Does mobile marketing fall into the art or science category?
There are a lot of things that are considered art, and an equal number of plans that are considered science. It’s often hard to distinguish between the two, and even more likely that we’ll find there is a mix of both involved in being successful.
We’ve spent a lot of time talking about mobile marketing and mobile advertising, and the various ways that the two are alike, as well as how they are different. We’ve discussed the many opportunities that SMBs have for using mobile to get the jump on the competition, to eke out a better ROI, and to return much better engagement and conversions than would happen without the addition of a mobile component in the overall advertising or marketing plan.
But we thought we would take a few minutes and do some (non-scientific) analysis of mobile marketing and try to shed some light on whether or not strictly working from the numbers was the best way to design campaigns, or if it’s possible that taking a more art-oriented approach to creating stories that do the selling might be a better approach.
What are the key tenets of creating a mobile marketing campaign?
Engagement – no matter which approach you take to crafting your collateral, you should definitely lead from a point of gaining more engagement.
Conversions – again, no matter the approach, your campaigns must have clear Calls To Action (CTAs) or prospective customers won’t bother finishing the sales process and actually purchasing anything. If you aren’t certain of your best price points for your products, now is the time to implement some A/B testing to get a better gauge of your audience.
Retention – another one of the most positive aspects of using mobile marketing to engage and communicate with customers, prospects and referrals is the ability to retain the user in your database and to be able to make contact with those customers at will and as often as you want and they will tolerate.
Designing mobile marketing campaigns with a science based approach –
When we talk about a science based approach, we literally mean that customers take their conversion reports from other media and campaigns – mailers, web advertising, click thru ratios, etc – and they apply those to the media, phrasing and links they include on their mobile marketing campaigns or mobile ads.
It stands to reason that if you have a successful campaign – let’s say it’s an email campaign – then replicating it, at least in part, on mobile, should translate into a successful campaign with decent click thru’s and conversions in a mobile ad campaign.
However, and it’s a big however, the points and CTAs that are being replicated in abbreviated form for mobile must actually correspond to the ones in the mailer campaign that are driving the successful engagement with consumers and potential clients. Using incorrect motivators will obviously lead to poor results in the mobile campaign.
Artfully executed mobile campaigns will drive engagement but will they create sales opportunities and conversions?
We like to call this the Instagram effect… or the Pinterest effect… if you don’t know quite what we are talking about, thumb through either of the social media platforms – you will see beautifully crafted photography, lush settings, and a very artful air about all of the imagery and video that skews successful on the platforms.
Which brings us to the question of whether or not those beautiful images, artfully chosen handwritten script font faces, and delightfully hand drawn accent elements are able to drive customers to purchase, especially for those who aren’t selling shoes, occasional chairs or hair extensions.
The real takeaway here –
At the end of the day, it doesn’t really matter whether it’s science or art that draws your demographic into your story, keeps them engaged with you and your product, or what the trigger is that finally makes them buy.
The most important part of the story is your ability to constantly adjust, change, remake and test out what triggers create that excitement, and the fact that you can use mobile to do this on demand – with instant results – is also mission critical to your success.
So whether you decide to craft your campaigns with an artistic bent, or you want to create them using the scientific method, you are always able to deliver your message immediately to your customers and prospects, and get immediate feedback on your attempts.
Since the back of the mobile wallet card can contain almost any link type out there, you also have the opportunity to funnel your prospects and customers into nearly any sales or marketing plan that you currently work from in your efforts to increase engagement, better your conversion rates and increase your overall business.