5 ways to amp up your mobile strategy
Mobile marketing is a set of business strategies that enable organizations to communicate with people in an interactive and relevant manner through any mobile device. Although how you do Mobile Marketing is different than what you might be used to, why we mobile market remains the same: to delight, engage and sell! Mobile Marketing is special in that it requires your audience to opt in and is therefore a great way to create a highly engaged lead list. Another way mobile marketing is unique is that your audience is more likely to respond to your calls to action. They are engaged, opted in and ready to communicate via their smart device. So let’s take a look at some of the most popular and cutting edge strategies available to you on mobile.
- Mobile Messaging. Messaging comes in two flavors; SMS (Short Message Service) which is your traditional text only message and MMS (Multi Media Messaging) which can include pictures, videos etc.... This is an incredibly powerful channel as 80% of mobile device users send text messages daily and most messages are read within 4 minutes. Talk about access! Wow! The best way to leverage this channel is to set up shortcodes. Shortcodes are numeric codes that can be acquired from your wireless provider that act as URL replacements. Using your shortcode you can send a text to your audience that reads something like this: “text ‘shop’ to 99999 and receive a 10% coupon towards your next purchase.” This will drive engagement, loyalty and most of all revenue!
- Mobile Web. More people are accessing the web via a device than a PC, so it is imperative that you have a delightful presence accessible via any mobile device. For many companies, their mobile web site is the primary access point for their entire business, a virtual front door. To properly leverage the mobile web you need short easily consumable content that is appropriate for the web. Location, contact information, breaking news and promos are all appropriate for your mobile presence. But the executive team bios, well…not so much, that kind of information can be left for a laptop. Furthermore, it needs to load fast and properly on all devices, so testing is going to be key. Other things to consider when developing a mobile website, make sure it is compatible with touchscreens and that it is integrated with social.
- Mobile Apps. Mobile apps are built for the mobile platform and can be used online or offline. On average people are using 6 – 10 of these apps per month. Typically, mobile apps are designed to entertain, inform or make specific tasks easier and are intended for target audiences that are already on mobile. The benefit to you is that you will gain opted in users, engage them in a deeper way and collect more information about their preferences and motivations. Before endeavoring to build your first app, first ask yourself, what is the value to my target audience and to myself. Furthermore, even if you do determine you need and app, there are over 2 million apps available so it will be difficult to break through the noise, make sure you pair this channel with killer marketing and promotional campaigns.
- QR Codes. QR Codes are also known as Quick Response Codes and are used to quickly download content onto a smartphone. Usually this is done by taking a picture of the QR Code or scanning it. According to InternetRetailer.com more 50% of shoppers at brick and mortar stores have their smartphones with them and 40% of those are comparing prices while the shop. Smart companies are including QR codes not only in their stores to get special discounts in real time, but including them in their emails, direct mails, business cards and post cards.
- Augmented Reality – Augmented reality is a live view of the real world enhanced by computer generated output as seen through your smart device or displays such as Google Glass. The key to successfully deploying AR is to make it truly valuable to the user and integrated with their traditional buying journey. For example, IKEA has an AR app that lets users see how furniture will look in their living room before they buy it. Cover girl has an app that allows users to see how different types of makeup will look on them without actually applying anything. Researchers at Harvard University have found that integrating AR apps into the buying experience generated a positive feeling for the technology and the products and more importantly lead to higher sales.
Before going through the cost and time of deploying a mobile strategy you should ask yourself, is my target audience on a device, will having access to my mobile channels be beneficial to them when they are out and about? If you are answering yes, then it’s time to get mobile.