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Mobile Marketing: Tackling the Odds

By Sean Patrick Rossi, Senior Marketing Director US, Samsung Electronics America

1. What are the recent trends and the pain points you have witnessed in the mobile marketing landscape?

As a company, it is imperative for us to reach the target audience. In the era of digital technology and the onset of machine learning, reaching the target audience has become easier than ever before. But the real challenge lies not in reaching but engaging them. With the overuse of social platforms and the increasing number of players every single day, it is definitely becoming a challenge to grab the attention of the targeted customers. Grabbing the attention pays off only when it complements the content strategy and value proposition of the brand. Therefore the key challenge lies in finding the right platform and bringing the right content to the table, which can keep the customers engaged as well as drive them into the sales funnel. According to my observation, the more successful marketing experts are those who provide values without asking anything in return. This whole new approach is bringing in a paradigm shift in the business philosophy

2. What are some of the best ways to measure the impact of your marketing campaigns especially when it relates to mobile marketing.

A successful marketing campaign starts with a clear idea of what success looks like. I think that is the aspect that most people fail to visualize; they either take the most standardized approach or select a KPI to measure their success. Companies should devote more time by focusing on what they exactly want to achieve through the campaign without only focussing on creating awareness about their products. It is important to remember that the key to success lies in looking through the lens of the customer. How you want them to pay back, what you want to give those people, are some of the points you need to consider. So the more time spent researching the needs of the customer, the easier it becomes to define the success of the campaign. It is essential to adopt the right channels and the right tools to take you closer towards your goal. You should be able to define the relationship between sales and the marketing policies clearly. It becomes more complicated when looking to establish a brand, but the timeline between driving the awareness and the conversion requires a little bit more patience. And this starts with getting a clear idea of what you want to achieve first and choosing the right KPI accordingly.

3. Talking about achievements, what according to you are examples of some KPIs in that matter.

KPIs are functional to what you want to achieve in terms of organizational goals. However, if we market the company only to create a customer base, then the biggest setback that

the company faces is in terms of lacking impression on the right audience.

It is not always about the audience, rather the quality of content that can rightfully engage the audience by following the best-in-class approach. However, the best way to involve the customer also depends on where your business is and the kind of business model you follow. This is because for some, the sales take place through an e-commerce website while for others, it happens at a physical store. The calculation of KPI for online purchases is faster and simpler as compared to the physical process. In some cases, if you partner with the right vendors, they can be helpful in deriving data. You can also get approximate results through small sample sizes, but with the right sample size, we can get a good approximation and a better analysis. Many companies today are using KPIs as cross combination methods to measure digital marketing. While these KPIs can be a reliable way to measure a company’s performance, it is essential to choose them carefully.

4. What are the factors that help you to make the right choice of partners or solution providers in the marketplace

You can identify a promising partner by the way they invest time to understand your business, its challenges, and how they talk about strategizing changes instead of going for a cold pitch. We usually link with a partner on the “test and learn” basis where they would charge you fairly that proves their strong confidence in their product or expertise in their field. Once the company manages to prove their worth, most probably we will continue working with them. At the same time, many reputable companies, having spent time with you, are quite proactive in suggesting themselves as the right partner after going through the challenges.

In some scenario, it also takes some quality effort from the client’s side to ensure that the right ingredients go into the test and let the results speak for themselves.

5. Could you provide an example where you’ve applied strategic marketing into action, and what was the outcome?

Going through the marketing journey and internalizing the learning process helped us in bringing the expertise in house and start becoming the part of the DNA of the company. The data derived through this process proved to be crucial and was used to obtain better insights into the marketing strategy.

There was a time when we have been managing our campaign through external sources, and the internal team was only responsible for proper execution. But later we tried to manage our campaign within the company because we are the best one to understand our products. Initially, internalization needs a lot of learning and investment in hiring professionals and may not yield outstanding results but is beneficial in the long-run. Factors like technical relation from a media perspective and the way the digital content is served make perfect sense once we look at it from the business perspective. Prioritization of audiences as opposed to the business priority became the much-needed step towards success. By merely adding the perspective, we were able to have improved results on the campaign incrementally.

The second step was the internalization of this data, elaborating marketing hypothesis, and starting to test those hypotheses with a partner. And eventually, we reach a point where we work side by side with a partner on the design of the plan to the point till the partner just becomes a tool enabler.

This resulted in prioritizing the business and making the execution seamless by allowing everything to be done with just a click. And the internalization process also helped in fertilizing the digital culture by bridging the cultural gap in the organization.

We learned a lot from an execution standpoint which helped in creating a significant impact on the overall business.

6. What will the future of mobile marketing look like in terms of technology as well as strategy?

The landscape can look pretty different depending on the advantage point you have in terms of marketing and where are you getting at. We can make enormous advancements in some areas only if we stick to our basics instead of following the trends now and then. Sometimes, it is essential to focus on retaining the consumers even if the industry is getting disrupted. We also have to make sure that we keep up with the pace with our competitive self. Working on the future is crucial than predicting the future as well as striving to reach the position where you think you would find the best assets for yourselves .

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