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Syniverse CMO: How to optimize your brand’s mobile strategy, part 5

testing mobile strategy testing mobile strategy

Testing and iterating are key to any effective marketing campaign. Mary Clark, CMO of Syniverse, outlines what to look out for after implementing a mobile strategy.

Test, iterate, succeed, is the mantra which any marketing strategy, mobile or otherwise, should have in mind during every step of the journey. 

The purpose of your brand’s mobile journey is to optimize your relationship with your customer on their terms, using the right data, the right platforms and the right messaging. But what could be right today may be wrong tomorrow, which is why testing your mobile strategy continually is important.

By this stage, part 5, your strategy has been created, tested, used, and hopefully enjoyed to great effect.

Each customer and employee mobile touchpoint has been documented and understood by your strategy, and updated as time has gone on and you’ve learned more about what your customers want, how they like being contacted, and how best your brand works to fulfill these wishes.

Ultimately, however, it should be clear how successful your mobile marketing campaign has been.

This penultimate post then is about a campaign’s success, and which factors stand in the way of that success.

The very start of your journey asked you to define the objectives that you want to see from a mobile marketing campaign.

Your objective could have been to increase consumer engagement with your products, before detailing which demographic you were looking to engage, across which geographies, and for which selection of products or services.

Based upon these targets, your strategy then asked you to choose the right technologies and partners in order to help your brand see these results over time.

Several steps later and we have reached a results stage: have all, or any, of your objectives been met?


Start by analysing measurable factors.

Looking at the data, have you seen the uptake in conversation across social media that you were hoping for? Has a particular region responded well to the messaging campaign? Or has some of the objectives fallen flat since part 1?

On a more specific level, has a particular customer spent more time on the mobile device since your campaign launched? Has there been an increase of interactions per customer?  

It should be fairly obvious where your strategy is working and where it is not, but before you start asking questions, it’s good practice to place your findings in context so you can check for external influencing factors.

Globally, mobile market penetration stands somewhere around 60%, and that’s only going to increase as new markets open up and developing markets gain traction. Placing your findings within a context of geography helps you to think about what steps you should take to either extend your success, or re-evaluate your strategies.

Northern America, western Europe, and parts of southern Asia all use mobile abundantly in their working and social lives, on the whole, which is where your mobile marketing strategy should focus. However, customer habits change frequently across these continents, and if you haven’t factored any regional quirks into your blueprint, this may affect how you meet your objectives.

With that taken into account, and assuming your own analytics and teams have been working to schedule, it’s time to look at other reasons your campaign isn’t hitting objectives.


Are your customers happy?

This is the first question you should ask yourselves. Has the messaging been sent at the right times, using the right tone, to the right people? If a customer has expressed a different way of communication to your expectations, has that been taken into consideration?

It’s important that your brand is seen as an enabler of what a customer wants to do, and not a disruptor, but if the feedback seems to reflect the latter description, spend time working on becoming less selfish with your strategies and revert back to what the customer wants.

This is a relatively rare problem to experience so late in the campaign, but it’s important to not become complacent in how you treat consumers.

We turn now, however, to an altogether more common issue raised around this point.

Meeting your objectives is not just the product of your own brand’s initiative and planning, but also that of any partners or technologies you have adopted – are they working optimally with your campaign?

Syniverse has a client, and we found that one of its biggest challenges in implementing its campaign was actually in the partner it had chosen to execute its messaging.

The client had prepared for a mobile text and video messaging campaign well; they had had creative teams in place to make sure user design was appropriate, every senior executive from Chief Technology Officer to Chief Innovation Officer was on board, and they had outlined clear, achievable objectives before anything had been sent to a customer.

When it came to measuring and comparing results, however, alarm bells rang.

Messaging delivery rates were low, which affected click-throughs and engagement data, and the problem originated with the size of the partner they had chosen to deliver on these parameters.

In this particular case, the small provider couldn’t handle the complexity of the roaming and roaming data, which then grounded the campaign. This serves as one of the best lessons Syniverse has come to share: choose the right partner.

Test, iterate, succeed, does not just apply to your own way of working, but also to the partners you work with.

Now your brand has had a chance to pull together the required metrics and products in order to pull off a messaging plan, it’s time to iterate and change whatever is holding you back.

If it’s a partner – as is more often than not the case – it’s about choosing wisely next time.

If it was roaming complexities that was the issue, as above, make sure your next partner understands the entire network and has the capabilities to deliver your objectives using its service.

Test, Iterate, Succeed

In short, make sure that every objective you have outlined can be fulfilled. Level-set your combined expectations so you both know that X number of messages needs to be sent to this location, at this date, with a set level of interaction visualized.

What is your partner’s approach to failure like? You need a company that’s fast and flexible, but with experience to maintain a level head and think of solutions; failing in a mobile marketing campaign is absolutely fine, so long as the same mistakes are kept to a minimum – simply test, iterate and succeed again until you’re happy with the results and the customer is happy with your service.