Keys to mobile: relevant info and value exchange

Coverage of SXSW 2012 in Austin, Texas, is provided by Next Issue Media.

For large businesses and brands trying to stay competitive, “going social” has become the new normal. However, best practices on how to implement an effective social strategy – particularly through mobile devices – is still in flux.

Jeff Hasen, chief marketing officer for hipcricket and author of the upcoming book “Mobilized Marketing,” explained at SXSW last week that even though smart phone penetration in America has exceeded 100 million, the access granted to marketers is not innately lucrative.

Smart brands are now seeking innovative ways to develop a more meaningful relationship with their customers.

“The big answer to the question of what is working,” said Hasen, “is relevant contextual information and a good value exchange.”

Hasen described personalized advertisements as being directed at consumers who raise their hands when asked if they want to know about a specific product of brand, which he contrasts with Groupon, which he considers a poor example of social marketing.

“I’d argue that there is nothing more irrelevant to me than eyelash enhancements and flying trapeze offers,” said Hasen, citing two particularly irrelevant ads pushed to his smartphone by Groupon.

Hipcricket has helped many companies, such as Macy’s, enhance their mobile marketing strategies.

“You can reach consumers on their phone in the most personal way, assuming they’re willing to have an interaction with you” said Hasen, “and if you don’t it’s a huge missed opportunity, and more importantly, your competitor will beat you to it.”

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