Smartphones: Part 2, Marketing Advice
OK, so you’ve heard plenty of stats by now regarding mobile phone usage. And if you haven’t, just check out yesterday’s Agitator post — Smartphones: Part 1, The Data — featuring comprehensive data from Pew Research.
But just to underscore once more the importance of mobile, here are some stats via the Center for Media Research you might not have heard before — looking through the lens the opposite direction …
- 44% of US adults live in households without land lines;
- 64% of Millennials do without;
- 60% of Hispanics;
- Even 32% of Boomers.
Might be time to put some questions to your telemarketing firm!
So, what to do?
I’ve come across a few ‘mobile marketing’ guides worth sharing.
The most directly aimed at fundraisers is the 2015 Complete Mobile Strategy For Fundraisers, from MobileCause. I would say the title over-promises. Still, this brief e-book offers good basic advice in a ‘tip list’ style, simply presented, on texting, mobile-friendly emails, using social nets, mobile apps, posting video and photos. Backed by — you guessed it — lots of stats.
Next up is Marketo’s equally brief e-book, Creating Your Mobile Marketing Strategy. This one’s a little more market-y — think first about your audience (break it down into key ‘customer personas’), their customer lifecycle (e.g., prospect or devoted advocate), define your mobile marketing goals and KPIs, think through how mobile contacts fit into your overall communications strategy.
Actually, you might best browse Marketo first for context and strategic framework, and then check MobileCause for tactics.
Then when you’re really ready to bore in on the smartphone as a tool, try focusing on Twitter, via Union Metrics’ Definitive Guide to Twitter Marketing. Because I know zilch about tweeting, I actually learned the most from this one.
These folks specialize in social media analytics, so there’s lots of advice on the Union Metrics site re other social channels like Tumblr and Instagram.
I know … I’ve gotten a bit into the weeds, but these gadgets are transformational in their impact on how your donors interact and communicate.
Texting, tweeting, twerking … what’s the diff? If an aging, front-edge Boomer like me can try to keep pace, surely you can!
Tom
P.S. Bet you don’t know Morse code.
3 responses to “Smartphones: Part 2, Marketing Advice”
Behavioral Science Q & A
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Bob and Tom,
I hear you loud and clear.
. . . _ _ _ . . .
Tom,
You’ve not mentioned Periscope, which is linked with Twitter and allows an organization to have a private global broadcast 24/7/365!
However, in the midst of all these mobile phone stats, who is raising substantial $s from this channel? I’m a Boomer, and my friends are Boomers. We text, take pictures of our grandchildren, and use Facebook and LinkedIn, but I don’t know any of us who are giving via our phones.
In a recent interview with 1,263 donors from four generations, mobile phones weren’t on the radar for giving.
Keep the mail coming:)
To me, the most important thing when talking about mobile is that mobile isn’t specifically phone/text. When you’re developing a mobile strategy you need to think about all of the ways your donors engage with you while they’re on the go. This includes e-mail, a mobile optimized website, and social media, all of which will be used more frequently than text-to-give.
And of course one of the most important tools in any mobile strategy is a strong mail program to drive your donors to your online channels 🙂