Hey, you rock star, you. You know all about innovating through mobility, right? You do the text messaging and the digital coupons. You’re even developing the app your boss wants. You’re mirroring what you have on your website. All in all, you have it under control. Yep, you can check another item off your to-do list.
And six months from now, you can start explaining why the competition is outperforming you when it comes to retaining customers, winning new business, and communicating with existing customers and potential ones through their cell phones, PDAs, smartphones, and such other mobile devices as the iPad and HP Slate.
Here’s the problem. While absolutely nothing is wrong with being tactical — and that is probably what you have been doing up until now if you think of communicating with your customers’ cell phone as “mobile marketing” — you need to do more. You must start thinking about where mobility fits into your overall business strategy. And if you are like most marketers and innovators, you haven’t done that yet. Let’s talk about what you have to do and how you can do it.
…When thinking about how to use mobility to leverage your business model to capture new opportunities, revenue, and connections with consumers, repeat after us: “I will not limit myself to mobile marketing. I will think behavior, not technology. I will master the five mega reasons people love their mobile phones so much, and I will capitalize on them — before my competition does.”
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