Q&A with Martina Doherty, Financial Marketing Guru

Marketing takes its form in a variety of ways: print, digital, TV and radio, and much more.  One form that has seen incredible growth is mobile marketing.  Marketing via a mobile platform provides industries and corporations with intimate access to their consumers.  It is a great way to expand a marketing strategy, and it is relatively simple.  We sat down with Martina Doherty, financial marketing guru, to get some tips for refining and using a mobile marketing plan.

1. How would you define mobile marketing?
I would define it as targeted SMS (short message service) marketing to relevant target   audiences – either based on demographic or location

2. Do you think that mobile marketing is a necessary component of any marketing strategy?
In a B2C (business to consumer) environment, definitely – especially as mobile devices become more and more popular across all age groups and demographics. For a B2B (business to business) audience I don’t think it is so relevant.

3. What factors influence the amount of a company’s investment in mobile marketing, in comparison to other forms of marketing?
[This is] too difficult to answer in isolation without knowing what the company’s overall business and marketing objectives are – and its core demographics.  For example, if it is a company selling luxury cruises to 60+ age group, I would say it’s not a huge percentage vs. Starbucks on every corner.

4. How would you describe the relationship between social media networks and mobile marketing?
It is a close one, as all these networks are available via mobile devices so mobile marketing needs to incorporate this.

5. Are there certain industries that you think should increase their presence in the mobile marketing arena?  If so, why do you think they are they not participating?
I am honestly not very aware of those industries that use mobile marketing a lot, but I would say for any industry not participating it’s because of lack of knowledge about what it entails and/or relevance to the audience.

8. What advice would you give to a company looking to launch a mobile marketing campaign?  Where should they start?
As for any company looking to launch any campaign, knowing your audience is the foundation of any campaign.  Also in the UK, knowing that your target has opted in to receive this information via mobile is crucial for data protection issues [EDITOR’S NOTE: This also applies in the US].

If you are looking for more from Martina, be sure to check out her website, www.martinadoherty.com.  Her company, MD Marketing Communications, is a great resource for strategic marketing, corporate branding, internal communication, and much more.  Also, if you want to follow the mobile life of a consultant, check out Up in the Air. It’s good fun!

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