Information Technology Reference
In-Depth Information
which is critical to the success of any mobile marketing initiative. Relevance
is also essential in order to add value. This means that consumers expect the
content to be highly relevant to them as individuals. The very personal nature
of the mobile phone compared with other media demands an approach to
individual relevance and personalization.
Luxury brands will therefore have to do more than the current practice of
sending information based on user preferences or targeting particular times
of the year like birthdays, Christmas or Mother's Day. Relevance means
more than just getting the right substance or content to the mobile user. It
also includes format and style, medium and timing of the message. This must
be carefully managed because the mobile can be more intrusive than other
means of communications due to its ubiquity and personal identity. Also, the
personal identity of the mobile device is a difficult aspect to manage. Luxury
brands need to understand the degree of personalization needed to maintain
relevance. At the same time, they also need to be careful not to appear too
personal since some people may not appreciate the idea of the brand appear-
ing to be too friendly (for example, beginning a message with “Hey Mickey”
instead of “Dear Michael”).
Mobile technology now enables luxury companies to connect with cus-
tomers before, during and after the shopping experience. It provides oppor-
tunities for brand awareness, need generation, influence on the purchasing
decision, customer experience and service improvement, as well as brand
affiliation, which leads to frequent purchases. It can also enable brands to
create customer databases that allow the direct measurement of campaign
effectiveness as well as more effective future campaigns thanks to the stor-
age of data on customer preferences. Mobile has the power to inscribe luxury
brands permanently in the consciousness of consumers across all demo-
graphics. As the most personal and one of the most powerful media in our
expanding wireless world, mobile technology presents an undeniable express
connection between luxury brands and clients. However, before jumping on
the mobile bandwagon luxury brands must ensure that the implications of
using mobile technology as well as the suitability of this medium for cus-
tomers within their specific target groups is well understood. Otherwise, the
risk on the long-term brand equity would be higher than the cost of adopting
mobile technology and this may not be worth it after all.
As we look to the future, it is clear that mobile technology will play a role
that is even more significant than the possibilities described here. Evidence
already indicates that there are existing technologies that enable mobile phones
to pick up and read dynamic data on objects carrying micro chips that don't
require any contact to be activated. These micro chips, which are already
increasingly replacing bar codes in consumer goods, will enable interac-
tion with different kinds of products without touching them or even being in
close proximity to them. For example, with a few clicks on a mobile phone we
would be able to check the origin, composition and use of different kinds of
