Mobile marketing is everything right now; seemingly unparalleled in influence and importance. We’re now at a point where a majority of brands clearly recognise the power and potential of mobile and have developed their strategies accordingly.
All things considered, asking if it is a myth might seem a bit strange.
So is mobile marketing a myth?
Yes and no. Mobile marketing might exist – but an exclusively mobile audience? Probably not.
The point recently made by Marketing Week is that there is no longer any reason to organise marketing teams and strategies by channel. Experience tells us that all channels work together and are intertwined in furthering the objectives of a brand
Edwyn McFarlane argues that the world of marketing faces difficulties when thinking in terms of a single customer view. Nonetheless, some naughty marketers persist with separate approaches for mobile, tablet and desktop.
“Ask any advertiser to present you with the information they know about their customers and the first thing you would notice is how the quality of data varies depending on where that data has come from,” says McFarlane.
“When it comes to each channel’s own analytics, some will prioritise cross-device tracking whereas others may focus on post-view conversions instead. In the end, it is near impossible to have a single customer view.
“Although these intricacies make the single customer view an aspiration for many, we must ask ourselves if the disparate approach we see taken is a viable alternative,” adds McFarlane.
Does mobile marketing rely on a single customer view?
It goes without saying that any brand capable of achieving a single customer view will be able to provide audiences with innovate and engaging experiences across all channels and devices. But with Salesforce recently noting that it takes between six and eight touchpoints to generate genuine customer interest, collecting accurate and consistent data from each one is a sizeable obstacle.
This isn’t to say you should start mining every data point on a customer though – not many of us have the time for all that studying and scrutinising and the volume of data available for individual customers remains relatively low.
This could change. Consumers are beginning to realise that handing over their personal data makes life easier. Although some remain scared of personalised marketing, “the more information they provide, the better their shopping experience will be,” says McFarlane.
“The advent of smart meters in homes allows for personalised energy tariffs based purely on the habits of a whole household, all remotely controlled by mobile devices. The positivity from such an intelligent customer experience is intangibly valuable and undoubtedly something for us all to strive for.”
So, while a single customer view for the purposes of mobile marketing might be out of reach for most brands right now, things could quickly change. If they do, McFarlane has high hopes for the future.
“The utopian marketing environment powered by a single customer view has the potential to provide a golden age of advertising in which relevancy and storyboarding have new dimensions,” he concludes.