From Why Mobile to Where Within the Customer Journey

Written by: on February 12, 2018

The Art of Mobile Persuasion Podcast, Jeff Hasen (Mobile Strategist)

The Art of Mobile Persuasion is a book written by POSSIBLE Mobile’s Mobile Strategist, Jeff Hasen. Jeff’s podcast is a play off of his book and discusses how the world’s most influential brands are transforming the customer relationship through courageous mobile marketing. Jeff provides actionable insights on campaigns, trends, and technologies for the world’s most innovative marketers.

Episode 27: From Why Mobile to Where Within the Customer Journey

The “Year of Mobile” proclamations have finally ended. There is no doubt that mobile has become an increasingly important part of the marketing mix, but we have more work to do. Gartner’s Noah Elkin returns in part 2 of Jeff’s interview with actions to take to run more sophisticated mobile programs that amp up the return on investment. Find more about this episode in the post below.

How to Make Measured Bets on Mobile and New Technologies

One can argue that finding the balance between aggressive and passive has been the leading challenge facing marketers in this era of new technologies, devices and screens.

In the hopes of assisting, I’ve again turned to the experts to help us navigate.

Hank Wasiak, former vice chairman of McCann Erickson WorldGroup, has adapted his thinking over more than four decades in the advertising business.

“To me, the key thing when looking at something is to be early and fast,” he told me in an interview for my Mobilized Marketing book. “I’ve been the poster child for this. You want to overthink things sometimes. You want to get it perfect but things move so fast. To me in this world, especially in mobile, iteration is more important than innovation. You can find out quickly because you’re in real time in the hip pocket, the breast pocket and in the heart of your consumers.

“You have to put on a flak jacket and get a little more risk averse.”

In 2017, more marketers figuratively donned protective gear and went for it.

“In 2016, marketers told us that on average, they were using 3.5 mobile techniques (out of a total of 13 we asked them about) and had another two in the pilot stage,” Gartner research director Noah Elkin wrote of where we are with mobile marketing.

“Fast-forward to 2017, and marketers now have 4.3 tactics live on average, and are piloting 3.1, representing a combined increase of 33 percent.”

How do we repeat that progress in 2018?

Elkin told me in the second part of my The Art of Mobile Persuasion podcast interview which has now posted as episode 27 above.

“We think in a more sophisticated way about how mobile functions across the customer journey,” he said. “Not just as a separate channel and sometimes as an add-on, but how it can play a starring or supporting role at different stages.”

For example, he pointed to wireless being the optimal avenue to reach consumers in context, at the right place and time.

“Mobile plays this key function as the remote control for the whole experience,” he said.

As to other technologies that are available to us, Elkin offered recommendations on how to proceed in the areas of artificial intelligence and machine learning, and what to do with the increasing use of voice-enabled devices.

“Not that the machines are going to take over as is sometimes predicted in a doomsday-type scenario, but what are the processes? For example, how can artificial intelligence maximize your email subject line creation and testing?” he said. “That’s an area where there is a huge body of data where the speed and precision of machine learning can make a tangible difference.”

“It might make a 2-3 point difference in open rates in a single email campaign, which might not seem like so much, but if you multiply that if you are a big volume e-mailer like a retailer or a travel or hospitality firm, over the course of a month or a year, you’re talking about a significant difference. It’s not limited to email. We’ll see artificial intelligence used not just for consumer-focused marketers, but also for business to business and enterprises as well.”

When it comes to spending marketing time and money on Alexa-type campaigns, Elkin had these thoughts:

“We’re at the early stage of adoption of these devices. We’re seeing growth in the skills that these different platforms enable for marketers. I think that there are long-term implications for things like search. How do marketers optimize for search in an age of voice-driven communications? And what kind of results do you need to return as opposed to if someone is doing it on the desktop or mobile device?

“Marketers are still learning how to be conversational in an effective way in these environments. This is the time to be experimenting. That’s an area where we will continue to see evolution and innovation in the year ahead.”

And where we will see some be passive and others take a more aggressive position.

Here’s one more view, this one from Miles Orkin who previously led mobile for the American Cancer Society and is now Chief of Staff, SUMux (Search, User, Maps) at Google.

“You have to be prepared to set yourself up to fail but do it in a measured way,” he told me in a book interview. “Don’t bet that you will be the next Mark Zuckerberg (who founded Facebook).”

“If you fail, you will be selling coffee.”

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Jeff Hasen

Jeff Hasen

Jeff Hasen is Wunderman Thompson Mobile's Senior Strategist and is one of the leading evangelists in mobile and emerging technologies. He enables brands to get closer to their customers in times upended by new devices and behaviors. The results are increased sales and loyalty and businesses doing the disrupting rather than being disrupted.

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