.Mobi – an introduction to the next level in mobile marketing

We know them as cellphones, other parts of the world refer to them as mobile phones – call them what you wish but one thing we all agree on – these mobile phones have become an integral part of our lives.

For this reason, mobile has become a unique marketing channel. More and more companies are realising that it is essential to develop a mobile communication strategy.

Unfortunately  we have all experienced the strange SMS on our mobile phone at weird hours of the night offering us a 'buy one get one free thingie in Blikkisfontein' deal on products and services we have no urge to purchase (not to mention that even if we wanted it, we don’t live in Blikkiesfontein anyway).

These unsolicited SMS’s have irritated customers to the point that the marketing campaigns have a negative effect – customers are leaving.

Learning from the mistakes of how advertising emails (SPAM) have plagued email Inboxes around the world, it is imperative that mobile marketing doesn’t follow suit.

So here lies the dilemma – a mobile phone is a very personal device so how does a company wishing to make use of mobile marketing ensure they don’t upset their customers ?

The solution .....  .Mobi!

.Mobi sites are specifically designed websites that are optimised to work on mobile phones. The consumer simply enters the Mobi url into their phone and can then access the mobi site. Mobi sites are not 'regular' sites just made smaller, but the sites are custom-designed to serve a purpose for the mobile customer.

As there are so many different manufacturers of mobile phones and so many different phone browsers, the developers of the mobi site need to be able to cater for all of these. Your regular website designer doesn’t have to take into consideration a screen that can be flipped sidewards however mobile phones have the ability to be viewed in landsape and portrait mode.

Therefore, a mobi site will need to be developed by a Mobile development company with these specific skills. Saying this, mobi sites are not necessarily a costly development. Mobi sites range in complexity from the very simple to the very integrated – it all depends on  the company’s needs and being guided by a mobile professional.

One can deliver a rich content experience, in full colour, direct to consumers without invading their privacy. These campaigns range from promoting a single product or  campaigns launching new services to one that reinforces the brand by way of a promotion.

I believe that mobile Marketing is most effective when it is done in conjunction with the company’s marketing strategy. Mobile Marketing can be 'once-off' in nature (example:  promoting a specific event) or  Mobile marketing can also be 'sustained presence' in nature where mobi sites are permanent sites for the brand to reach their consumers.

.Mobi allows brands/ companies to be where the consumers are – at their fingertip no matter where they are! Being available to your customer allows for instant-gratification to satisfy an urge which is converted into a sale.

To illustrate this point:

A client - a well known weight management company - has contacted us with a dilemma of how they can attract more members. After some consultation and research, we have discovered that most of us promise ourselves the same thing 'this year we will lose some weight and exercise more (and this year I mean it !)'  Therefore, we have created a Mobi site for the company that instantly allows a new member to work out what their Goal Weight should be and if they are not at Goal Weight, the mobi site informs them where their nearest group meets. It also allows them to contact the group leader in order to make an appointment – all this happens within seconds, direct from their mobile phone.

Since the introduction of the mobi site, membership has increased nationally. Both new and existing members use the mobi site in order to keep in touch with the Weight Management company and follow-up research has shown that the brand is more on top of their minds now that they can access it from their phone.

Your customers are mobile – shouldn’t you be?

Liron Segev

CEO, Swift Telecoms