26th September 2014

What’s the big deal about mobile marketing?

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There are many ways to communicate your message to your audience be it word of mouth, direct mail, TV or radio but one that has developed alongside technological advances is ‘mobile marketing’.

With all types of marketing paradigms it is not unusual for there to be a split between marketers who are willing to take a chance on something different when it comes to their marketing efforts; and marketers who would rather play it safe and operate with what they have already been accustomed to doing. There is nothing wrong with playing it safe, especially if you are getting positive results from your current marketing strategy. However, if you like to be innovative in your approach to marketing sometimes taking a risk on a new form of marketing communication can pay off.

Mobile marketing isn’t a new communication vehicle that marketers have chosen to advertise their products and services on. In fact, the use of mobile phones in advertising campaigns began in the early 2000’s with a greater acceptance in Europe and the USA several years later. Yet, there are still concerns as to the value and ethics of using mobile marketing.

Why use mobile marketing?

• More consumers are surfing the web using their mobile devices*
• It is a great way to collect customer data and information
• It is great for building one-to-one relationships with customers through targeted messages.
• You are better able to control the timing of exposure to messages in different environments

*In fact, according to InternetRetailer.com, 55% of all time interacting with online retailers was done on a smartphone or a tablet as of June 2013 and that trend is rising.

More consumers surf the web using their mobile devices.

More and more consumers are turning to their smart phones and tablets to research products showcased by television and mobile ads (source: Marketingland, 2013). If you haven’t got a website that is mobile optimized by now then you are cutting out a major part of your target audience. Mobile marketing has the advantage of sending messages to customers and directing them to mobile optimized pages, which, if you are an ecommerce site, can add to your revenue.

It is a great way to collect customer data and information

Collecting data and information has always been crucial for marketers who want to understand their customer. Mobile marketing offers a great way to collect customer data and information.

It is great for building one-to-one relationships with customers through targeted messages.

Once you have collected information about a customer, such as birth date, name, email and phone number, you can start tailoring your messages directly to each individual. SMS marketing can be a good way to inform customers about offers related to your products and services.

It can complement your social media marketing strategy

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As part of an integrated marketing communication strategy, mobile marketing can be a great complement in your effort targeting customers who use social media on their mobile devices. Instagram is a great social media platform to use because you can use photos and videos to promote your messages to your target audience. The benefit of Instagram is that the customer must choose to follow you meaning they have opted-in to receiving your messages.

In terms of brand image and identity Instagram has a great user interface, which showcases all of your latest pictures and videos, which gives customers a great insight into your companies activities.

Managing Instagram is something that must be considered in your social media marketing plan. If you create a profile you must keep it updated as you would with other social platforms you use.

You are better able to control the timing of exposure to messages in different environments

Mobile phones are always with us at any time of day. How many times have you left the house to realise you have forgotten your phone? Did you leave it? Or did you turn around, go back and get it? For many of us, we would rather go back and get it than to suffer the anxiety of not being with our phones. This gives marketers a great opportunity to target customers in the gap between online and brick and mortar channels.

Location based marketing is good for sending messages to mobile devices when the customer is in the right stage of their buying decision. For example, in a shopping environment a customer can scan a QR code to get coupons, providing instant coupons directly to the customer’s mobile device.

There are many great reasons to go mobile in your marketing efforts and with the increase in mobile devices and mobile optimised sites, it is clear that many companies are jumping on the mobile bandwagon.

So, if you haven’t already, consider it as part of your overall strategy which may well include direct marketing, outdoor, press and other media–and who knows where mobile marketing could take you and your brand.