Michael Sabat, Mobile Commons

As you probably already know, the answer is to use all of these communication channels. You may have heard the term Marketing Mix. This term means something different today than it did in the days of old media, but there are still some valuable lessons to be learned by analyzing your marketing mix.

The way I learned it, a Marketing Mix describes the various messages that a company disseminates through selected marketing channels. Traditionally, the communications were pushed (one way communication) through channels like television, radio, newspapers, and maybe direct mail. The options in the 80s and 90s were vastly different from the tools available to an organization in 2008. So how should an organization evaluate their marketing mix today?

Even with 2-way, permission based marketing, your company needs to understand how to send different messages to different people through different channels. It would never have made sense to run a TV commercial over the radio trying to reach a newspaper reader, just as it doesn't make sense trying to get an instant response from business people by messaging through your company's MySpace page. Getting the marketing mix correct means that you send the right message, through the right channel, reaching the right people to accomplish your goal.

Let's focus on how mobile should fit in your mix with regard to the messages, people and the goals involved.

Goal: Instant Information on the Go

Mobile communication is perfect for people who need access to information outside of the home or away from their laptop. An obvious example is when people are making purchase decisions at a store or restaurant.

One of the most successful mobile campaigns built on the Mobile Commons platform is the Fish Phone. The Blue Ocean Institute launched a mobile application that allows users to text in the name of a fish and receive information about the health and environmental impact of eating that particular fish. In the same message they suggest healthier and more eco-friendly alternatives.

For many non-profits, influencing and educating the public is the number one goal. It’s apparent in the example above how Blue Ocean Institute can make a tangible difference in the purchase decisions of people that use the service. This is happening several thousand times every month.

Goal: Reaching Marginalized Populations

It is easy to assume that everyone has a computer and broadband access, but even in 2008 this isn't the case. Fortunately, 82.4% of Americans subscribe to a cellular phone service (CTIA Wireless Association, Nov. 2007) compared to 57% of US households that have broadband Internet connections (Bandwidth Report, Websiteoptimization.com, 2008). Text messaging is, in many cases, more common among populations under served by Internet access. Hispanics and African Americans, for example, both utilize text messaging at a rate 3-5x greater than the general population (m:metrics, 2007). Text messaging may be the best and only way to reach certain segments of the population.

Goal: Interaction at Live Events

Nonprofits are great at hosting live events. Facebook and email can help with the organization before the event, but once people are on-site, mobile is clearly the best way to help the attendees communicate: chanting is sooo early 2000s.

Among other things, mobile allows people to broadcast their opinions. A great example is the It's Our Healthcare campaign where people texted their healthcare message to Gov. Schwarzenegger. Of course, people didn't reach the Governor on his phone. Even better, the text messages were displayed on a jumbotron parked outside of the California Capitol where a hearing on healthcare was taking place. Everyone who attended the rally could have his or her voice heard and seen. Not only was this a hit at the rally (with thousands of people texting in), but the organization received tremendous attention from the press because of their innovative strategy.

Goal: Immediate Direct Response

It is the dream of every advocacy group to have supporters calling their congressman's office before a big vote. Mobile applications make this easy and straightforward. An organization can send a text message to its supporters with an embedded phone number. When the user replies "call" they are connected over the phone to a recorded message of talking points that the organization creates. The user listens to the talking points and then is automatically forwarded to a destination number, such as the congressman's office or a political radio show. Mobile technology is integral in moving an organizations base into action.

The Future

It's also important to mention the new developments arriving in Mobile technology. CRM integration, text donations, and the widgitization of content make a mobile strategy a must have in your marketing mix. In many instances, mobile is the only way to reach the right people, with the right message at the right time.

As you are cooking up the recipe that will spread your organization’s message don't overlook the one device that you take in the car, to the grocery store, and to the rally: your mobile phone.

Questions, suggestions, and reactions can be emailed to Michael Sabat at Mobile Commons, Michael@mcommons.com.