Developing a Mobile Marketing Strategy: Delineate A Territory Where You Can Be Unique

David Egger is Lead Marketing Manager for AT&T’s IRU (Individual Responsibility User) Mobility Programs. You can find more blog content from David and other experts on emerging technologies and mobile application on the AT&T Networking Exchange Blog. AT&T has sponsored the following blog post.


Develop your mobile marketing strategy
Samsung Galaxy SIII on AT&T

With so many options to promote your business today and an American economy that seems to be driven by advertising and its revenue, how does a small business develop a mobile marketing strategy and rise above the white noise? Michael Porter offers marketers some great advice for situations like these: “A strategy delineates a territory in which a company seeks to be unique.”

A first-year marketing professor will teach that Marketing is about 4 P’s – product, place, price, promotion.  While I can’t help you decide how to price your products in this blog, I can tell you that knowing your mobile marketing strategy as it relates to product, place, and promotion will help center your mobile marketing strategy.

Look Inward 

The first step in developing any communications about your company is to know exactly what you want to say about your products and services.  You do this by intimately knowing these parts of your business.  What is your product, who buys it, when do they buy it, how often do they buy it, what triggers those purchases?  Examining and answering these questions will get you quite far down the road from your competitors, as these are the questions that high-cost consultants will ask … and they are the questions most business owners won’t be able to answer adequately.

For example, is your product something not even sold to consumers?  Your mobile strategy will be vastly different than a mobile strategy for a consumer product.  Is your product something purchased on a whim, or a planned, expensive purchase?  This will determine how you design your strategy and optimize it for the type of customer that your business will serve best.  Is the buyer of your product someone younger or older?  While the elderly are joining social media in greater numbers, you’ll need to tailor your approach depending upon how your customers approach the mobile space.

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Back to the Office: Make the Most of Your Vacation, Even Back at Work

Labor Day is almost here, and that means that summer is just about over. Hopefully you took some time to take a vacation, staycation, or whatever helps you relax and recharge. It’s important for our health, mentally and physically. Vacation helps reduce burnout, decreases our resentment of others, and actually helps us concentrate and make less mistakes once we’re back on the job.

So, all week we’ll be talking about “back to the office,” with tips and tricks to help you hit the ground running after your vacation. Perhaps the biggest (and best) thing you can do for yourself is to use the clarity that relaxation provides, before you get too bogged down in the details. A few things to think about, while you’re still feeling fresh and relaxed:

What are my realistic goals for the next six months? This can be both personal and professional – after all, it’s hard to separate these. Take this opportunity to reflect on what’s important to you, and think strategically about how you can get there. Write it down, and give yourself deadlines, not to give yourself a hard time, but to think about how you can (and will!) make progress.

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