How do you do it?
First, you need to decide which strategy you’ll be using to get your message out and then you can craft your message to fit the strategy.
There are several mobile marketing strategies/tools you can use to reach your customers on their mobile devices and we’ll list them here. It’s beyond the scope of this report to go into extreme detail for each. Your mobile marketing consultant will be able to help you make the right choices for your business.
Mobile Text Marketing (SMS)
SMS stands for Short Message Service, also known as text messages. Most cell phones are capable of sending and receiving text messages. You’re limited to 140 characters and that is enough to get a short message out, link to a website or send out a coupon.
We’ve already talked about the great open rates and conversion rates for text messages. This is the # 1 strategy to implement, even if it’s your only Mobile Marketing strategy.
Multimedia Messaging Service (MMS)
In addition to sending text, you can also send audio, pictures and video in an MMS message. You can get quite creative here with your marketing message and distribute it easily through phones. Does not work on majority of non smart phones.
Mobile E-Mail
Despite the increase in popularity of text messaging, emails are still a good way to get a message out. You’ll observe people checking their emails all day long, in a variety of locations, because they have their mobile phones with them. This is an affordable and acceptable way to market via mobile.
Mobile Internet Sites
The increase in smartphones which have the ability to surf the web means that your website should be formatted to be mobile friendly. People on the go tend to search for basic information, such as phone numbers, addresses, and hours of operation. They’re trying to make quick decisions and do not usually have the time to read a complicated website when on the go. You need to make sure you have appropriate, easily findable information on your mobile friendly website.
Mobile Applications
Mobile applications are computer programs that are installed on mobile phones. They are used to provide capabilities, such as looking at a checking account balance or playing a game. Applications can also include your marketing message. They can be a great way to get your message out.
Interactive Voice Response (IVR)
With all the capabilities available on the mobile phones of today, we might forget that their primary purpose is to make and receive voice phone calls. IVR technology allows us to send and receive voice calls from people without having a live person answer the phone at your end.
Mobile Social Media
Social media has been a driving force in the growth of smart phones. It’s very easy for folks to participate in social media conversations throughout the day using their phones. You can take advantage of this trend by incorporating a mobile social media strategy in your marketing.
Mobile Advertising
Mobile phones present a great opportunity to advertise to a broad potential customer base, in addition to your targeted customer base. Google, recognizing the importance of the mobile industry, recently bought AdMob, a mobile advertising platform. You know if Google thinks it’s important, we should also pay attention.
Mobile advertising involves placing ads in mobile applications, on websites, and in text messages, to name a few.
Mobile Commerce
It is possible to arrange for an immediate purchase of not only digital downloadable products, but also of retail products using your mobile phone. Your mobile phone can literally be used as a digital wallet using bar code scanners and mobile point of sale systems. You’ll want to consider setting up a mobile commerce program, if you sell any products which can be downloaded or shipped out.
Proximity Marketing
Mobile phones are capable of showing the exact geo-location of the person using the phone. This capability can be used to target buyers in specific geographic locations with messages appropriate to their location (e.g. mall stores offering coupons to mall shoppers or restaurants texting a 2 for 1 dinner special to those in their vicinity). This type of marketing is receiving attention because of the potential for timing the promotions as needed (e.g. slow day for a restaurant or clearance sale in a store).
The geo-location capabilities of phones are a great reason to focus on local internet marketing for your business. You definitely want your mobile website to be found when consumers are searching for a local business to go to. You also want to invite consumers to communicate with you, when they find your website because of your great local web presence.
A local internet marketing consultant can help you with your local internet marketing program.
Mobile-Enabled Traditional Media
Mobile marketing can only be done with the express permission of your customer. You can use traditional media to invite them to opt-in to your list. An example of this would be a sign in your store window or near the cash register inviting the customer to text to a number which will respond with a coupon code or scan a QR code which will take them to a web page where they can opt-in.
QR Codes
QR Codes will be explained in the next section.
Mobile marketing provides businesses with an efficient, fast, and highly cost-effective tool for reaching out their target audience in new ways. It helps companies engage with their customers through direct subscription based ad campaigns and the results are almost immediate. Thanks a lot.
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