Mobile Marketing involves the use of mobile devices to communicate with customers and potential clients. This type of marketing may take various forms but the most basic and common one is through sending SMS messages. Marketers are increasingly using mobile to reach to their customers because of the upsurge in mobile devices. Consumers are also using their mobile devices in unprecedented ways including making payments, social networking, shopping and looking for local businesses.
Marketers use mobile to introduce their clients and prospects to their brands, product and service offerings. Moreover, customers are using their mobile devices to access websites. As such, marketers are finding it increasingly important to optimize their websites for mobile or to create a mobile website altogether.
Mobile marketing has proven to be cheaper compared to traditional forms of marketing such as print media and TV ads. Due to the large number of people possessing mobile devices, it is much more feasible to reach a wider audience with mobile than it is with traditional forms of marketing.
HOW A MOBILE MARKETING CAMPAIGN BENEFITS YOU
Undoubtedly, mobile is like social media in that brands and marketers cannot afford to overlook or escape it. The modern and tech savvy consumer is increasingly using his mobile device to interact with businesses, services providers and his social network. If mobile is where the consumer can be found does it not make sense to follow him there? Some of the benefits of a mobile campaign are:
The mobile device is personal: Few people are willing to share their phone with anyone. While this may seem like a hindrance for marketers, it may actually present an opportunity. Before a consumer allows you to reach them through their mobile phones or devices, it means they have given you the opportunity to do so. Permission marketing is the future of marketing and mobile marketing is essentially based on gaining permission to communicate with your market trough this very personal device.
The mobile is mobile: Users are always carrying their mobile devices irrespective of where they are. For the marketer, this presents a great opportunity to reach out to your audience even when they are on the move. Unlike traditional marketing channels that are not functionally portable, mobile users can access messages, videos audios, websites, social media and links anytime from their devices, immediately.
Accurate Mobile Analytics: Measuring the success of your campaign is essential. Mobile phones offer a great opportunity to accurately track every action a user undertakes through their mobile devices. You can easily track SMS messages, access to a mobile site, as well as voice calls. For the mobile marketer, this means that you can accurately segment your market and target them with the appropriate marketing messages. Mobile analytics allow you to track your return on investment for the mobile campaign as well.
Mobile Commerce: Consumers are using their mobile devices to make payments due to the convenience offered by this mode of paying for products and services. Every mobile phone has a SIM card, which is an inherent payment channel. This means that users can instantly make payments for services or products, say for example after visiting your mobile website. Of course, instant payment is good business for any marketer and the convenience offered by mobile commerce is indeed attractive to many users.
An effective mobile campaign requires careful planning and using the right mediums to engage your target market. At the heart of every successful mobile campaign is a consideration for privacy; this means that you must first invest time to seek permission to communicate with your audience through their mobile devices. Without permission, you risk being perceived as a spammer. Without permission, you will not communicate effectively.
Different countries have different regulations for sending marketing messages to mobile phones. However, it is universally accepted that marketers must provide options for consumers to opt out from receiving promotional messages. Be sure to respect your audiences’ privacy even as your campaign takes shape.
As you develop your mobile marketing strategy:
• Establish your goals for the campaign: determine what your objectives are, how you will maximize the sales leads and perhaps get your target market to subscribe to your newsletter.
• You also need to understand your market: Your campaign is only as successful as how well you target your market. Researching your market will allow you to send the right message, to the right people at the right time.
• Determine the channels you will use: Mobile marketing entails the use of diverse mediums including SMS, multimedia messaging, social media, Bluetooth, social media. It is best to integrate different channels as opposed to using a single channel.
• Identity the type of message you will send to your target audience: The type of message and tone you use to communicate with will vary with the attributes of your audience. You also want to create a campaign that will encourage interaction among users. Remember to include calls to action as well as opportunities for users to share offers and content.
• Be sure to track and adjust your campaign: Analyzing your mobile campaign allows you to keep track of your success. It also offers you the opportunity to optimize your campaign to generate better results.
LOCATION BASED MARKETING
Mobile has made it so much easier for consumers to find local businesses and the deals they are offering. This has offered local service providers an unprecedented opportunity to reach out to local consumers at an appropriate time- when they are close to the business. Location based services also known as proximity marketing is certainly more feasible for businesses with a physical presence.
Services such as Foursquare can be accessed through mobile, allowing marketers to alert consumers about nearby deals that may interest them. Location based services and Bluetooth messages need to be respectful of customers’ privacy. Every country has their local laws concerning proximity marketing.
Overall, mobile marketing can really work in your favor when used effectively. Customers can easily find you and your product/service offering immediately. You, on the other hand, can engage your customers with loyalty programs, daily deals and shareable offers. It is best to offer value to your mobile customers instead of bombarding them with sales pitch.