The School of Mobile Vol. 2 - The Detail

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Chapter 3 - Mobile Technology and Solu�ons
Give and thou shalt receive
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Providing high-quality customer service and providing informa�on that is going to be valuable to
that person is becoming ever more important in our service driven world. True mobile marke�ng
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should be about more than just gimmicks and PR exercises. There should be an overall coherent
strategy in terms of mobile. Closely related to this point, a large part of the premise of social
media is that one needs to provide and create value. This is done through relevancy and tailoring
of product/informa�on offerings. Mobile, as the new conduit for real-�me, always-on social
engagement on the go, is at the heart of this process. Mobile is excep�onally powerful in terms of
the informa�on and profiling you can get out of your customers once they have opted-in to your
mobile offerings. This is very granular and unique in comparison to other marke�ng channels.
How not to abuse the privilege of crea�ng personal dialogues with your customers
It is important to note that one needs to think very carefully about how the informa�on gleaned
via the mobile channel is used and not, under any circumstances to abuse it. Mobile marke�ng is
so effec�ve because it is so personal, but inherent to that personal rela�onship is the danger of
abusing it. The idea is that everything pushed or pulled through the mobile marke�ng channel has
some relevance to you.
Understanding 21
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century no�ons of privacy related to mMarke�ng
Social media is a very strong training ground that is redefining people’s no�ons of privacy and how
they interact with brands and how they consume. Marke�ng is not necessarily being aggressive
about ge�ng informa�on from people, but people are becoming, in some cases, more open and
comfortable with the informa�on that they share. The onus is on companies, in partnership with
mobile marketers, to target customers in such a way that takes account of this process and ensures
that people will con�nue to be comfortable with sharing certain informa�on and that they do not
feel taken advantage of. So, mobile marke�ng has a lot of poten�al but also some pi�alls that need
to be carefully understood.
Conceptualising mMarke�ng in the travel and tourism sector
Travel and tourism is about experiences, people evolve their rela�onship with a brand as they
move through the travel buying cycle. There are lots of different touch points to engage with the
customer. On the other hand, it is important to remember that travel is a price sensi�ve market,
par�cularly in the current economic climate, so finding the balance between the appropriate
price points and using mobile marke�ng to tap into people’s experiences is a tough call. Perhaps
mobile marke�ng, in terms of leveraging experiences has par�cularly good poten�al in terms of
the des�na�on market with the way that ci�es are presented and marketed and the poten�al of
mobile to create impact in that space.
Hooked on a feeling….
One of the clever things about mobile is that you can capture people’s moods and feelings. This is
not sinister at all; it is about being there for people when they are in a par�cular mindset. Perhaps
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