Of all the things mobile phones are used for these days, it’s usually not making calls. Smartphones are an integral part of the shopping experience, especially for younger generations who also have the most disposable income. This demographic has also reported that it largely feels comfortable exchanging personal information for coupons, discounts, and other promos. However, like everything, there is a fine balance that needs to be hit, lest you annoy your customer base with an onslaught of texts and other mobile ads.
Consider the medium
When creating a mobile marketing plan, first consider how phones are used. Do not include anything in your digital marketing materials that are not smartphone friendly, such as links to sites that don’t load properly on mobile devices. Take this to the next step by optimizing your customer’s experience visiting your site from a mobile device, like adding “click to call” and “click for directions” buttons. You want it to be as easy as possible for consumers to get the info they need and to get to your business. Marketing technology analytics has revealed that 30 percent of mobile shoppers abandon transactions that are not properly optimized for smartphones. Another 57 abandon websites that take more than three seconds to load.
Take it easy
It is exciting to have direct access to a customer’s cell phone, but be careful not to get overzealous and breach privacy boundaries. People got pretty upset when it was recently revealed that ad beacons in NYC were used to track customer movements. Stick to sending messages to customers that have opted in and track who makes purchases from these messages. The data behind who responds to your marketing efforts and who doesn’t, and therefore what works and what doesn’t, is key in developing and updating your mobile marketing plan.
Sweeten the pot
By opting into your mobile marketing list, customers are giving you access to their inboxes and their data, so you should offer something in return. In addition to just sending advertisement blasts, offer customers on your mobile marketing list special offers, sales, and coupons. This will set the stage for a much more receptive audience.
Complete the puzzle
Mobile marketing is one aspect of what should be a multifaceted digital marketing front, which typically also includes email and social media marketing. Each channel provides its own set of results and data for you to analyze. There is no one-size-fits-all answer to these matters, so a diverse data stream will tell you what works best for each marketing platform. This information will also indicate how to best communicate given the digital marketing medium you are using. For example, text messages have a high open rate, especially when compared to emails. Mobile marketing is particularly useful for local marketing, making it a go-to tool for small businesses.
