in the digital media domain, Srini has had front row seats at various Internet media, mobile media and technology companies driving sales and operations. At One97 he spearheads the mobile marketing business providing solutions to brands and advertising agencies for driving marketing and sales programs
Having a mobile marketing strategy in your marketing mix means that you have a powerful platform to reach your customers, engage them, make them revisit for more and reward them for it. All this is targeted and measurable in real time. Your brand would only benefit with a 360 degree integrated marketing approach using mobile marketing and advertising
One97 communications is the most audacious audience cloud platform in India, accessed by more than 400mn mobile users monthly accessing content, commerce and marketing service.