I recently chatted with JP McCaffrey, who has spearheaded development of a mobile capability at Burson-Marsteller, about the role of mobile in today’s economy and what he sees as key next steps for adoption and growth in 2009 and beyond. To see past About B-M interviews, view the archives view the archives.
Digital Perspective Blog: What role do you see mobile playing in the marketing communications industry this year?
JP McCaffrey: Mobile should become more of a connector between multiple communication channels and not just a stand-alone application or campaign. Although a mobile campaign can survive on its own, I think it’s exciting to consider integrating it into a larger communication mix. We know consumers carry their mobile devices 90% of the day so consistent message delivery becomes a huge benefit to our clients in conjunction with the other ways they are receiving information. This is especially important for businesses or brands whom are seeking innovative and cost-effective methods for increasing revenue and raising brand awareness.
DP: Are there specific types of campaigns that are seeing greater ROIs in an economy like this?
JP: Consumers are getting more a more comfortable with digital consumption, especially on their mobile devices. With approximately 2.4 billion mobile subscribers worldwide, the timing is right for most businesses to go mobile, even in a down economy. In fact, if we’ve learned anything from our most recent election, President Obama built and maintained his reputation through a heavy amount of digital programs. He delivered messages that motivated people to act or respond – via web and mobile.
Almost 70% of mobile phone users have responded to a marketing driven text message, whether it is a direct response or redemption driven SMS campaign. The most successful campaigns, in my opinion, utilize point-of-purchase, on-packaging, or other marketing programs to encourage consumers to opt-in for SMS promotions along the lines of coupons, prizes or simple product updates.
DP: Can you share any success stories where B-M has involved mobile?
JP: I am hopeful that everyone at BM has texted GoGreen to 484848 at this point! The Clear2Go SMS campaign was truly a connector to all facets of the launch program the Burson pulled together for Applica to build awareness of the impact that bottled water has on the environment. Consumers were able to and still are able to add their individual pledge to help reduce disposable bottle use. We are providing weekly updates on goals attained and are also using the platform to send product updates as appropriate to keep raising awareness of the Clear2Go brand.
