It's always good to learn the basics

It’s always good to learn the basics

If you build higher floors of the dwelling without taking care of the strong foundation, you’ll get rather a viral video of a collapsing construction instead of the solid shelter. To remind some basic marketing knowledge I’ve re-read P. Kotler’s marketing bible. Lessons learned? Traditional and mobile marketing differ when it comes to content distribution channel and profile of target audience, but they grew on the same tree. Can we, despite all the differences,  translate the traditional marketing “know-how” to the mobile language?

 

 


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Let’s begin with some definitions. When asked about what marketing is, P. Kotler said: [Marketing is] the science and art of exploring, creating, and delivering value to satisfy the needs of a target market at a profit.  Marketing identifies unfulfilled needs and desires. It is also the art of selling and building consumer’s satisfaction, and that leads to mutual gain.

The market works thanks to the process of constant exchange defined as: “the exchange of activity, tangible or intangible, and more or less rewarding or costly, between at least two persons” (G. Homans). All our actions are caused by the vision of reward. As we all define reward differently, the process is very dynamic: John finds an iPhone unnecessary and overhyped, and Jane sees it as luxurious, desirable artifact.

 

Business First

Many of us forgot that marketing is performed mostly to generate profits. For many years it drowned in catchphrases and buzzwords – so we forgot its nature. It’s about time to go back to basics and renew “business first” approach.

Fact: in numerous companies marketing money is cut off first. It happens because neither employees nor bosses understand marketing specifics and because we still believe in the Inbound myth. No one dares to take money from Sales Dept.  (they generate revenue), Production Dept. (they need tools to work with), or even form cleaning crew (imagine they skip 2 working days in the company with 100 employees). Marketer, however, when asked about her results, rarely shows something more than Facebook or Google Analytics stats. She doesn’t have KPI set, nor she knows a thing about CLV or ARPU.

Myth: marketers job is mostly about content creation and distribution. To be frank, it’s more about maths and analytics than it will ever be about creativity. We all do know A. Einstein’s quote regarding the stupidity of expecting different results while performing the same actions. Now imagine – how idiotic it is to expect good results while performing the same actions without knowing if they result in something good, something bad, or something mediocre!

For all those natural born humanists I have good news: It’s not the end of the world! Of course, I try not to demonize exact science. Au contraire! I encourage you to demythologize it. But if you need instant results, use one of many platforms made especially to ease marketer’s life and provide her with complex analysis of her marketing performance.

 

The screen with random analytic dashboard from mobile marketing automation platform:

 

Don’t be afraid to use them! Integrate them with other tools you like. Results are worth it.

 

Communication

Marketing also serves another purpose – it helps in bonding with the audience, in building their satisfaction, and in increasing brand recognition. Yes, I admit – content marketing (combined with the right content distribution) is of paramount importance. Nonetheless, bare inbound practices are worth near to nothing. You must pamper your actions, let’s say “outbound your inbound.” Combine great content with push marketing into an effective strategy. If you want the soon-to-be client to react to content, you should make her see it somehow!

And what the audience wants? Panem et circenses (Latin for “bread and games”)! Mobile friendly content is the bite-sized, visual one. My favorite Facebook newsfeed elements are short videos with food preparation, pretty tattoo photos, and scientific mini-infographics. In the news and content flood, I strain the information, so the less visible content has zero chance to break through my “firewall.” It’s also a guideline for you – at least once per week create neat micro-content fitted to your audience interests.

Note that social media are for communication not for distribution! There aren’t many people who log in to Facebook or LinkedIn with the idea of buying the new document-scanning, all singing, all-dancing app!

Contact with the audience is a vital part of brand image building. You can use social media to build it, send newsletter to sustain it (if you want to receive our newsletter – leave your email address in the purple box like this:

in the right column – if you use laptop, or below the post – if you read it on the smartphone), and helpdesk for your customers (if analytics shows any problem with the app usage – propose via text or push that you’ll contact them and help to cope with the obstacles).

Instead of focusing on sales – educate. Believe me: for many people the fact that you deliver education, and entertainment (again: bread and games) will be something you can leverage when it comes to purchasing.

 

Fact: Mobile Marketing has its own rules – it has to be contextual, real-time, visual and full of bite-sized content, but underneath it is still a traditional marketing. Remember it tomorrow when you go to work. Maybe you have some thoughts on this topic? Leave them in the comment section – we’d love to read them.

 


Read more facts about Mobile Marketing: The importance of mobile marketing. 25 stats you must know

And learn how to measure your app’s success: 4 ultimate metrics to measure your app’s succes