Mobile Integration

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Integrating Your Channels

Mobile integration can be achieved by linking between all of your resources in a mobile context. For instance, if you’re running a campaign from a .mobi site, be sure to include links to your Facebook profile or Twitter account.

Mobile segmentation can be accomplished either through device detection (as discussed in Chapter 7 of the Mobile 101 series), network specificity, geographical location using the physical towers or GPS capabilities and SIM or PUK recognition.

Universal connectivity is also vital. While providing low-resource versions of your content, it may be wise to offer your services across multiple platforms should it suit your market.

As with mobile banking, a dedicated site for WAP users (as opposed to 3G for smartphone users) provides opportunities for those who don’t have top of the line phones or advanced Internet connections.

Looking after those who simply do not have any connectivity can also be beneficial for all concerned. A USSD or SMS banking solution, for instance, can allow even the most basic phone users to use your services without the need for a mobile Internet connection.

Stability

It is imperative to ensure that your platforms, mobile or otherwise, are stable and capable of handling the volume of traffic expected. All exchanges between extensions (e.g. VoIP, SMS, etc) are not ‘leaking’ and dropping communications between source and destination.

SMS APIs allow you to create communication opportunities for users directly from your website, which can be great for customer feedback, ordering processes and so forth.

Even useful for syndicating links, a ‘Text this link to a friend' button can easily spread your content virally to others via Wap Push.

These APIs can also contain processing codes to perform technical functions via the exchange. Great for business to business communication, automated responses, tracking and alerts, SMS APIs can be of great help to your cause when implemented correctly.

Click to Call (CTC)

Used for converting Web based traffic into telephone contact, Click to Call functionality can be added to any website. Ir can also be used in Pay Per Click adverts, in search results or even in Email and MMS messages, making it easy and often inviting for the user to make telephonic contact.

Perfect for the mobile business model, a subtle call to action can have users ‘auto’ dialling from their handsets via established carrier or even VoIP protocols. With the rise of Skype and other VoIP platforms, they can also make the call straight from a desktop system.

Other Tips for Mobile Integration

  • Create a mobile version for your blog, making it accessible to all (and allowing you to post via SMS or email if you so wish). e.g. Blogger Mobile
  • Align yourself at the popular Social Media sites associated with mobile connectivity (Facebook, Twitter etc).
  • Geotag as much content as possible with your location to increase relevance in the mobile sphere.
  • Also adhere to traditional Search Engine Optimisation (SEO) guidelines when creating content for better search engine success.
  • Pay Per Click ads (PPC) are a great way to display your ads on search engines.
  • Join an ad network to have your brand advertised on mobile sites.
  • Alternatively, join an ad network and host adverts on your site to create revenue.
  • Integrating your mobile phones with your business landline network can streamline many operations.
  • Remember to always include Terms and Conditions, even on your mobile website – as well as clear opt-out options for your audience.
  • Multimedia content aside, when creating content for the mobile sphere, remember that not all characters can be displayed on certain mobile devices (e.g. ♥ or ☺).

Case Study

Lane Bryant, an American manufacturer of clothing for 'plus-sized' women, have been in operation for over 100 years. Creators of the first known commercial maternity wear, the company is known for listening to the market and delivering products accordingly, to much success.

Lane Bryant decided to make use of the modern mobile channels already popular with their target market (women between the ages of 25 and 45).

A micro site was created by SmartReply, to promote the new mobile campaign, along with a telephone line (an Interactive Voice Response, or IVR system) and SMS code which the public could use to opt-in to the campaign.

The company decided on a double opt-in requirement to ensure that the database of recipients were genuinely interested and would not be put off when they actually started to receive content.

Integrating these into their direct marketing communications (emails, newsletters etc.), the subscriptions rolled in, and unique promotional coupons were sent every two months. Some were created for in-store use, others purely for the online store or both, depending on the promotion required.

The campaign ran from July to October 2008, but was extended to an ongoing promotion. During this initial period, an incredible 16 000 users subscribed to the Lane Bryant database.

Integrating a mobile channel into the already successful mix of marketing techniques meant that loyal fans of the brand were enthusiastic to subscribe, while new customers were also enticed by the great deals and novelty of the emerging mobile campaign.

References

APS.net [Date Unknown] Mobile Device Simulators
http://www.asp.net/mobile/device-simulators/
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Crook, Jordan [June 4 2009] Segmentation key for mobile marketing success
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brandedcontent.adage.com [Date unknown] Integrated, holistic mobile pioneer lives for creating, executing, analyzing
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Crook, Jordan [June 19 2009] Integrate mobile into multichannel strategy: DM Days speaker
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footpath.com [Date Unknown] About FootPath
http://www.footpath.com/about.aspx
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marketresearch.com [February 9 2009] Mobile Segmentation Strategies: Developments and Strategic Options
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mikeindustries.com [July 19 2009] Make Your Site Mobile-Friendly in Two Minutes
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[Accessed July 28]

mmaglobal.com [Date Unknown] Mobile Marketing Campaign Case Study, SmartReply and Lane Bryant (SmartReply)
http://www.mmaglobal.com/studies/mobile-marketing-campaign-case-study-smartreply-and-lane-bryant-smartreply
[Accessed August 4]

mobileb2b.co.uk [Date Unknown] UK Mobile advertising is booming says new analyst report
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[Accessed July 29]

orangepartner.com [Date Unknown] SMS Internet API
http://www.orangepartner.com/site/enuk/access_orange_apis/advanced_apis/sms_internet_api/p_sms_internet_api.jsp
[Accessed July 29]

Perez, Sarah [March 11 2008] Mobile Web Use Growing Faster than Ever
http://www.readwriteweb.com/archives/mobile_web_use_growing_faster_than_ever.php
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Perez, Sarah [April 30 2009] The Future of Advertising is Shakable and Location-Based
http://www.readwriteweb.com/archives/the_future_of_advertising_is_shakable_and_location_based.php
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Poe, Robert [August 4 2009] Integrating Mobile Phones with Your Business Phone System
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SlideShare.net [Date Unknown] Integrating Mobile In The Marketing Mix
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ZeepMobile.com [Date Unknown] Take your websites mobile with our API
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[Accessed July 30] 

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