Mobile Must Enforce Brand Building

While mobile marketing services should cover customer needs from point of purchase to after sales, most marketers are still only using mobile marketing as a sales tool.

According to Chloé Marchand (pictured), commercial director, Air France KLM Singapore Indonesia Australia New Zealand, the long-term goal of investing in mobile marketing should be to "enhance and reinforce the image of the company's brand."

"Very often after a mobile-induced sale is made, there isn't any brand or customer relation follow up. Businesses must look into mobile tools that look after the customer, especially after a completed sale," Marchand says.

She adds that brand building is essentially making sure that every customer is considered and not ignored, even if they aren't making a purchase. Hence mobile marketing should be seen as an opportunity to create a partnership experience for an acquired customer as well as the potential customer.

Mobile video is also an avenue that marketers are slowly inching into. In a recent study by Gartner, the size of the worldwide mobile video market is projected to grow exponentially to 2.4 billion users by 2016.

Brad Rinklin, chief marketing officer, Akamai Technologies says more marketers will start leveraging on the technology to "provide an interactive experience with video on mobile."

"Right now, marketers often are reluctant to leverage that capability because it may require pushing large images to mobile devices that slow down the experience," he adds.

Mark Phibbs, senior director, APAC marketing at Adobe Systems adds that marketers need to embrace these new avenues and channels and successfully execute them in the "shortest go-to market time."

While the on-coming digital era might be daunting to some, Phibbs says, marketers need to be thankful that there are now newer channels to reach customers through new and exciting ways.

"It's a whole new world of creativity opening up to us," he concludes.