Digital Ecosystem

Twitter: A Mobile Marketing Communication Tool

Twitter and mobile marketing aren’t usually thought of synonymously–but Twitter is actually one of many gateways to mobile communications that marketers need to consider.

So why is Twitter a gateway for mobile marketing?

  • User’s want their Twitter updates wherever and whenever they go. They extend their Twitter feeds to their SMS messaging or other mobile Twitter  management apps like Tweetie.
  • People want ongoing communication from a company if it’s beneficial to them. This is especially true of business people who love when important updates are immediately brought to the surface. For instance, if you’re in the marketing business, the NielsenWire updates are extremely beneficial to receive, via Twitter SMS, because their message frequency isn’t annoying and the information they publish may provide important fodder for your next meeting.

It is essential that a brand/product have something beneficial to say. Without a compelling message strategy the media gateways won’t be effective. If your company does not have something truly beneficial to offer—Twitter is not a tool that will benefit your company.

Twitter should be respected for the power that it posses as a technology that is accelerating in its mission to achieve critical mass. Exactly how it will manifest for marketers in the future depends on how people use it.

The Importance of Creating a Digital Marketing Ecosystem

Developing a clearly defined digital marketing ecosystem is essential to fully realizing the benefit of all digital activities within an organization. Digital marketing strategies, and the myriad of tactics to support them, are rampantly spreading through all marketing departments of a corporation: e-commerce, individual brand groups, CRM, corporate promotions, etc. Furthermore, these departments are implementing these activities internationally as well. This results in many different digital organisms that exist within a corporation. This article discusses the need for an organized digital ecosystem.

Developers and software companies tend to take a holistic view of the digital ecosystem, and there are conferences and blogs dedicated to this topic. However, they don’t discuss, in depth, the fact that marketing communication opportunities and issues exist within the digital ecosystem. To identify and address these, a corporate marketing lead needs to take a holistic approach and view their marketing activities as part of a digital ecosystem. By applying their marketing lens to the digital marketing ecosystem, profits can be maximized. I believe this process of defining a corporate marketing ecosystem should become a new layer of optimization within corporate marketing.

To begin optimization of the digital marketing organisms, within a digital ecosystem, marketers need to become digital ecologists. They need to study the relationship between all of the digital marketing organisms and their digital and human environments.

To begin this study, digital marketing ecologists need to have a comprehensive understanding of how the digital organisms currently operate within the framework of the digital ecosystem. As a start, two different schematics, and correlating analysis, need to be created:

  • Create a schematic that outlines all digital organisms and map how they connect to each other.
  • Outline all offline communications, and overlay how these affect all of the digital organisms.

Once the schematics have been developed, a comprehensive understanding of how the digital marketing organisms operate can be achieved, and an in-depth analysis can take place. Identification of opportunities and issues will emerge, and digital ecosystem optimization can begin.

For a digital strategy consultant that understands how to assess and optimize the digital marketing ecosystem, please contact jenni@weluvdigital.com or 323.828.8137

 Scroll to top