Beyond HumanBig PictureCatalystsConnected WorldExchangeMarketing MixNew MoneyNew SchoolPeople SciencePulse
Company Name
Job Title

The 6th and final part of Syniverse CMO, Mary Clark's series focused on optimizing your brand's mobile strategy.

This is the last installment in a six-part series designed to help you to optimize your brand’s mobile strategy, and by this stage, I hope you’re beginning to see some measure of success with your campaign.

To recap where we’ve come to now, our last post detailed how your brand shouldn’t view this strategy as a linear function. It’s a spiral, where each revolution of the campaign – from marketing incentives, to data analysis, to customer profiling – is measured to spot for adaptations, and improved upon where possible, getting better and better at connecting you with your customers each time.

Although we’ve covered a lot in this series, in this last post I would like to leave you with some final elements to consider that can always be found in the best mobile marketing campaigns. To set your brand off on the best footing as you prepare to move forward, it’s important to think about your current mobile marketing campaign and whether it would benefit from any or all of the four suggestions below, which experience has taught us are essential.

Let’s take a look at each of the four elements of a mobile marketing campaign:

  1. SMS/MMS Text Subscriptions

Any mobile marketing campaign still relies heavily on SMS texts to share content and offers this key benefit: 95% of your customers who have opted in to your campaign will read your text within three minutes of receiving it.

Mobile marketing lands a message directly into the user’s hands, and it’s faster and much more user-friendly to use a mobile marketing campaign to reach customers who are on the go if you want them to react to offers in real time.

In particular, content that performs well includes sales offers or special promotions that encourage customers to react with a purchase.

  1. Incentives

Incentives also offer a brilliant way of keeping customers engaged with your brand’s mobile presence.

Saving money is equally as important as seeking advice for many customers, and much of your user base will be seeking coupons and discounts on your mobile device to use in-store and online – even if some of your promotions may not be usable on the device.

To be seen as a brand for convenience, however, it’s a good idea to include mobile discounts and codes that provide your customers with a seamless mobile experience. Location-based shopping coupons also are gaining in popularity and are a strategy upgrade to consider.

  1. Mobile Landing Pages

It’s often the case that the most important aspects of a campaign are the most easily overlooked. Your brand’s reputation and entire mobile strategy can be affected by a poor-looking, or hard-to-use, landing page.

While these elements don’t necessarily need to stay consistent over the duration of a marketing campaign – it’s normal practice to change a landing page to reflect a new product or service launch but they do need to be appealing, and designed with your customer profile and needs in mind.

This includes thought about what messaging you want to focus on, and how easy it is to navigate across the page. Have fun and experiment, but make sure you use the same design for both mobile and traditional web users.

  1. Interactivity

Finally, consider that the mobile device holds an advantage over desktop and many laptop usability methods by having a clickable screen.

This makes any interactive calls to action, for example, much more appealing in a mobile marketing campaign, since the call to action allows for immediate engagement with customers.

The immediacy and convenience that this can attach to your brand can be an effective way of informing customers of your discounts, offers, or content, as well as showing your customers that your brand has the ability to evolve with technology and society.

Looking Ahead

In summary, mobile can now be considered an intrinsic part of your customer relationship.

It’s the staple form of communication for the customer, but there are many lessons to be learned when thinking about trying to use this medium to connect with them.

When people – brands, journalists, commentators, entrepreneurs – talk about this relationship between customers and their phones, it’s easy to see them as one entity that thinks and acts the same, but that notion can be a mistake.

Never before have people had such intimate relationships with technology, and each of these relationships is unique. I’ll use my phone differently from how another person will use theirs, and so on.

Your mobile marketing campaign’s overarching task is to crack the individuality code and be able to talk to each person and make it feel like each text, mobile-friendly email, or offer has been selected with them alone in mind.

Over time, as more and more of our devices become connected, the term ‘mobile marketing strategy’ will become outdated: it will simply be seen as a key member of your brand’s digital strategy.

Until then, however, the mobile device is a key influencer within your customer’s life, and the potential it carries for any brand is critical to keep in focus.


The author of this article is Mary Clark, the CMO of Syniverse.