Mobile Marketing 101
Over the years, the mobile phone has come a long way. What started out as essentially holding a brick phone has evolved into a sleek mini-computer that fits into your pocket. This capability has opened up new opportunities for businesses to reach their customers. Given this information, the ability to create a connection with these customers should become a key focus of a business’s marketing strategy through developing mobile marketing efforts.
Here are some of the basics to mobile marketing that are measurable:
We’ve previously blogged about creating an optimized website through responsive design. It’s crucial to reiterate this point as the mobile user experience (UX) can affect the conversions your website produces. Having a desktop-only website can potentially cost you these conversions. So, with the creation of a responsive website, there is a lot to consider with varying devices, screen sizes, and other technologies.
Our mobile phones are literally taken with us everywhere we go. Whether it’s underwater (with a case of course!), on a train, or at home in bed, it’s there as our trusty companion for a few minutes of time-killing, or hours of browsing and shopping the internet. Isn’t it worthwhile then to create a website that is very visual with concise pieces of text that customers can easily navigate? The experience needs to be pleasant, and as easy as possible to follow through with a very visible call-to-action.
Are you curious about your own website traffic and how much of that is generated from mobile views? You can find out through Mobile Report in your Google Analytics.
Short Service Marketing (SMS or Text messaging)
SMS marketing is one of, if not the most common, delivery method for mobile marketing. Ask your customers for their phone numbers to opt-in to receive relevant, marketing messages. Seeking permission here is vital to the success of this method, as pushing out untimely and unsolicited messages is the quickest way to receiving angry notes from newly ex-customers. By receiving permission first, you’ll already have a target audience to whom you can inform or market your products or services.
Location Based Service (LBS)
LBS marketing utilizes the Global Positioning System (GPS) on a mobile phone to pinpoint the user’s location. Stocked with this information through an existing app or mobile advertising campaign, a business can target customers with exclusive offers as they come within a certain radius of the business. This in turn will entice potential customers to stop in and check out that same business.
Whether it’s people clicking your call-to-action, responding to your marketing text message, or taking advantage of your location-based offer, you will be able to pull detailed analytics to determine how effective your campaigns have been.
Mobile phones are everywhere. Embrace mobile marketing and your business will be everywhere too.