Information Technology Reference
In-Depth Information
and only allow brands to contact existing and potential customers via 160
character SMS or by direct voice calls. The current collection of 3G mobile
phones offers the opportunity to engage customers through rich content and
greater interactivity. With the increasing numbers of 3G users, the possibility
to reach customers directly anywhere at anytime, as well as the sheer size of
the global mobile population, is enormous. Luxury brands have the potential
to use mobile technology not only as a communications channel, but also as
a sales and client engagement channel. And mobile technology is in constant
evolution, therefore latecomers will have a lot of catching up to do.
If the question “How can luxury brands approach content-based mobile
applications?” is still nagging in your head, then read on.
For starters, when designing mobile marketing or mobile retailing initia-
tives, luxury brands have to ensure that clients will experience its value on
all levels and are able to relate it to the universal brand experience across
other channels. This basically means giving them a coherent experience and
ensuring that their contact with the brand is enriching and enjoyable. That
means also ensuring that:
•
the initiative is not and will not be viewed as intrusive.
•
it is designed in such a way that the user is reassured of the privacy of
their personal information and their control over its use.
•
the client's authorization is obtained before bombarding them with mar-
keting content, in other words that they “opt-in” to use the service.
•
the relevant content is provided to the right people, in other words tailor-
ing the message to be appealing to the recipients.
•
access to the mobile service retains an element of exclusivity and control
whether in terms of timing, location or client group.
•
the application enables customization and personalization on some level
whether through product suggestions or matching client preferences
or enabling them to customize the appearance of their pages within the
application.
•
the application allows them to share the content with others or to transfer
it to other devices like computers or protected web pages.
•
the application enables a two-way conversation with the brand by allowing
users to provide feedback.
•
the application is a part of an integrated marketing program that is linked
to other channels which users may also access.
•
the mobile initiative is practical and easy to use. Nobody has time for
complicated applications anymore.
•
the application is interactive, engaging and visually stimulating. If it's
boring, people will just simply move on.
•
the application is consistent with the brand image and positioning.
•
the factor of third-party dependence for integration and execution is con-
sidered and that this does not affect the client.
