For many businesses, non-profits and even government agencies, mobile marketing is a fantastic way to reach new customers and extend the reach of existing services. More people around the world access the Internet via a mobile device than a PC. In the US, it is expected that by summer 2012, most mobile phone users will be smartphone users. This means they will be constantly connected to the web, always have a browser, and able to interact with any business or site at any time and any place.
You should be prepared. You should not, however, make many of the mistakes that others have made when reaching out to mobile users.
Do not spam. Customers probably want to receive your relevant text messages. But you should nonetheless make sure to have an opt-in and opt-out mechanism. You also want to send your messages out at the appropriate times.
Similarly, you should be prepared for instant response. If you send out a text message, all recipients can instantly see the message and respond. Is your site available? Do you have the resources to respond to inquiries? Is the offer, say, clear and concise? And speaking of resources, remember that even smartphone users may have noticeable bandwidth caps. Your message should not needlessly consume their data plan.
Send the appropriate message – and file. You should not ask your customers to download a coupon, for example, and have to print it out, when sending it via mobile. This is not a limiting aspect of mobile marketing! Remember, smartphone users, for example, can access video, music, maps. There are simple click-to-call functions that can be embedded in your location entry or digital coupon, for example.
What about your website? It should recognize a visitor that comes from a smartphone or tablet and present an optimized version of the site for their screen.
Apps. If you offer an app as part of your marketing, it should be well tested and available at least on Apple’s App Market and the Android Market, which are the two most popular app market platforms. That said, your app will be one of several hundred thousand. Make sure you cross-promote it and the app can stand on its own. Do customers know what benefit the app provides? Is it free? Do you offer links that can take them directly to the app download site? The app should be more than just another advertisement. Provide real value! Better still, consider integrating your app with social media efforts. Let your app users promote their use on Twitter and Facebook, for example.
The mobile market – and thus mobile marketing – is growing by leaps and bounds. Along with the tremendous opportunity there are pitfalls. Of course, if you have questions about mobile marketing, or concerns about its effectiveness, Fanggle can help. Remember, also, that while different, mobile is not limiting. True, the screen size is smaller, for example, but the device is more personal. A mobile device is linked with a person, who is at a particular place, in a particular time. What are their needs? Their wants? How can you offer them enhanced value? Know that and your mobile marketing campaign can be a huge success.