August 29, 2012, 11:44 AM

How to better reach customers on their mobile devices

A MMCF speaker will discuss ways to improve mobile marketing efforts

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With the ever-growing incorporation of mobile phones in our daily lives, it’s become more important for retailers to reach customers on the devices, says Brandon McGee, director of Dell’s Global Mobile team. McGee will offer insight on how to reach mobile consumers in his presentation at the Internet Retailer Mobile Marketing & Commerce Forum 2012 in San Diego during the October 8th workshop in a session called “Mobile chief maps out mobile marketing.”

Dell, one of the world’s largest producers of personal computers with web sales of more than $4.6 billion in 2011, started to work with with e-mail marketing vendor e-Dialog last year to create a mobile-specific e-mail marketing campaign to promote the launch of its first mobile app for Apple and Android. With the help of e-Dialog, Dell’s mobile e-mail campaign posted spectacular results, McGee says. The open rate of the mobile e-mail was five times higher than that of the standard desktop version that accompanied it, and downloads of Dell’s app increased five-fold overnight, propelling it to a #17 ranking in the App Store’s shopping category.

McGee says retailers need to simplify their methods when it comes to mobile marketing. “Our core mobile strategy is to be contextual, simple and timely,” says McGee. “We decide on functionality based on those three principles.”

In the session, McGee says attendees will learn about the importance of having good reporting tools in place as they embark on mobile marketing campaigns. They will also come away with specific tips on how to improve the creative execution of their mobile e-mail designs, as exhibited in Dell’s mobile solutions deployed in 160 countries all over the world.

Internet Retailer’s editors asked McGee to speak because of his years of experience as the head of Dell’s global mobile operation, as well as his past experience in the mobile marketing industry. 

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