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Mobile Marketing gets SOSTAC’d

August 10, 2009

Strategy in SOSTAC

After a 2 week blogging sabbatical, I would like to think I can return with a bang. I have often used SOSTAC analysis throughout my education and career when working on projects, however have never thought to apply it on a bigger scale.

So here it is; my SOSTAC analysis of the Mobile Marketing Industry.

Situation Analysis – Where are we now?

Mobile marketing is currently in what I would refer to as an ‘ideal’ position. Advertisers and agencies are experimenting with mobile (with varying success), yet there remain to be many avenues to explore and opportunities to exploit. Many agencies are more than likely making a loss on mobile campaigns, yet they are seen to be at the forefront of the industry as they produce truly brilliant work. There are however some brands and companies that are struggling to accept the importance of mobile as a marketing medium, waiting to see the bona fide returns that such an investment, and at this stage, an experimentation, can provide.

The technology certainly cannot be used as an excuse for holding it back, as the iPhone continues to demonstrate the strength of mobile application development, whilst the Android platform is creating a significant number of exciting new opportunities and ideas for the open source operating system. The wide adoption of the touch screen by handset manufacturers means that screen size has increased, and the ability to share and interact with rich media content is now a reality. Although applications are creating regular, practical improvements for handsets with access to app stores, the mobile web is still creating some issues, as web designers try to apply desktop web practice to the mobile device.

Objectives – Where do we want to be?

Mobile marketing has the potential to be the most powerful advertising channel in modern day communications. Mobile deserves to be considered part and parcel of every marketing strategy; whether digital, traditional or integrated. Its power lies not only in its personability, but in its geo-location abilities (after all, our mobiles are always on, and always on us!). This can create a world in which we can receive relevant advertising messages based on our individual preferences, as and when we may wish to receive them. Ultimately, we want people to want to receive mobile advertising on their handsets.

Strategy – How do we get there?

  • Education – There is still the necessity for industry wide education to help the various stakeholders understand the benefits of using mobile, but also best practice. I bet the majority of stakeholders do not have any concept of the 3 P’s; Permission, Preference and Privacy.
  • Acceptance – As well as education, by refining best practice we can understand how the consumer interacts with mobile advertising, and therefore develop a level of acceptance and reception. In the early stages this will be based around perfecting an opt-in model, but eventually we will need to understand how to approach this without the need for opt-in.
  • Constant Innovation – The mobile industry is growing at an alarming rate, and the technology is not standing still any time soon. It is important for innovators to remain flexible and keep their eyes firmly on the horizon. However it is also important to invest time into current technologies and not to employ the emerging technologies for the sake of using them.

Tactics – What are we going to do?

  • Invest in education
  • Listen to the consumer/citizen
  • Throw what we know about traditional theory and practice out of the window, and don’t dream of applying it to mobile!
  • Invest in man power (there is no time like the present!)

Actions – What specific steps need to be made?

Well that’s down to you! Each and every company will have its own plan, and this is where you fill it in for yourself!

Control – Are we getting there?

Lets give it a year and see!

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