Analysis & Opinion

Is mobile right for your brand?

June 12, 2009 John Moore

Determining whether mobile is right for your brand is a critical question, as many marketers have fallen into the trap of “get me one of these.” The answer to  is often poorly articulated and overly complicated. So here it is, a simple answer to a simple question.

Three Key Steps:

1.     Determine how much of your audience is using mobile beyond voice

  • If your audience is using their phone to primarily dial a seven digit number, you don’t need to me to tell you mobile advertising is not right for your brand. A good guide is to adhere to a recent Insight Expressstudy where they divided the mobile population into three groups:
    • Mobile Pioneers (15%): the smart phone power users have three core characteristics: the first sub segment is they tend to be young (18-34) and skew male and the second sub segment is they have high household incomes. As an example, the iPhone has a 200 index with those making more than $100K+. Lastly, they tend to live in major metropolitan markets.
    • Mobile Wannabes (25%): starting to buy smart phones and if the Pioneers provide traction, the Wannabes provide scale.
    • Mobile Traditionalists (65%): 2/3 are over 35

If your brand has confirmed that your target is using mobile beyond voice, now you’re ready to advance to steps two and three…

2.       Determine which device/carrier your audience is using

  • The executive is on the Blackberry, moms may be using the Palm Treo and if your target has a high ethnic concentration, look at T-Mobile’s Android. And always consider the iPhone platform as their users have the most voracious appetite of data vis-a-vis all other smart phones.

3.  Interpret the role of your brand in the medium

  • The key to mobile is creating a wonderful and delightful experience. Take advantage of the channels inherent strengths and tailor the experience around the mobility of the phone. Starbucks is doing a great job helping their ardent fans find the nearest Starbucks with their own app (Bucksme) and marketing on the Where mobile app. We have recently launched an app for Stanley and are building several others for some of our major clients.

So there you are, if your target are young men or white collar & affluent, get started. The last thing you want to do is let your competitive set beat you to the punch in this emerging and powerful medium.

What do you think? Are there any other important rules to think about before the process begins?