Using Military Tactics To Win The Mobile Marketing Battle

John Foley, Jr.
Posted on in General

Does mobile marketing sometimes feel like a constant battle? That wouldn’t be too surprising. You are battling against not only your competition, but against technology, your audience’s expectations and misconceptions and even your own shortcomings. It’s not as easy a situation as being able to pinpoint one “enemy” and then trying to figure out how to conquer that enemy. It’s a lot more convoluted.

But in the end, when it comes to mobile marketing, you know winning the “battle” is important. Winning means you turn prospects into customers. And one-time customers into long-term customers. And you want to win.

It’s easy to end up scattering your resources and failing to overcome obstacles, especially if you lose sight of your overall goals. But if you keep in mind some basic military tactics, you can stay on course and make headway as you march forward with your mobile marketing goals.

First off, you need to maintain your position and stay in control. This is not a time to implement a major overhaul of your brand, or change up all of your other marketing methods. Mobile marketing should help you expand your reach and further develop your relationship with your audience. It should not be divisive to your overall goals. Nor should it replace or eliminate other marketing strategies.

This is a time to figure out how to incorporate mobile marketing into your total strategy. You want to integrate it so as to make your position stronger. You want to stay in control of all of your marketing endeavors.

Next, you need to use natural cover and do some serious reconnaissance. What is your competition up to? How are they penetrating the mobile market? Check out their social media accounts and see how they are engaging the target market. Look at their offerings and how they are presenting them in order to build relationships. Try out their QR codes and check out their mobile apps. You should be evaluating all of their mobile marketing efforts in order to not only see what your “enemy” is up to, but to discern any flaws that you might be able to exploit. What weaknesses do you spot in their mobile marketing efforts that you can work to your advantage?

Using knowledge you gather through reconnaissance will allow you to secure your position. But be aware that just as technology has changed warfare over time, so has it changed the landscape of marketing. And mobile marketing is evolving at seemingly breakneck speeds. You need to stay on top of the technology in order to best use it for your advantage so you can win the mobile marketing battle. Thankfully, there are a lot of allies out there to help you stay on top of the technology part, and this includes

You can also use the element of surprise by introducing some fun or slightly different (different than your typical methods of operation) marketing messages into the mix. It’s important to not lose sight of your overall goal or to stray from your brand, but surprise can definitely help you gain some ground in your mobile marketing campaign. Contests, discounts, fun surveys and more can all be integrated into your goals to surprise your audience.

One military tactic that you should definitely steer clear of is deception. At no point is deception helpful to you in a marketing sense. It can only cause a severe blow to your reputation and you will have to battle hard and long to gain back trust with your audience.

Incorporating certain military tactics into your overall mobile marketing plans can help you gain ground over the competition and move forward toward your end game. Think strategically, secure your position and don’t over-do it with the element of surprise and you will find yourself reaching your mobile marketing goals.



Truvia and Swarm Marketing

Tom Barry
Posted on in Inspiration

When you check in on Foursquare to a location that has 50 or more people, you will notified of a “swarm.” As a sales and marketing person, I absolutely love this. This tells me that there are 50 or more people at this particular location, and they all took the initiative to check in. They are interested and engaged.

So as a marketer, how do you capitalize on this? We are tasked with developing a campaign that gets the word out in a big way, without being intrusive or overbearing. There are brands that have taken to this idea and not only found a solid customer base, but have cultivated a highly loyal following. Like bees on honey, they swarm.

If you have an idea that would benefit from being marketed to a large amount of people with the same geographic characteristics, why wouldn’t you?

A recent campaign that has utilized “swarm marketing” is a product by the name of Truvia®, a sugar substitute. It is currently running a campaign called, “Turn Your Town Truvia.” At the moment, the campaign is in the discovery and education phase. Fans can nominate their favorite eatery to carry the product, which is touted as a natural, healthy alternative to sugar. This campaign is using top radio talent in different cities to drive folks to engage. The incentive is the chance to win prizes up to $5,000. All of these drive traffic to an easy to use Facebook app.

