Mobile marketing is the new role of possibilities with endless scope for personalization and interactive sales opportunities. It is expanding at a very fast pace and it is very hard to keep up with all the things that are happening. The main key is the basics are never changing, like capturing the customer and communicating with them in a very relevant way.
Mobile marketing is considered as multi-channel digital marketing which is aimed to reach the target audience on their mobile devices, smartphones, and tablets via email, websites, SMS, social media, or by any other apps. In recent years now customers are shifting their attention to mobile marketing. Marketers are doing the same to create omnichannel engagement. Similar to the technology now marketing has also become more fragmented. So to earn and bring the attention of the potential customers, content should be highly personalized and strategic.
When it comes to mobile marketing, this means keeping devices in mind and utilizing SMS/MMS marketing and mobile apps. Mobile marketing is an important piece of the puzzle when it comes to building out any short-term or long-term marketing plan. From email to pay-per-click (PPC), search engine optimization (SEO), content marketing, and social media marketing, there is a mobile marketing channel to reach every part of your audience where they are most comfortable. For mobile marketing to be effective, you need to curate a cohesive experience that customers expect and that can be a real challenge as you work to acquire, engage, and retain users across a variety of platforms. Mobile marketing can do wonders for driving brand value and demand for your products or services by leveraging mobile devices to connect with more consumers in real-time at any point in the customer lifecycle.
Below are some of the 5 great starting ideas for mobile marketing which are compiled as the best examples for mobile marketing campaigns. Whether you are a starter or a seasoned mobile marketer looking for some growth then the below quick guide will help you in making the next mobile marketing campaigns.
Customers always love mobile coupons. Mobile coupons are considered as the next evolution as compared to the printed coupons. This is growing with huge popularity. There was some customer survey which shows that around 73 percent of the customers are interested in receiving regular mobile coupons. In some other reports, it was predicted that mobile coupons redeem will increase tenfold in 2020.
For getting more ideas on making the mobile campaigns and engaging your customers you can also attend the brand summits which keep on happening at various places around the world. You can request the invite for such summits.
Mobile coupons are sent to some target groups in the mobile database. To the people who are living in a certain area, or to the customer who is having a certain habit of purchasing. Mobile coupons are great ways for getting an instant lift to the business in slow times. When the restaurants know that you have eaten there on some weekly nights or you have done some of the evening bookings then the restaurant will target such customers with mobile coupons having things like free appetizers which are sent to their mobile. This will increase the traffic in the restaurant within a few hours.
In some places, Starbucks has sent mobile coupons which are 2D, and have increased its sales. Customers are easily able to redeem these coupons in the Starbucks store by simply scanning the barcode which is provided to them. The redemption rate for this campaign is around 60 percent and it was highly successful.
Similarly, Arby and McDonald have also recently promoted and launched their new products with mobile coupons. Customers of McDonald’s have taken the advantage of free McCafe Mocha while the customer of Arby has received the BBQ Roast Burger with the purchase of a drink.
If you are a retailer or running a restaurant or having a fast-food chain then you can also choose mobile coupons which will help in driving customers to your store. Customers are always appreciating the discount coupons and complementary products. Restaurants have benefited from the increased sales and they would be able to get an instant lift in the business whenever there is a slow time in the business.
Festive day and Holiday Mobile marketing
Festive days are the times when the family is coming together for a celebration. This is also a great time for communicating with the customers and this will add value to their lives. This will help in increasing the engagement and relationship with the customers. During the holiday season, people are often strapping the cash and are in good spirits.
These are the times when customers are likely interested in various offers. When you are helping the customers with useful alerts then this is the best way to keep customers engaged with your brand. You would be able to build strong customer relationships and loyalty for a long time.
Turkey producer has relaunched the popular Turkey talk-line with mobile alert campaigns. This is considered a thanksgiving mobile campaign. These mobile campaigns have encouraged the customers to cook and for that receiving tips for a thanksgiving meal. Customers keep on appreciating this extra help on thanksgiving meals. And this has helped the company in building the loyalty of the customers.
Another great way for engaging and facilitating the customers is by making use of personal communication in the holiday season. You can create holiday greetings that are based on the campaign. Companies like eBay have used this in the last holiday season and also allowed their customers to send wishes on eBay live streams. Valentine’s Day is also a great opportunity for marketers. The retailers like flower shops have successfully used this strategy and send reminders to their customers for gifts for their loved ones. This has also resulted in increased sales.
