Mobile, Email, and the Consumer

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In most organizations you have separate initiatives for email & mobile. Plus it is rare to find these digital marketing initiatives tied directly to traditional marketing programs. Most people look at email and mobile as a cost benefit program because it is cheaper to execute than other direct marketing programs.

What makes things myopic is that marketers measure these programs with a time to redemption clause - 'you can get things done quickly.' Very few organizations are beginning to invest in email and mobile to build branding across channel.

While marketers like that you can track both these channels, they tend to track things separately. As a consumer you may get an email offer and a mobile offer. Both offers are tracked, but there is little coordination between what was offered across channels, and worse, almost no leveraging of one channel response into the other.

In an ideal state email and mobile should not be looked at as an email program & a mobile program; but rather think of them as a consumer marketing program. The consumer comes to you because you provide value. This value could be information, products, services, or special deals. Your focus should be on engagement and how the offers can be simplified as they are served up to the consumer.

Marketers should make it very easy for the consumer to communicate back with them. They need to leverage the consumers feedback into how the consumer can be approached on the 'other channels.' The more the user is engaged, the more feedback they provide - the more interesting your content can get.

Are you leveraging user generated content into your mobile & email mix?