Some industries absolutely must use mobile marketing to survive, but using it well can be difficult. There is so much to learn both on the marketing side and the technical side. Read on to learn how you can easily and effectively integrate mobile marketing into your business plan.
Older cellphones cannot properly display the same sites as newer smartphones or tablets, so your links need to lead to different sites for different phones. If you use a flash player on your website, only provide the cellular link.
Do not send too many offers on mobile platforms. Stick to the essential ones. With this you know that your customers will not tire from your messages and look for to see all you have to offer.
It is important to have your own dedicated short code. The price tag is higher, but this will help to protect your brand. Doing this will also protect you legally.
Every successful mobile campaign should have a home base. Your mobile presence should be about driving people to the home base, or keeping in touch with people who already visit your home base. Do not ever base everything completely on a mobile marketing campaign.
Remember who you are talking to if you are going to make phone calls, they are people whose lives you are interrupting. Realize that is an issue and act accordingly.
Check to verify that your mobile web site works on every popular mobile web browser in use. It’s important that your messages work no matter what type of phone your customer is using. It’s going to be a lot easier for you to use a simplified message, rather than trying to make a custom message work across all platforms. Mobile marketing and the KISS principle work well together.
Be sure to test mobile websites and ads on multiple mobile devices. Some mobile devices use special browsers, and others have limitations based on their screen size or resolution. Your website and content might look different on each device. Your mobile marketing campaign should be tested on all popular devices, to be sure that it looks right on each one.
Creating a mobile app with lots of helpful information for your target market is a great mobile marketing strategy. Any apps that give users helpful hints or useful information are wildly popular. You can use your app as a lead-generation tool for other products, or sell the app directly for profit.
Understanding how mobile marketing works is very important if you want to use it to help your business reach as many people as possible. The points in this article have hopefully given you a better understanding of how mobile marketing can work for your business. Use the pointers presented here as a starting point.
With all the technology that is now available, content is being consumed in many different ways and on many different devices. While desktops and tablets are big players in the game, mobile devices seem to have a big influence on click through rates and browsing. In 2013, mobile content marketing will generate a large return on investment if done properly.
We gathered research from our corporate blogging platform client, Compendium, and email marketing software client, ExactTarget, to show the impact of mobile marketing over the past couple of years and what is yet to come. When all the data was put together, there were some startling findings:
- Open rates on mobile devices have increased by 300% from October 2010 to October 2012.
- Mobile email creates twice as many conversions as social activities or search.
- Mobile may not mean “on the go.” 51% of US mobile users browse, search, and purchase on mobile devices at home.
- Web visits on a mobile or tablet device are highest on Thursday at 15.7%.
- SMS marketing messaging is becoming more popular, with 31.2% of agencies using this tactic to increase click through.
What is the state of mobile content marketing? Get in the game, or lose the opportunity for click throughs, conversions, and engagement.
The study in question suggests that 70% of marketers will ramp up their mobile budgets in 2013.
“A lot of brands have spent far too much money on mobile applications,” Scott Forshay, a mobile and emerging technology strategist for emarketing company Acquity Group, tells Mashable.
The time for greater emphasis and financial backing on mobile marketing has finally come.
This year, mobile ad spending in the U.S. is expected to reach $2.6 billion. That includes spending on display, search and messaging-based formats. And another estimate shows mobile advertising on smartphones will be a $5.04 billion industry by 2015.
“Of that $2.6 billion spent, $2.5 [billion] of that was probably wasted,” Forshay admits. “Probably the biggest error brands have made as they venture into mobile is that they think mobile is the same thing they’re doing for the website, just down to a 4-inch form.”
“Mobile users are not tethered to a desktop. They need timely information to drive them into stores with positive purchase intent,” he says, adding that marketing on mobile devices “will need to be timely, personal and contextually relevant (people expect their phone to be customized to who they are), in order to work.”
