Mobile Matters: Strategically Aligning Mobile Marketing to Business Goals

Chris Pitre

Chris Pitre is the Director of Strategic Planning at Astadia, a leading cloud computing consulting and systems integrator.  He’s also a devoted member of the DMA2013 Program Advisory Committee, where he advises the Conference & Events team in developing relevant, market-oriented educational conferences. Here, he shares his thoughts on marketing’s move to mobile and how this mega-medium can help marketers generate revenue and reduce costs. Thanks for the insights, Chris!

As consumers and business executives travel through their lives, personally and professionally, they tend to do so with several devices in hand and in tow. Marketers now know this truth – or at least DMA members do; however, many still have not fully adopted a mobile mentality when it comes to key business initiatives, messaging, and relationship-building. Yes, apps are great. Yes, text messaging is great. But if we can’t pinpoint how our particular audience behaves on mobile, the aforementioned tactics may serve a short-term need but not a long-term, business-aligned strategy.

Is your mobile investment thus far a waste? No. However, we must become high-performing team players with the rest of the business functions, especially C-levels. Marketers for the most part have now been tasked with doing one or several of three things: (1) generating revenue, (2) reducing costs, or (3) implementing/improving sustainable process for 1 and 2. Creating awareness and buzz means nothing if sales are not impacted, costs are not reduced, or the business is not setup for future success. How can mobile help you with 1-3? Let me map it for you:

1. Generating Revenue – The obvious answer here is to build a shopping cart app or optimize your current e-commerce experience for mobile. The not-so-obvious answer may be determining what products and services your audience want more or buy more of through mobile and optimize your marketing strategy to see a lift in sales via the channel, as well as streamlining lead forms and other data-capturing experiences for mobile. For B2B audiences, it may be factoring mobile into CTAs, as well as optimizing certain campaigns and landing pages for a mobile audience. Another neglected mobile opportunity is creating internal mobile apps that aid sales in closing deals, nurturing leads, and shortening sales cycles. Marketing can and should drive these types of mobile sales experiences to ensure marketing and sales alignment, brand consistency, and data visibility for future lead communications.

2. Reducing Cost – As marketers, we can add more to the bottom line by investigating how we can reduce costs involved with delivering great experiences and content. One measure that some marketers have considered is responsive design, which means that web experiences built once can be easily formatted for various screen sizes all within code (no need for multiple code bases or systems). While the initial investment is higher, it also reduces the long-term maintenance for your web footprint. Another initiative worth considering may be teaming with customer support on optimizing self-service options for mobile devices and contexts.

3. Implementing/Improving Sustainable Processes – Mobile data gives us insight into our audiences’ location(s), need(s), and device(s). This information can be used to better target messages and content toward the context and not just the profile. Imagine having an email campaign that targets tablet users with CTAs for tablet-relevant behaviors and content within a certain city/locale. With marketing automation tools, marketers can now have content tailored to a multitude of variables to truly personalize and customize an experience and message to profile, context, and device. Sending the right message at the right time is now intensified by optimizing it for the right device in the optimal location. Over time, these nuances in marketing to audiences may lead to shortened sales cycles, improved engagement, and ultimately happier customers.

Chris Pitre, Director of Strategic Planning at Astadia, plans and proposes the digital marketing initiatives and experiences designed for global clients like HP, Microsoft, and Vodafone, across mobile, social, and web channels. During his time at Astadia, Chris has pioneered the social media practice by uncovering and relying on key user insights. Those insights lead to the successful delivery of key social and integrated experiences that meet the needs of the business and the behaviors of the user. Chris stays current with the mobile and social web, continuing to educate and update clients, as well as students of the Houston School of Advertising, on new possibilities and user norms, expectations, and behaviors.

Prior to Astadia, Chris has worked at web and mobile development firms, as well as traditional advertising agencies, with brands across fashion, quick-serve food, tech, energy, and healthcare industries. Chris has a BBA in Marketing from The George Washington University, where he studied marketing and communications.

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