They collect small amounts of data from each participant, and encourage them to share with friends. Their strategy is working because not only did I remember it, I felt the need to write a blog about it. The multichannel approach drives people to one place that offers incentives and spreads awareness. This is truly swarm marketing.

Give the bees something sweet to buzz about, and they’ll swarm. Now find a way to capture them and develop a relationship.

Now a question for readers. Is marketing to the swarm a smart way to approach a new or developing niche or will it be too invasive, and turn people away from your product or service? Sound off in the comments or on Twitter, @iflymobi!

Learn more about mobile marketing best practices here.

Mobile Minute: Holiday Shopping

Lou Cimaglia
Posted on in News

Trevor Foley, fresh off his first semester as a college freshmen, marks his triumphant return to 21 Concord Street by sitting down with our Sales Executive, Tom Barry.

As you can tell, Tom is very excited to have Trevor back.


Here are some more holiday stats for your viewing pleasure.

A Mobile Success: FX Doing It Right

Tom Barry
Posted on in Inspiration

So what, exactly, is the purpose of a mobile website? Mobile is such an amazing medium because it changes the way we live personally and the way we do business as marketers.

Mobile should be fresh, relevant, and brief. When someone visits your mobile website, they probably know exactly what they are looking for. It might be a phone number to call you, or just hours of operation.

I was just talking with the CEO, John Foley, Jr., and he summed it up perfectly. “People are looking for that one stop shop, instant gratification and quick experience – that’s what mobile is all about.”


With that said, I have to give credit to FX for their fantastic mobile strategy. Their mobile sites provide exactly what you need right on the home screen, with the opportunity to access more if you would like. I accessed two of their sites recently, “Always Sunny In Philadelphia” and “Sons Of Anarchy.”

Having never seen their mobile sites, I was going in as a full-time user looking for one thing. I was looking for the air dates of “Always Sunny,” after seeing an ad during an episode of “Sons,” which is my favorite show.

A quick search led me to a fantastic mobile presence. Not only was the pertinent information very visible, it offered a select number of tabs and social networks. Information is great – but give me too much and I might not see anything you actually want me to see.

I then proceeded to the “Sons” site, which was also very well done. One feature I enjoyed was the ability to download mobile wallpapers right from the site. My iPhone now has a lock screen and background image from “Sons Of Anarchy,” I feel like I am practically in the club! Now THAT is what I call a mobile experience.

You may not have the resources of FX to create such a highly customized presence, but never overlook the functionality and best practices they employ. Provide your audience what they want on a mobile device and make it easy for them to consume it.

The more you focus on this approach, the better the sentiment you will receive from your customers.

Follow me on Twitter and sign up for my webinar!

Webinar Announcement: 5 Inbound Marketing Best Practices

Lou Cimaglia
Posted on in News

On Thursday, December 13, at 2:00 pm EST, Tom Barry and myself (Lou Cimaglia) will be hosting a webinar entitled, “5 Best Practices of Inbound Marketing – And How Grow Socially Can Help.”


Register today!

Holiday Shopping With Mobile – Crazy Statistics

Lou Cimaglia
Posted on in News

iMobiTrax recently posted a blog titled, “19 Crazy Stats Showing Holiday Shoppers Are Going Insanely Mobile.” Some of the stats really impressed us over here, and we had to share some of our favorites.

  • “42 Percent of people this year are checking for deals and specials on their mobile device”

  • “37 Percent of people are browsing stores online via their mobile device for products of interest”

  • “33 Percent of mobile device users are search for product ratings and reviews”

  • “With 10% more people buying mobile devices this year for Christmas, it doesn’t come as any surprise that more than half of all consumers want a tablet.”

  • “63 Percent of people want and iPad 3 or iPad this Christmas”

  • “87 Percent of people are purchasing from tablets because of consumer product reviews”

  • “41 Percent of people on mobile devices are checking Amazon for competitive pricing”

There are plenty more, check here to see the rest!