Article Source: http://www.mobilemarketingwatch.com/mobile-marketing-budgets-to-balloon-in-2013-24180/
The restaurant and food industry is embracing the mobile movement more than other business sectors, according to a new infographic.
DudaMobile, a service that makes websites mobile ready, found that restaurants and food services from pizzerias and bakeries to food trucks take 28% of the total percentage of small to medium-sized businesses that have a mobile-friendly site.
This category is far more advanced than other industries looking to reach out to smartphone users, including professional services such as locksmiths and attorneys (16%), health and wellness including spas and salons (10%), travel and tourism such as hotels (8%) and automobile/transportation (6%). Retailer was number six on the list (5%) for small to medium-sized businesses.
DudaMobile also noted that nearly 20% of visits to a mobile-optimized website result in an immediate call to the business.
The infographic also noted that 70% of smartphone owners use their device while shopping. In addition, about 51% of business travelers use mobile devices to find out information while on the go.
For a full look at which industries are embracing mobile, check out the infographic below.
Article Source: http://mashable.com/2012/06/14/mobile-adoption/
The versatility of mobile as a marketing tool is one of its biggest assets. Arguably, also, one of its biggest problems – for a new brand coming to the mobile channel new, there’s so much you can do that the problem is knowing what you should do.
Think about the modern day mobile phone for a moment and, in particular, the differences between a smartphone and a PC. On the down side, the phone has a smaller screen, so whatever you do in marketing terms to a PC audience, you can’t simply assume you can do the same stuff on a mobile.
Then think about all the advantages the mobile phone holds over the PC. The first and most obvious one is that we all tend to take our phones with us wherever we go. If we see something out on the street with a call to action, such as a shortcode (a five-digit number often seen on outdoor posters) or a QR code, we can use the mobile to react instantly to that piece of marketing
Then think about the phone’s camera. Naturally, this enables the user to take still or moving images but, allied to an augmented reality app, it can serve up a totally different view of the world, one which can tell the user what’s going on around them at that moment, simply by holding up the phone in front of them.
And because the modern smartphone knows not only where you are, but which way you are pointing, you only have to turn around with the phone in front of you to see what’s going on in the other or opposite direction.
So if you’re in the business of selling houses, for example, you could create an augmented reality app which lets the user see which houses are for sale around them, simply by holding the phone in front of them. It’s something the online estate agent Findaproperty.com has already done.
Now put yourself in the shoes of a marketing director for a big brand which has got its online act together, is active on Facebook and Twitter, but has not yet got to grips with this mobile thing.
Where do you start to make sense of the marketing opportunities it presents? And how do you avoid being blinded by the technology and producing something you think is very clever, but which offers little value to your customers?
Well I think a good place to start is with those customers. Ask them what services you could serve up to their mobile phone that would be of some value or utility to them. For a retailer, it could be an app or a mobile site that enables customers to buy from you whenever they have a couple of minutes to kill. Many retailers, in fact, have gone down this route.
It could be a way of locating your nearest retail outlet, branch, cash machine or post box, and finding out about any special offers that you are running at that moment – it could simply be a way of keeping up to date about the latest news from the brand.
In the early days of mobile marketing, following the launch of the iPhone in 2007, and the Apple App Store the following year – actually, mobile geeks will know the early days were actually around the year 2000, but 2007 is when it really started to gain some momentum – most brands’ answer to the question: “What should we be doing on mobile?” was: “We should be doing an iPhone app.”
Today, thankfully, things have moved on. While an app may indeed be the answer for many brands, offering, as it does, the opportunity for a deep, rich engagement with their customers, most are taking a bit more time to examine the question in greater detail.
This, indeed, is why the mobile marketing business is experiencing such rapid growth; marketers and budget holders are realising there is so much more to the world of mobile marketing than apps.
Many are taking a more rounded, holistic approach that embraces apps, but also, mobile-optimised sites, mobile advertising, mobile coupons and tickets, location-based services, and customer relationship management programs based around mobile messaging to customers who have given their permission for the brand to send messages to their mobile phone. At the last count, Marks & Spencer had more than 1 million customers opted in to its mobile database.
