“Die Zukunft ist lokal, mobil und sozial” – dieses Mantra wird mir jeden Tag wieder bewusst, wenn ich die Entwicklungen beobachte. Heute habe ich ein spannendes Interview mit Cami gemacht, das vor allem den mobilen Aspekt näher beleuchtet und spannende Einblicke gibt. Die Amis haben schon was drauf ;-). Viel Spaß damit!
Hi Cami, please introduce yourself.
My name is Cami Zimmer and I am the President of a company called Campaign Touch. Campaign Touch is a mobile strategy company that focuses on helping clients with SMS/text, mobile website, mobile app and mobile marketing strategies. We also do digital/online display and SEM.
How did you get into internet marketing?
I was in a direct marketing business for 5 years and quickly learned the importance of online marketing. I grew my business from marketing on Yahoo/Google. I was antiqued with how well it worked, when done correctly. I wanted to learn more and searched for a digital marketing position; which lead into mobile.
What are your most successful projects?
I am currently working on mobile apps for state political parties in the US and Canada. The mobile apps will be finished mid-September and will provide voters a way of keeping track of various political candidates; their events, their positions. They will have a badge and rewards system for completing various tasks like: (1) Friending on Facebook, Following on Twitter, sending mobile/digital links to friends, donating to the campaign, volunteering for the campaign.
I am also working on a few non-profit mobile applications that will help with branding, fundraising, member services and more.
What are the biggest challenges for your business over the next couple years?
The biggest challenges I see are helping clients understand the mobile world. With Smartphone usage increasing so quickly, it’s important for businesses to understand they need to have a mobile presence. By the end of 2011, smartphones will outsell PCs and by 2014 there will be more physical smartphone devices globally than PCs. Regardless of your business – art, music, products, services – if it isn’t a necessity to be able to reach your audience via their mobile device, it will be within the next 12 months.
And where do you see the best opportunities?
I see the best opportunities in working with small to medium sized businesses. Large companies already have a mobile strategy in place. It is within the last 6-9 months that I have seen the small to medium sized companies starting to talk about a mobile strategy.
Is there anything you would do differently?
No. I think that when you own a business, there are always mistakes made. And it is from those mistakes that we learn the best life-lessons.
What is the best advice you have ever been given?
Keep going! Never give up. Believe in yourself. Most people start their own business and quit before they succeed. If they would have just kept going and not given up, they would have experienced success. I recommend finding a mentor to help you with this. I have the best mentor, the CEO of a mobile company, who has been monumental in teaching me about believing in myself and always moving forward. If you can find a strong mentor to guide you through the valleys of business, you can make it.
What are the most valuable hints you would give someone who is just starting out?
Work hard and stay positive. This type of business requires long hours and hard work. When you go to bed at night, you should be able to say: Nobody worked harder than me today.
What are your preferred information sources about the internet marketing world?
- I enjoy the Mobile Marketing Association (MMA) http://mmaglobal.com/main
- The IAB is great: http://www.iab.net/about_the_iab
- I always start my day off with reading ClickZ http://www.clickz.com/
Anything else you would like to point out?
Now is the time to start talking about a mobile strategy for your business. The market is still young and underutilized, but you must have a mobile strategy.
Your mobile strategy will help you determine the customer journey. The customer journey is the most important of all your goals, because if you get it right, then you can achieve all your other goals. Mobile is the opportunity for brands to communicate directly with customers. It’s a very addressable channel, and the always on nature of it means customers are always reachable.
What should a mobile strategy look like?
First determine what your ideal channels are going to be. SMS/text? Mobile website? Mobile app? Mobile marketing?
A large part of your mobile strategy will really be about defining your customer’s experiences. User experiences for mobile are like science you can’t afford to get it wrong. It is about getting into the daily lives of your targets and how they unfold and determining the best point of interaction.
The second part of your strategy is in profiling your customer.
What do they like? When do they like to receive it? What are their consumption habits? You can’t do this randomly or assume that you know your audience.
Your next step is to determine what your brand perception is going to be. How you will raise awareness. You have to do your research, and think of ways to use mobile to influence the target at the moment of the purchase decision. You want the end user to associate your brand with a mobile experience, not just a promo code that can be copied by the competition.
Here is a great quote: “If you are not winning, you need to change your strategy. If you didn’t have a strategy, you should get one.”
Cami, thanks for the interview!