The world is going mobile, and so is marketing. While it seems technology is plowing ahead too fast for everyone to keep up with, Jeff Judge, CEO of Signal, says, reassuringly, that’s not true. Things are just getting better, which gives publicists and marketers a chance to experiment and launch campaigns with mobile components without feeling as though they’re being left behind.
“The experience will get stronger with faster networks and more processing power,” Judge told us. ”Apps will get more sophisticated. And people are going to take a more well-thought-out approach, tying things together across devices.”
So the first tip is to take a deep breath. We’re going to be here for a bit.
Signal provides marketing software that works across email, mobile, and social media. According to Judge, it’s important that a brand create uniformity across the different platforms included in its marketing. That also means having a fully optimized mobile site, that will have all the important information available on other channels, but capabilities useful for a phone, like the ability to click on a phone number to call.
And “think in the long-term.” Phones are improving and people are spending more time with them, so it’s important not to “bet the farm on one specific tactic.”
So what works best? It depends on what you’re trying to accomplish, of course. SMS may seem old school, but Judge says every phone can send and receive them, they’re great for “quick, immediate info,” and they have high open rates.
Apps are great for shopping and for anything that will require a lot of images. “A lot of times, people get really excited about apps. But if you have a good mobile site, you don’t necessarily need it,” Judge adds.
Check-ins are great to develop loyalty, particularly with coupons or other value offers, something that consumers respond to.
And, speaking from a personal camera-shopping experience, Judge says QR codes are useful for giving shoppers on-the-spot information about a product.
“QR codes are really strong in that shopping experience, but people don’t respond to it on TV or the side of a bus,” he adds. As the code goes whizzing past, “a phone can’t pick up the code that quickly.”