How Not To Blow $75,432: Consumer-Brand Social Mobile Commerce
We have lots of clients who have wanted to explore the mobile platform.
Nothing wrong with that. These social/mobile engagements run about $12-50k each — hard cost. Inclusive of administrative soft-cost, (a marketing manager at $70k, working half-time for 2-3 months), we’re talking about a $25k-75k investment.
That means that if your company doesn’t have a million-dollar marketing budget you probably don’t need to read the rest of this post.
The upside: you’re getting in front of 200k-1.5M consumers and prospective consumers. In their pockets. At a sweet 5-cent CPM.
As far as brands and vendors go, we certainly have our preferences, but our recommendations really depend on a few different factors.
1. Current CRM: What CRM system is the brand using? We’d make a pretty different recommendation if the brand was using Salesforce’s SMB product instead of Sugar CRM. Not all mobile social media solutions are created equal, and we want to make sure that there’s a next-action prompted from how the consumer interacts with the solution.
2. Next Action: What the heck to you want people to do once they receive your SMS or use your brand’s mobile application? (BTW, next action is not to be confused with “desired social share” – one is a call-to-action, and the other is promoting your application/offer).
- Order a drink at a bar?
- Go purchase dog treats at Safeway?
- Walk up to their friend and show them their phone?
- Download a trailer for a creepy movie) ?
3. Desired Social Share and Sharing Benchmark: What social-sharing action do you want the user to engage in? Do you want them to share this mobile action to their Facebook profile? To other friends via SMS?
If you don’t tell your consulting team up-front what social share is needed, good luck getting anything even remotely “viral” on a mobile device.
If your brand doesn’t have a sharing benchmark from previous social web engagements, we’ll need to calculate a competitive sharing benchmark for you.
4. Supply Chain Compliance & Documentation: If the other entities in your supply chain (i.e. retail channel partners, big eCommerce fulfillment partners) aren’t totally briefed on how this thing works, then they’re going to have a hell of a time shipping your Mineralize Eye Shadow , once it’s ordered via mobile.
5. What Carriers Your Customers Use: If a majority of your customers are using a “budget” carrier like Metro PCS or a mainstream carrier like AT&T , makes a difference, especially if there’s going to be a mCommerce component. We’re not going to recommend a given app or action if your customers generally work with a carrier that limits them to $5 purchases, via SMS.
To get more mobile commerce tips, drop us a line .
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