Mobile: Powering Anytime, Anyplace Communications Why Integrating Mobile is Imperative Now

1. LITMUS
Mobile
Powering Anytime, Anyplace Communications
Why Integrating Mobile is Imperative Now
In a web-made world, consumers demand brands that are always open and
always available. Integrating mobile communications into your marketing mix gives
customers a brand they can connect with anytime, anyplace. By fully embracing
mobile, your brand can drive a constant dialogue and create effective cross-channel
program management, delivering new customer connection opportunities and
extending existing relationships. So why aren’t more brands doing it?
Countless companies want to dive into mobile marketing but are hesitant because
they don’t yet understand its complexities or potential investment returns. Instead,
they dip their feet into the mobile waters—usually when only a few dollars remain
in the budget—creating tiny communication ripples and satisfying only their
speculative need to ‘do mobile’. But what about the customer?
Brands that adopt technology based on novelty or price instead of its ability to
deliver value-added services, end up with isolated, ineffective mobile initiatives.
Customers end up disappointed. These ‘one-off’ projects not only fall short of
customer expectations, they send mixed marketing messages, fail to connect with
users, and make it difficult to measure success.
Successful companies avoid these pitfalls and
employ the valuable lessons they learned during
digital’s early days.
The web is not about replicating offline
activities, but about enhancing consumer
engagements. Similarly, when effectively
merged with online and offline communications,
targeted mobile plans offer the opportunity to
nourish customer interactions, maintain brand
synergy and improve ROI.
Integrated mobile communication offers a
location-independent, immediately-interactive
channel that engages customers on their own
turf—no matter where that turf is located.
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©2009 Resource Interactive. All rights reserved.

2. Used strategically as part of your complete marketing plan, mobile helps integrate all
customer touchpoints, extending overall brand messaging, improving the ability to
deliver on-demand content and elevating the entire experience. But how do you do it?
Driving a meaningful 1:1 dialogue and connecting deeply with customers demands
a communications plan that embraces the use and recognizes the power of mobile
messaging, marketing, experiences and commerce. From simple mobile messaging
efforts with SMS text alerts to mobile commerce campaigns that enable customer
reviews, strategic marketing initiatives have the power to engage with multi-
functional mobile consumers, cultivating effective, realtime communications and
transactions. Plus, consistently enabling conversations between customers and
brands via the mobile medium improves the ability to measure and analyze the
effectiveness of all consumer touchpoints.
Don’t Let the Newness and Complexity Scare You
If anything, urgency should be on your mind. Mobile is already a viable, important
player in the marketing mix—and its role continues to grow. Brands need to start
now to engage with mobile consumers and then evolve those programs as the
technology opportunities expand. Find the approach that will make the quickest,
most powerful impact with your consumers.
1. Build a mobile web site
Start building the foundation of
your mobile platform with small
pieces of relevant information.
Your mobile web site can start
with the basics like store locations,
specials, or nutritional information.
Gradually expand with product
information, ratings and reviews
ReadyU.com or inventory information.
Mobile site
While the audience for your
mobile site today may look
small, know that this group is
deeply engaged in the medium.
They are actively looking for you
and your services there, and the
cost of a simple mobile site is
not a large one. Plus, the mobile
audience will continue to grow.
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©2009 Resource Interactive. All rights reserved.

3. 2. Advertise in the
mobile space Sherwin-Williams
Ad/coupon campaign
While the mobile ad industry
is well-established, it’s not
yet saturated; competition is
small so your brand gets higher
recall than through other online
marketing efforts.
Remain true to the brand
initiatives while driving traffic to
the mobile web site.
3. Start texting
Deploy an SMS initiative to measure
audience reach and engagement. It can be used
literally—to achieve a set number of opt-ins or messages sent, for example—
but SMS should also be used to measure touch points in a holistic campaign. Place
different keywords and short codes into your mobile programs.
SMS is a unique and personal tactic—younger consumers’ texting has taken the
place of email for communicating with friends. Be relevant. Retailers, for example,
might use mobile price alerting and couponing because they naturally complement
current business practices. Start by targeting a region or a set of stores to test it out
and make sure your messaging and approach are effective.
Walmart
Secret in-store specials
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©2009 Resource Interactive. All rights reserved.

4. In Conclusion
By applying the lessons and best practices learned from integrating digital with
Store Our Info brick and mortar to mobile, you can: create opportunities for new relationships,
strengthen connections with existing customers, gain powerful insight into the needs
and desires of consumers, and fuel marketing in an unprecedented way. So don’t be
afraid and don’t be stuck in a silo. You can—and should—get into mobile today.
Fueled by the RI:LAB
The RI:Lab is the R&D arm of Resource Interactive. The Lab offers an innovation
mindset to make the future relevant to the here and now for our clients and their
teams. It isolates the trend swings and technological shifts that matter, and finds at
Created in Japan in the mid- their intersection new, bold opportunities for consumer engagement and competitive
90s, QR codes are an easy
advantage, while providing consumer insights driven by research and experience.
way of linking to and storing
information. If your mobile
phone has a QR reader, snap
a picture of this image to
About Resource Interactive
store our contact information Resource Interactive is one of the nation’s preeminent digital marketing agencies,
in your directory. helping Fortune 500 companies thrive in the evolving internet economy with
award-winning digital strategy, creative and technology solutions. Known for
its revolutionizing consumer insights, leading edge interactive design and
technological innovation, Resource Interactive is ranked among the top ten
independent interactive agencies in the nation.
Unique in the industry as female-founded, owned and operated, Resource
Interactive has grown over its 28-year history from its first marketing relationship
with Apple to ongoing partnerships with clients such as Procter & Gamble, Hewlett-
Packard, The Coca-Cola Company, Victoria’s Secret, Sherwin-Williams and L.L.
Bean, among others. For more information, visit www.resource.com.
343 North Front Street, Columbus, Ohio 43215
ph 614 621 2888 ph 800 550 5815 fx 614 621 2873
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FOR MORE INFORMATION, EMAIL:
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©2009 Resource Interactive. All rights reserved.