MFS — Mobile First Strategy. Is this strategy appropriate for your company?
The mobile device has become the main screen for all of . The question is how to use this personal medium in order to make effective marketing activity. For this purpose, the market must be divided into three main categories :
- Mobile First Category
Which type of companies belongs to this category ? The exact formula for defining companies belonging to this category includes three components:
Brands that have physical presence and / or are characterized by low involvement and / or belong to the category of impulsive shopping .
- Brands that live in the physical space — categories such as convenience stores, fuel companies, retailers in various fields (food, fashion, pharma, electrical appliances, household products, toiletries), taxi services, etc.,
- A low involvement product is such that its purchase is not considered a significant decision for the consumer and does require a deep market research before making a decision. Low involvement products include players from the food, convenience store, fuel, retail, transportation, leisure and leisure sectors.
- Companies from categories such as fashion, food, leisure and culture belong to the Impulsive Buying section .
Companies that hold at list 2 components from the formula (physical presence & low involvement & impulsive buying), should implement a more radical strategy of:
Mobile First Strategy — Focusing on Mobile Marketing, which includes customized, micro-segmented applications that include content, community services, developing a continuous relations with customers, launching intensive activities (Coupons or Crypto/ branded digital currency) and of course relevant and original mobile content that brings real value for consumers.
Players in this category can gradually relinquish huge investments in other media such as radio, television and billboards.
What role does the mobile play in this category?
- Sales channel — creating a measurable and accurate revenue source
- Marketing channel — generates brand’s daily presence & preference
What do you measure in this category?
Traffic to the physical or digital store, sales, purchase frequency, purchase volume per visit, frequency of visits, revenue, profitability, distribution of purchases by products and categories, price sensitivity by product,
2. Mobile Marketing Category
Companies belonging to this category hold one component of the triangular formula (physical presence & low involvement products & impulsive buying). These companies should Include a deep Mobile Marketing plan in their strategy , but not focus solely on mobile activity. In other words, it makes sense to launch a mobile application and invest in promoting it while measuring ROMI — Return On Marketing Investment.
What is the role of the mobile in this category?
Here too, the mobile platform enables differentiation and brand’s presence & preference, as well as the creation of a relationship and increased interactions between consumers and brand’s assets.
What do you measure in this category?
- Users Engagement
- SPOQ — Social Proof Of Quality Index — How well our mobile activity succeeds in getting users to respond , write, comment, recommend. In other words — one should use mobile activities to make users become brand’s promoters.
- Frequency of Interactions between consumers and the digital assets of the brand
- Depth and quality of the brand-user relationship (brand preference indicator)
- Influence on purchase frequency & volume
3. Mobile Presence Category
Companies belonging to this category do not meet any of the ingredients of the formula:
(Mobile First Strategy formula : Psychical Presence & Low Engagement Products & Impulsive Buying Products)
Companies in this category — Automotive, Real estate etc. — can not ignore the fact that the mobile device is the most significant device in our daily content consumption, therefore must create a mobile presence — for example , mobile friendly site , running Mobile based campaigns and so on.
However, companies of this type should not heavily Invest in Mobile Apps launch campaigns , promotion, usage promotion and retention. in this case , their marketing focus should be on other activities — traditional brand-supporting campaigns, smart content activity and Social Marketing.
What is the role of mobile in this category of companies?
Cross-platform presence supports interaction frequency between brand and consumers.
What do you measure in the third category?
Brand’s assets usage (site, mobile, sisal) including the type of content consumed on each platform.
Keep in mind that , when thinking about a real Mobile Marketing strategy, developing a mobile application is the first and easiest step . The more challenging steps belong to the on going efforts dedicated to installs, usage and retention . These are huge marketing investments that are mainly suitable for companies and brands belonging to the first category (Mobile First) and some of the companies in the second category (Mobile Marketing).
Companies belonging to the third category can neglect huge investments in the complex field of mobile-based application marketing
