Through the course of this six-part series on mobile innovation, I have explored the incredible innovation moment that mobile provides today's marketers, and illustrated a set of strategies—ranging from innovating brand engagement and sales channels, to innovating product offerings and customer experiences.
Which brings me to the sixth segment—and the final innovation strategy that will close this series: innovating value propositions through mobile.
Value propositions are the heart, soul, and epicenter of a business, because they reflect an organization's market positioning while communicating the core promises that companies make to their customers. In the hierarchy of marketing, value propositions reign supreme: where tactics are foot soldiers and strategies are generals, value propositions are high priestesses. And though value propositions themselves are conceptual, their byproducts are not—as all products, services, strategies, and tactics work in concert to support and deliver on each company's value proposition.
And we marketers take our value propositions very seriously, laboring intensely over their creation, fighting fiercely to ensure all products and programs support them, and working tirelessly to make sure they evolve to ensure their ongoing relevance.
Though a company commits to living by the philosophy set forth in its value proposition, that proposition is not forever set in stone. Rather, value propositions need to be revisited and revamped when developments, changes, and shifts occur—as when a company is seeking to reposition itself within a new industry, promote a new line of products and services, or sell to a different set of target markets.
But through mobile's capabilities and tools—and herein lies the innovation—marketers are able to move their brands into bigger, broader market positions that provide exponentially greater value propositions to their customers.
By focusing not on the brand, but on the bigger picture of the goals, needs, desires, problems, and passions of their customers, marketers can wield mobile to increase their brand's value through new benefits, solutions, tools, and utilities.
What, then, is the result of innovating value propositions through mobile? Brands can now be better partners to customers, provide more robust solutions to their broader problems, help them achieve larger goals, and play a much more bigger role in their customers' work tasks and life events.