SMS and Email Reminders
Reminders are making wonders for service industries. However, it has also proved to be a quick way for businesses who are into the service industry. You would be able to achieve instant ROI. Mobile phones are taken everywhere and it is very difficult to ignore any messages. There are reminders like drop off the car or doctor’s appointment which people never forget to attend.
Usually, this reminder is set before a day or in the morning when the appointment is scheduled. Reminders services are mostly used in every industry like beauty, medical, entertainment, conferences, sports, and events. You can send out text messages for thank you messages on purchases or for follow-up appointments which gives a nice touch of customer service for your clients.
This is a proven technique, and Kaiser Permanente which is a popular non-profit organization in the healthcare sector in the US has made use of SMS reminders successfully to cut down costs of communication with patients to a great extent. you can even send out text messages that are automated to patients one day before the day when an appointment is scheduled.
This has proven to be quite cost-effective and reduced the cases of no show by almost 50%. Earlier the company used to bear the expense of around $150 for every missed appointment, but after using the SMS reminder program Kaiser company made a saving of $275,000 in just one month in a single clinic of theirs.
Use SMS along with an email to capture information of your customers and to send information out: if you want to increase the efficiency of mobile marketing it is advisable to combine it with other channels of marketing. One of the most simple ways to package it in combination with other techniques is to combine it with email responses that can contain more multimedia and text content. Also, this combination can lead to improved interaction with your customers.
For example, if you make use of the feature of SMS 2 Email, you will be allowing customers to send their email address via text and get an immediate response via text message. The email would be into full-color HTML into the nominated inbox. The customer would feel the information about the brand experience. The business would be able to enhance the dialogue which can be built upon. It will capture the valuable information of customers like contact information. There would be the option of opt-in for both the email and mobile channels. These details are used for subscribing and registering the customer for the email and mobile channels.
Trey McIntyre which is a non-profit organization has given a very good example regarding this. This is the organization that is promoting contemporary dance in many venues around the US. At each of its venue locations, the organization is capturing the contact details of the customers with the help of TV screens and posters by showing them the call-to-action messages. Via this approach, Trey has been able to build a valuable database of the customers for email and mobile marketing communications.
SMS with email is also used by large brands like car manufacturers who are offering brochures and advertising on traditional media like radio and TV.
Mobile marketing with geo-location and zip code
Mobile marketing with the geo-location will be able to add incredible value to the customer experience. The days are gone when marketers are believing in pinpointing the customer location on their cell phones. Now there are various simple ways for making use of location with the mobile marketing context which will give a richer experience to the customer.
When you are operating your business from multiple locations then for offering great service ask your customer to share the zip code with their details. In this way, customers would be able to find the nearest store or the service center for your brand. US Navy and RadioShack are offering the customer to find the nearest store when they are texting a simple SMS shortcode. You can also ask the customer to sign up for mobile marketing with the zip code. This is a very effective way of collecting valuable information for getting appropriate marketing offers at the store near your place. This is also the form of personalized marketing where you would get relevant offers dependent on your location. With the help of zip code, you are also referred to the nearest store from your place.
Various components of Mobile marketing
Mobile marketing is going far beyond mobile and messaging apps. For doing cohesive marketing you need to do responsive designs.
Mobile-Friendly websites: Mobile friendly websites will fit properly on the mobile screen and you are not required to do the zooming or scrolling. It will load very quickly and it is also free from any mobile-specific errors. You need to maintain a consistent and engaging user experience. Mobile UX will have a dramatic effect on each stage of the user buying cycle.
Mobile friendly SMS and MMS: SMS and MMS are the direct methods for sending the content to the customers. But it is also important to use this channel wisely. You would have to gain the knowledge quickly to reach your customers with messaging. You have to look at the cardinal rules for creating effective campaigns whether it is a promo, alert about the product, videos, or reminders.
Mobile friendly advertising and landing pages:
57 percent of the email are opened on the mobile platforms and 69% of smartphone users are deleting the email which is not optimized for mobile. Because of this, it is important that your email can employ a responsive design. You need to create a strategy that can automatically format the webpage on a mobile device. Also never forget the landing pages. If the email is mobile-friendly and the click-through is going to the landing pages then the webpage is not optimized for the mobile.
Currently serving as the Managing Director of SEO Discovery, Mandeep Singh is an ardent reader, learner, and writer. He embarked on a career in Digital Marketing decades ago. Since then, he has been providing solutions to many businesses. He also takes time to keep readers posted with what he learned while building his years of experience. That’s so because he believes in the concept of sharing his expertise.