Heads down in their mobile phones your customers are on the go and socializing nearly 24 hours a day. If you want their attention you need to engage in a mobile conversation. Never before has the combination of social media and mobile marketing been more important to your interactive marketing strategy. If you want to reach customers like Samantha you need to be on her mobile phone and you need to do it socially. The New Marketing Campaign As you think about your next marketing campaign, reposition your thinking. Consumers are no longer static. They are on the move and they favor personal interaction. The modern marketing campaign needs three key elements for success: -Mobility -Social Interaction -Brand/Trust Mobile Marketing Consumers are not just using mobile phones more--they are expecting service and fulfillment. Advertisers are using text, twitter, and other social tools to deliver promotions, products, services, and customer service. Not only does it add value to your campaign, it makes it easier for a customer to have a great experience or even buy from you. This is why it is so critical for your marketing department or marketing partner to be able to think and execute in this emerging space. Static websites, glossy brochures, and flashy print advertising is increasingly a blur to busy consumers. Social Media Although mobile is fundamental to your new media marketing campaign, making it social will maximize your results. Consumers increasingly want to interact with their favorite brands. Social tools like Twitter, LinkedIn, and Last.fm are connecting highly targeted market segments, from business to music interests, into trust-based networks of consumers. Engage in conversations with your customers to be successful. Traditional marketing companies are dropping into social networks with horrid consequences. Enter into these social networks with a genuine interest in the people and their wants. If you are going to engage a marketing firm, make sure they understand the space and have an existing presence. Brand and Trust The final element to new marketing success is the building of brand and trust. This concept is significantly different from traditional branding. In new media marketing you are building credibility and trust through awareness and connectivity. This is why press releases, with a twist, still have a role in new media marketing. The new media press release should establish credibility, but also connect to deeper resources at your website and drive social following of your services. If you are considering more impact for your marketing dollar it is time to consider new media marketing. As the definitive guide to new media The Cluetrain Manifesto reminds us--"markets are conversations." Get your trust-based marketing mobile and social!
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