Mobile Marketing: Delivering Your Message to the Palm of their Hand

Mobile marketing is the latest craze in the advertising world. It’s not surprising when there are currently more mobile phones than TVs, desktop computers and laptops combined. In fact, reports show that mobile internet traffic will exceed desktop traffic in 5 year or less.

Who do you know that doesn’t have a cell phone these days? You cannot walk down the street or drive to work without seeing a myriad of people with their phones glued to their ears. And they are using them for much more than just making phone calls. Today’s ‘smart phones’ are more like mini computers, being used to surf the web, check email, communicate through social media, download apps and play interactive games. Simply ask anyone using a smart phone if they’ve heard of or played Angry Birds and Words with Friends this week – I bet they know exactly what you are talking about!

What better way to reach people in today’s fast-paced world than to send them an advertisement or marketing message right to the palm of their hand? Mobile apps make it possible for people to bank, pay their bills, ask questions of businesses and get answers almost instantly. QR codes take them to web pages, product videos, coupon offers and much more. These are just some of the ways that brands are using mobile marketing to engage with customers, no matter where they are. Here are some others:

Mobile Websites

This is the first step in developing a mobile marketing campaign. Viewing web pages that were developed for a large monitor on a tiny screen is sometimes frustrating. Even more annoying is trying to visit a website that doesn’t even show up in a mobile web browser. This could be one of the fastest ways to lose a customer to your competition. Your website doesn’t have to be mobile-ready but it should at least be mobile-friendly.

Developing a simpler, easier to way to navigate your website makes the pages more desirable for the user. Provide the customer with something meaningful or engaging. People often turn to their mobile phones for a source of entertainment while waiting in line, or waiting for the train – so why not include a short product video rather than static content.

SMS Text Messaging

Sending your customers a text message is a great way to reach them at a low cost. Recipients will have the option to opt out if they do not want to receive further messages. One way to get them to opt in is by providing mobile coupons. It is a good idea to offer something that is not offered by email or direct mail coupons – something that is unique to them. Mobile coupons are also a great way to go green! Text messages are also a great way to send out reminders of upcoming events, appointments or special promotions.

Back to the Basics

While implementing mobile marketing, it is important to keep basic strategies in mind. Make sure you still develop a clear objective and decide on a strategy to reach your target audience. (Tip: Use location to target consumers close to your business.) Make sure you are using appropriate channels to spread your message, keep it engaging and be creative!