4 Keys to a Successful Mobile Campaign

“I remember once going to a conference and seeing someone from Saatchi & Saatchi do an incredible presentation on something they called ‘MIST’…”, Chris Feix, CXO, AppNotch.

It was remarkably simple, yet profound. Here’s the gist of it…

M.I.S.T.

Mobile, Intimate, Social, Transactional

Mobile

Be Relevant
Have a uniquely mobile reason for creating your app.
Access to awesome technology is not an excuse for bad ideas. If your app does not add mobile value (other than people can get it in their pockets) don’t do it.

Let the Phone Do the Work
Take advantage of the existing phone features (location, tap to call, etc.).
People don’t want to learn new interfaces and technologies. Their phone already has a calendar; why should they learn how to use yours? If you have a map in your app that doesn’t work with the directions feature on their phone, people will hate you for it.

The Customer is Mobile, not the Device
Always consider what your mobile audience wants from you.
Don’t just replicate your offline, email and web efforts on mobile for mobile sake. Really consider what your audience is experiencing when they see your brand pops up on their phone. This really goes back to #1, Be Relevant.

Intimate

Analyze & Segment
Use ‘Big Data’ and listening to create personalized experiences.
You have to know your audience… even your audiences within your audience. Push Notifications, for example, are more direct and interactive than your Tweets . Let’s say you’re a Bar & Grill attempting to get a larger lunch crowd.  You can push a message like: Thanks for being our customer. Please stop by for lunch this Tuesday – Friday and bring a friend. Buy 1 Burger, get another for $1.

Make It Worth It
Have a brand experience so good your customers want to give you data.
Think Netflix. Yeah, think Netflix… that’s all.

Make it Part of the Flow
They should never notice the effort.
Their experience with your brand should be part of their process, not added steps, or an area for them, not a setting. Their experience with your brand should be unique to them (or at least they should feel that way).

Social

Make it Easy
Make everything simple to share.
Blend in relevant social tools and behaviors (challenges, ratings, posts, images, etc.). Don’t make them search for ways to share, because they won’t.

Make it Familiar
Build on existing social behaviors rather than creating new ones from scratch.
Using existing social network APIs and behaviors will garner 3x interaction rates VS building new ones. Recently the e-commerce industry has experienced an explosion of re-targeted sales based on the simple act of allowing customers to “favorite” an item much like “likes”. Previously, if a user didn’t plan on buying an item immediately, they would have to bookmark it. Now sellers have your profile information including your favorite items… and that’s why your inbox is filled with your favorite items on sale “today only”.

Get a Champion
Find and recruit influencers to help you tell your story.
Nothing will make you sexier than when someone else says how great you are. And if that someone else is respected and liked by others… well, the message resonates.

Transactional

KPIs, KPIs, KPIs
KPI stands for Key Performance Indicator.
Make goals and have a clear way to measure your efforts. Companies that start a marketing effort without clear and measurable goals are WASTING THEIR TIME.

Let’s say you are running a half-off bikinis sale at the end of the summer season. You send a Push to half your female customers (304) that reads, “Summer is almost over. Get a bikini ½ off this weekend only. You’ll have an excuse to go somewhere warm for vacation. Promo code: CANCUN

You send a second Push to the other half (303) that reads, “It’s been a fun summer. You have to have ruined your bikini by now. Come get a new top and we’ll throw in the bottom free. Promo code: HALFFREE

You set a target goal of 60 buys. Now measure the results from each campaign. Congrats! Now you know how to KPI. (You also know how to A/B test!)

Take Baby Steps
Test and Learn rather than over-build.
There’s nothing worse than building an entire theme park before realizing that there aren’t enough bathrooms or parking spots. Don’t go crazy. Do a little at a time until the whole picture becomes clear. Building an audience and a business happens best organically. You’ll save time and money in the long run.

Make Less Steps
Create a frictionless path between your customer and your products/service.
When possible choose personalization over customization. Meaning… let a customer set preferences like “Men’s Shoes”, “Size 10” instead of forcing them to customized their experience every time they visit.