Mobile marketing made better!

On an average, I receive around 30 text messages from different companies. Discounts, gift vouchers, call for interviews, product launches, invites, and many more. These messages now work on an auto-mode in everybody’s mind. Open message – curse – delete.

Here’s a thought.

Mobile marketing, according to me, is still a very powerful medium to reach the right target audience. If segmented properly. Sending people a whole lot of mass text messages is no use.

What if mobile marketing could take over a similar strategy as Dell did on twitter.

What if a company like HP began messaging a few people to begin with. People who form part of their target audience. Other interested people can sign up to receive text messages from their site. These privileged few receive incentives and discounts. Would’nt it increase in better targeted marketing. Let the customer choose to receive messages that he wishes to read. And help not to frustrate other people, who at some point of time might become a one-time customer. Or even a loyalist.

Would this work?

Strategy Tactics Goals

Strategy – Tactics – Goals

It has become extremely tough for anybody to clearly distinguish between them. Beside the academic definitions, all of them are mistaken for ideas. Jon Furguson has explained the difference in a fantastic way.

Goal: Win the war.

Strategy: “Divide and conquer.”

Tactics:

CIA spies gather intelligence.

Navy Seals knock out enemy communications.

Paratroopers secure the airports.

Armored Divisions race in and divide the opposing army’s forces.

Drone attacks take out the enemy leadership.

An overwhelming force of infantry invade.

Hand-to-hand combat.

Goals are set at the beginning. They act as where you want to be. What you want to achieve. Without a goal set right, nothing moves. Based on goals, directions are set.

A strategy dwells more into how the goal can be achieved. Whats the path to follow. Should the product move into another market, change usage pattern, move into new segments.

Tactics belong to the execution phase. It defines the “how to do.”

There is a little boutique close to where I live. They sell Indian ethnic clothes. From the time this place was set up, I have been a regular visitor and watched it evolve into a strong brand. This little place with one branch has managed to carve a niche and create evangelists. Their problem was the location. They managed to set up shop on the street with a lot of already established boutiques. All sell the same kind of clothes.

Goal: Increase footfalls

Strategy: Most of the boutiques sold the same kind of clothes for the same age group (18 – 30). They shifted to the same product – new segment. The boutique shifted focus to target group of 30 – 45. This was a huge move and helped increase loyal customers. This age group was financially more independent and loved having a boutique catering specifically to them. The entire store changed its ambience, the manner in which clients should be handled.

Tactics:

• Direct Mailers – People of the age group 30 – 45 enjoy being given that extra importance.
• Stylist – They employed a stylist who helps every customer choose the perfect clothes with accessories. This helps boost the client’s confidence.

This boutique opened two new branches in one year.