- by Rory Ramsden
Back in the day, you built pre-pre-launch momentum and then went into your launch sequence focused on building your product launch conversation uniquely on your launch blog.
It doesn’t take a genius to work out that the game has changed since then
Today, if your product launch marketing strategy does not include social media and mobile, you are missing out big time.
The old way involved driving traffic at your salespage. Now you can integrate Facebook into your launch and from there it is a short step to Twitter.com and Linkedin.com, not forgetting Youtube.com either.
The important point to note is that these 4 sites attract massive amounts of traffic and offer mobile Apps so that your prospects can access your pages whether they be at work, at home or on the move. And you can reach out to them too.
According to Comscore, 30.8% of smartphone users accessed social networking sites via their mobile browser in January 2010, up 8.3 points from 22.5 percent one year ago. Access to Facebook via mobile browser grew 112 percent in the past year, while Twitter experienced a 347-percent jump.
YouTube Mobile is enjoying increasing usage, with hundreds of millions of video views reported for m.youtube.com for each month, and 75 percent of users saying that they access YouTube primarily from their mobile phones.
Again according to Comscore, check-in service users, defined as those accessing services such as Facebook Places, Foursquare and Gowalla, had heavy skews toward 18-24 year olds (26.0 percent) and 25-34 year olds (32.5 percent) in relation to both the total mobile audience and the overall smartphone audience. They were more likely to be full-time students (23.3 percent) when compared with total mobile (14.6 percent) or overall smartphone users (16.5 percent).
Nearly half (46.4 percent) of check-in users were employed full time, slightly less than the percentage of smartphone users who were employed full time (53.3 percent). Both check-in service and smartphone users were more likely to be employed full time than overall mobile users (38.9 percent).
The facts speak for themselves.
Marketers have avoided integrating a proactive mobile marketing element in their product launch strategies for too long. Now, just adding a few social media buttons on the bottom of each post you make is simply not good enough.
Now plan your ‘total’ product launch marketing campaign using all the tools at your disposal. Something we call the ‘Friction Free Product Launch’
Integrate your mobile site, static opt in pages and your Iframed pages on your Facebook business page – or Linkedin business page – into your launch strategy and create a fully optimized marketing campaign.
YES… it is possible to see a good return on your investment if you just rely on driving traffic to your blog but NO… you are potentially missing out on the viral aspect of social media as well as not reaching your customers on the move.
Find out more about the Friction Free Product Launch, contact us now