How to catch attention and avoid stepping on landmines.

Mobile social media marketing has really opened up the global economy and changed the ways people interact. The prevalence of social media, has enabled people to keep in touch, people to people, from one side of the world to the other. The new information which opens us to the world and are critical for us to connect are just a tap of the finger away.

However,

Ubiquitous of the mobile device has enabled companies to reach customers anywhere and at any time.

Some people may have liked this feature but I always find that a little annoying.

Social media has opened up the global economy in the we interact. But as Kaplan discussed his time and space model, I also wondered, about the alternative effects. Is ‘space timers’ really the way to go?

Mobile marketing would open up a world of new possibilities for companies and consumers, however companies would also need to carefully integrate their activities to avoid being a nuisance.

Whilst mobile usage has grown in the large number of BRIC countries ( Brazil, Russia, India, China) and mobile marketing has been the main proponent of reach and market penetration (Kaplan,2012), however a growing number of customers are becoming wary of commercialized marketing.

The 4 Is of Social Media Marketing

I thought a good campaign should aim to engage not disrupt and below I will explain using the Britney example of how to capture customer attention using the 4 I’s of social media.

Kaplan 2012, has used the model to illustrate that the correct way of using mobile social media marketing would be to:

• Take account of user preferences and interest (Individualization). This would have been easy with the Britney campaign, as it would have been targeted at fans with high degrees of consumer knowledge (Kaplan 2010.) It utilities a pull strategy to draw people in.
• Integrate your activities into your user’s life to avoid being a nuisance. Britney has done well in this regard as the campaign involves a follow up of the tour in a causal and lighthearted message tone.
• Initiate the creation of user generated content. By- constantly updating customers about the tour, Britney has also given her fans something to talk about.
• Involve the user through engaging conversations which was the point of the message. Delivering the updates through the form of a text message means that the celeb can communicate with customers as if they were friends. This also leaves more room for a buzz. Customer generated content has been proven to be way more effective that firm generated content. The act also enables a closer sense of connection between them.

To conclude, social media has obviously changed lives, and, it is exciting to see where the future would lead from here. I believe the constructive use of social media would avoid the threshold of consumer dissatisfaction. 

A truly successful campaign should have the following qualities:

• Engage not disrupt
• Deliver a cause.
• Relevance
• And more importantly it should aim to shape customer decision making and thinking process through a series of micro-moments. (Veyna, 2019)

Reference:

Kaplan, Andreas M. “If You Love Something, Let It Go Mobile: Mobile Marketing and Mobile Social Media 4×4.” Business Horizons 55.2 (2012): 129-39. Web.

Veyna, H. (2019). How to Use Micro-Moment Marketing to Capture Your Audience. [online] Act-On Blog. Available at: https://www.act-on.com/blog/micro-moment-marketing-capture-audience/ [Accessed 9 Sep. 2019].

Weekly ppt slides.