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So, You Have A Mobile App… Now What? The Magnificent 7 of Mobile Marketing

Posted by Devin Cole  May 29, 2012 02:51 PM

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Feel free to read the setup to this article in this Global Business Hub post, The What, Why, and How of Going Mobile."

Congratulations, you are now well on your way to harnessing the value of your mobile strategy. Now it’s time to share the good news about your new mobile app and entice customers and others to give it a try.

Building awareness is a process with many steps and many options. Whatever the plan, it needs to start the first day of your project. Your design choices should: allow users to easily learn about and share your app through free access to a great “starter” content, have multiple reasons to share, and provide easy ways to provide feedback.

Once the app is available, include an info link (or smartphone QR Code) in all your existing media – emails, advertising, collateral, events, etc. These links need to go to sites with authentic reviews, discussions, and feedback from peers of those investigating your app.

The best way to get that authentic conversation started is to reach out directly to your best customers to ask for their participation. Next ask your industry partners to assess the utility and business models and add their own spin. Be prepared to listen and re-think your strategy. Finally, start a dialogue with your market’s “Influencers,” journalist and Bloggers. They’ll only pay attention when they see a groundswell of interest from the groups you reached out to initially.

As you are thinking about the messages that will get your user’s attention, you can find inspiration in the Magnificent 7 of Mobile Marketing:

  1. Mobile is available anytime — all the time
  2. Mobile is personalizable exactly the way the user wants
  3. Mobile provides the perfect tool at exactly the right time
  4. Mobile is great for local information and alerts
  5. Mobile provides Instant gratification to engage or buy
  6. Mobile is customer service with 1-click-to-call
  7. Mobile can deliver more immersive media

There really are no hard and fast rules or “magic bullets” to the above. The most important thing about promotion is to get creative. And remember to be polite by always waiting for your users to opt-in.

David Cutler, at Creative Business Development, helps a wide range of clients refresh their Sales and Marketing to take advantage of the ever-evolving Web of Digital and Traditional Media. Continue the conversation about your specific questions and needs on his Blog at

This blog is not written or edited by or the Boston Globe.
The author is solely responsible for the content.

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