For more mobile news, follow iFlyMobi on Twitter.

Photo Credit

Infographic: Catching Up & Getting Mobile

Lou Cimaglia
Posted on in News

Our own Michelle Jollymore created this incredible infographic about the the growth and usage of QR codes and mobile technology. Check it out!

Cyber Monday and Mobile

Lou Cimaglia
Posted on in News

CNN recently posted a video about the “Cyber Monday” shopping craze and the increasing presence of mobile commerce.

Click here to watch the video.

The video notes that Cyber Monday spending is expected to top $1.5 billion this year, an increase from last year. Emphasized was the importance of online and mobile shopping, and the increased usage of eCommerce.

Also talked about was Facebook’s foray into eCommerce. The new “Buy A Gift” feature allows you to send gifts to your friends without ever having to leave your home.

The video goes on to say that, “your smartphone has blurred the line between in-store shopping and online shopping.”

Another CNN article addresses the idea that Cyber Monday, and Black Friday, for that matter, are no longer relegated to the days that they were named for.

“Cyber Monday’s original appeal, as the first weekday after Thanksgiving, was access to quick Internet speeds while at work,” says CNN Money writer Julianne Pepitone. “But now broadband at home is ubiquitous, and consumers can also shop on a slew of mobile devices.

“And so retailers’ online deals stretch well ahead of Cyber Monday — in some cases, nearly a full week before.”

Follow iFlyMobi on Twitter for more mobile news during the holiday season.


Holiday Travel and Mobile Apps

Lou Cimaglia
Posted on in News

Ever been stuck in a long airport line a day or two before a big holiday? Odds are, you have. And it is no fun.

Of course, here at interlinkONE, we love any new type of mobile technology that comes out, especially the ones that make holiday travel a little bit easier.

Virtually all of the major airlines have adopted this mobile approach, designed to increase efficiency in airport terminals. An article on Mobile Commerce Daily earlier this year quoted a spokesman for Southwest Airlines and their shift to mobile.

“’As an airline, we know our customers are constantly on the go, and the feedback we have received in focus groups lets us know how best to communicate with our customers,’ said Chris Mainz, a spokesman for Southwest Airlines, Dallas, TX.

‘It is important for us to give access to our customers to book tickets on Southwest in a manner that suits them, and mobile is an important part of that strategy,”’he said.”

United Airlines has an extensive mobile app as well, and their site says the app can alert passengers of flight booking, check in and mobile boarding documents, flight status, flight reminders, seat maps, frequent flyer account access, airport maps and flight view.

Wherever you travel this holiday season, be safe. Be sure to give mobile a try this year, and let us know how it worked! Tweet us @iflymobi!

Mobile Commerce In 6 Easy Steps

Tom Barry
Posted on in Inspiration

Hard to believe, but the holiday shopping season is upon us once again. This year will be marked by the influence and growth of mobile commerce and its broad acceptance from holiday shoppers.

Your company most likely has crafted a marketing plan to capture the attention of your audience. Have you been thinking “mobile-first?”

Know your customers. They are busy and they are on the move. If you sell products on your desktop website, why wouldn’t you incorporate that into your mobile site?

Get started with mobile commerce using iFlyMobi. Here are six steps outlining how to add mobile commerce to your mobile site.

Step 1

Add a new page on your mobile site that provides a call to action for your mobile storefront. Click the button that says +New Page (drag and drop).

Step 2

Update your page basics to drive traffic to the mobile store.

Step 3

Drag your  Buy-It-Now button into your mobile website.

Step 4

Click to add payment info and select payment method.

Step 5

Fill in information for online purchasing and update block.

Step 6

Start selling mobile! If you are ready, we’ll give you the tools and teach you how to boost your mobile marketing efforts. Give me a call at (978) 674-8080 or feel free to register for one of our iFly 15′s. just click here.