Those brands that got in early are now reaping the rewards, having learned what works and what doesn’t, while most mobile marketing activity was well away from the public glare. Those joining the party late are at least joining the party, driven by the results their peers have experienced on mobile, and are now shouting about.
Marks & Spencer has been shouting louder than most. Last year, it revealed it had taken an order for more than £5,000 for kitchen units via its mobile-optimised site. More recently, in May 2012, it reported that its revenues from mobile had increased by 300% over the past 12 months.
In May last year, Domino’s Pizza revealed that it had taken £10m in orders though its mobile properties, including apps and a mobile-optimised site. Then in October, it announced that it had taken £130,000 in orders through mobile devices in a single day.
These are figures that are hard to ignore, and they are helping marketers overcome one of the biggest challenges they face with any new channel – securing the budget to try it out.
As more success stories emerge, and more funds are released, so more brands are embracing mobile, recognising its unique power as a one-to-one communication channel, with the important proviso that before it is used for any direct communication, such as a text message sent to a customer, for example, it is vital that the customer’s permission is sought and obtained.
At Mobile Marketing Live on 1-2 October at the Business Design Centre in London, we will be exploring the challenges and opportunities presented by the mobile channel in more detail. Leading brands such as the Guardian, Barclaycard, Debenhams and Domino’s will discuss their experiences using mobile marketing. If you’re trying to move from what you could do on mobile, to what you should do on mobile, it’s a great place to start.
Location-based advertising is nothing new, but mobile has brought it to an entirely different level and the numbers tell the story: BIA/Kelsey predicts explosive growth for mobile local advertising over the next four years, from $784 million in 2011 to $5.01 billion in 2016!
So if it’s local customers you’re after, check out these recommendations for reaching them with mobile:
1. Build a mobile site.
At the risk of sounding like a broken record, I’m going to list this as the first step, with the key benefit being discoverability. A customer looking for a shoe repair shop in his area is most likely going to plug those keywords and a city name into Google. Make sure your business can be found and deliver an experience that is optimized for mobile.
If you need help getting started, check out How to Build a Mobile Website.
2. Optimize for search engines.
As with your desktop site, search engine optimization (SEO) is a mobile must-have. However, mobile is different – searches tend to be task-oriented and location-specific. Cindy Krum from Mobile Moxie suggests the following in an article from Bluetrain Mobile:
- Set up proper device detection and redirection to your mobile site.
- Optimize meta data (title tags, alt tags, etc.).
- Spend some time on local SEO, meaning get your business information listed in local search tools like Google Places and Yelp.
3. Invest in paid search.
Last year, Google released a study showing that 89% of paid search clicks are incremental to those from organic search, meaning that they would be lost if a paid search campaign were stopped.
Don’t neglect this powerful tool for driving local mobile traffic. Google offers a number of mobile-specific ad formats, some of which are tailor-made for local searches (“Location Extensions” or “Ads with Offers,” for example).
4. Run a mobile display campaign.
Mobile display affords marketers almost limitless targeting capabilities. Aiming for the businessperson contemplating lunch in her area? Run a campaign targeted to business publications, from 11am – 2pm, targeted to a specific city or zip code. Just don’t refine too much or you won’t have an audience!
5. Combine geofencing and SMS.
We’ve sung the praises of SMS here before. When combined with geofencing, which is the practice of creating virtual fences around locations like stores or offices, the result is very powerful. A user could enter a geofence around your store and receive an exclusive SMS coupon!
It is especially important to develop a geofencing campaign that is relevant to individual customers, doesn’t message too often and respects privacy. Consider Placecast and iLoop for such an initiative.
Mobile presents marketers with new ways to reach local customers more effectively than ever before. Today, pick one of the tactics above, contact a vendor or your agency and get started today!