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BizReport : Mobile Marketing : May 15, 2012

Top three tips for mobile marketers

As most consumers move into the mobile marketplace brands are struggling to keep up. July Systems is one solution which helps brands move campaigns across platforms, to build mobile sites and engage consumers.

by Kristina Knight

I recently chatted with July Systems about mobile trends.

Kristina: There is a lot being sale about SoMoLo - Social Mobile Local - what is this and how can mobile brands ensure they are ready?

Rajesh T. S. Reddy, Founder and CEO, July Systems: The Social, Mobile, Local convergence (the SoMoLo trinity) is cited as one of the top digital trends that is driving a paradigm shift in mobile usage. Customers on mobile expect to share, connect, follow, tweet, link to, check in, and stream from their networks and cloud services. The ability to turn on and off easily, integrate seamlessly and update sans interruptions, with services like Facebook, Twitter, YouTube, LinkedIn, Foursquare, text messaging, email, etc. or with niche and innovative services like Shopkick, Delicious, Postling and others, are essential for a successful application. Businesses looking to roll out their mobile strategy will do well to choose a platform that offers an integrated ecosystem. The oft-cited benchmarks for platform + ecosystem are and Google apps, which are not only great platforms but connect to ecosystems (App Exchange & Google Apps Marketplace respectively).

Kristina: What trends are you seeing in mobile?

Rajesh: Businesses now see mobile as an opportunity to drive innovation across a wide range of business processes. The focus is on deploying more mobile applications over a range of mobile devices. [We're seeing] experimentation with HTML5 based web apps for mobile [and] adoption of self-serve \ DIY tools for mobile sites & applications.

Kristina: For brands moving in to mobile, what are your top 3 tips?

Rajesh: First, Focus on the Use Case, NOT the Technology. Push, location and touch are some of the game changing technology levers in mobile that have great potential. For companies that want to leverage this potential these technologies need to be tuned to meet the business needs. Second, Enable and don't throttle marketing innovation. A platform that provides easy-to-use tools for marketers can significantly impact the ROI of mobile projects. Marketing teams can use such tools to build time-sensitive mobile sites for promotions, events and have seen significant increase in traffic. They can quickly add QR codes, vanity URLs, analytics and more. Third, think tomorrow, today. Once businesses taste success through the mobile channel, they will want to extend that success across geographies and products. Their mobile solution should be extensible to support this growth and not service a partial need. For example, a business that wants to expand to Japan should not be limited by the inability of the mobile platform to support the script. Also a business that wants to launch consumer applications and B2B applications should not be limited by the platform to integrate into the enterprise applications. It is essential to have a platform that is extensible and scales with business needs.

Tags: July Systems, mobile ads, mobile marketing, mobile tips, mobile trends

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  • Take advantage of mobile applications that many mobile consumers already use and are very popular, like Google Maps. Google has a Local Business Center that will list your your business on their Google Maps for that region. This way, your business will be targeted to the audience local to your area.



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