Mobile Marketing:The Skill You Need for the Mobile Future

  • Matt Gascoigne
  • 25/03/2015
  • Adecco Group

The importance of mobile devices such as smartphones and tablets in consumer life has been apparent for a number of years now, and the widespread use of such devices has enormous implications for how businesses operate.

Badenoch & Clark’s digital marketing recruitment team caught up with Anthony Gamble, Senior Digital Marketing Manager at the Carphone Warehouse to discuss the skillsets businesses will be looking for in their marketing teams.

Badenoch & Clark: Should businesses be hiring to create mobile optimised sites or apps?

Anthony Gamble: It would depend on the audience and the objective, but at Carphone Warehouse we would prioritise a mobile site over an app. This is because an optimised transactional mobile site will:

  • Hit a much larger audience pool
  • Work across multiple devices
  • Be easy to change without the mobile user having to download the new version
  • Free of the commission paid to app store owners
  • Not take up limited internal phone storage capacity

So my advice is to build your mobile site first. Focus on optimisation, user experience and turning the mobile site transactional.

B&C: Will marketers need to take on more responsibility in the creation of mobile apps?

AG: The best app ideas don’t necessarily come from marketers, but marketers are good at focusing the app’s commercial proposition in line with business objectives and then taking the app to market.

From my point of view, it is far more important to have a fully transactional mobile site than an app, but if you are going to create an app it should be built into the digital strategy.

One of the biggest oversights is how you get the app to market. With thousands of apps released each day you can’t rely on the app stores to promote it for you. The key to the app’s success is how will people find and download it. This is where the marketing team can really help by initially structuring the campaign around mobile channels:

  • Mobile display (in app and web)
  • Your own Mobile Website
  • Social
  • Mobile search (natural and paid)
  • Getting your app onto review sites

If you are lucky enough to be a big brand then take advantage of existing campaigns across all on and offline media. Although it is hard to attribute the downloads back to these channels, a strong brand will always have a positive impact.

B&C: What about the geographical element that mobile brings to marketing?

AG: Location based marketing will grow and be successful, especially when the retail sector is constantly looking for new ways to increase footfall and sales. Most people usually shop within a small radius from their homes and tend to shop regularly within a handful of stores. So being able to potentially lure consumers away from your competitor stores is an exciting proposition.

However, there is a danger that consumers will find location based marketing invasive. This depends on the level of control they have over their data and whether they receive relevant, correctly timed messages. It also depends on the type of location based marketing. Mobile display or paid search ads don’t tend to be invasive, whereas consumers have a different tolerance level for location-based text messages or ‘notifications’. Even though those services are opt-in they can be intrusive if the timing or message is wrong.

Location based services are an exciting technology which can only improve over time as services are tested and developed. Is it perfect now? No, but as long as the consumer has a positive experience and is in control of their data it will only improve the mobile experience.

B&C: How will the content of advertising change?

AG: As mobile devices become increasingly more powerful, ad formats will continue to adapt into richer, immersive and smarter experience. This may be through video, social sharing, location based and rich HTML 5 ad formats. Implemented correctly, richer creative can only be good for the consumer, but if incorrectly targeted this can mean the ad becomes more intrusive. Richer ads tend to be larger on screen, as well as larger in terms of data usage. Customer experience, targeting, messaging, relevance and trackable performance are much higher up the list than beautiful creative.

Over the next few years targeting will dramatically improve as mobile technology advances. 5 years ago we wouldn’t have been talking about Mobile Demand Side Platforms, Real Time Bidding, retargeting, targeting by location and matching actual customer behaviour to a look-a-like prospect. These are all areas that will improve over time. Richer ads will become less intrusive as technology gives greater control and transparency over the mobile ad campaign.

What effect is mobile having on the way you do business? Share your views in the comments below. Are you a marketing professional who wants to help shape the trends mentioned in this interview? Take a look at Badenoch & Clark’s Marketing & communications jobs.