Mobile Marketing: The New Frontier
We live in an increasingly mobile world. Mobile devices are working their way into more people’s daily routine, so it should come as no surprise that smart marketers know that mobile is the best new place to look when trying to engage with new or existing customers in the most natural way possible.
Mobile marketing presents businesses with new opportunities to reach customers in a way that is both time sensitive and location specific. Using an application called GEO-fencing, businesses can leverage Global Positioning Systems (GPS) to learn consumers’ exact locations, and address them accordingly.
This type of Local Mobile Marketing takes advantage of the “mobile” nature of a person browsing the web or using an app on his or her smart phone, tablet, or other mobile device. These advertisements can include personalized information to promote the business’s products, services, and ideas within networks of individuals who are highly connected to their personal mobile devices.
According to a recent study by Deloitte, over $500 billion in sales revenue and roughly 20% of all in-store retail sales are influenced in some way by mobile content. This study confirms that the growth will continue: by 2016, that number will surpass 50%. In other words—by 2016, more than half of all online and retail sales will be influenced by mobile brand engagement and marketing. That’s a huge number.
The most straightforward way for a business to reach its consumers on their mobile device is through advertisements on websites being accessed by people on the go. The rise of responsive design—website design that responds to mobile browser so content displays nicely—is an indication that businesses are starting to prioritize mobile traffic. This can include traditional advertising and marketing placements on search engines or other websites that are placed in a way that targets customer segments known to be frequent users of mobile devices at particular times of day.
The Mobile Marketing Association has published guidelines and standards that recommend formatting for ads, metrics for data analysis, and suggestions for the timing and the placement of these ads. Because the goal of an effective mobile marketing strategy is to reach consumers when they are actively using their mobile devices, it’s important to understand how timing plays a role in placing the right ad in the right place, and the right time.
Most major search engines and mobile content providers have been experimenting and innovating in mobile advertising efforts for several years by now. The industry is evolving rapidly, and businesses are emerging to hone expertise in subcategories within mobile marketing. Beyond mobile marketing, mobile websites and the integration of mobile business solutions can not only make purchasing goods and services earlier, but can also facilitate better operations and improved customer satisfaction.
Using Text for Business Messaging
There are two different types of messages that a mobile device user can receive: SMS, Short Messaging Service, or MMS, Multimedia Messaging Service.
SMS is the technical term for text messaging, and it’s an interesting new development in businesses in that it has found a new and more intimate way to integrate brand messaging into a mobile consumer’s daily feed.
SSM marketing has a unique advantage as research has found that SMS messages are, on average, read within four minutes of transmission. The timing brings a new level of intimacy to marketing tactics, and finding the most immediate way to engage with their customers. In this case, better timing means more conversions.
Multimedia Messaging: A Step Further
MMS takes SMS one-step further to deliver brand messaging through Multimedia Messaging Service. This can mean a contained slideshow of images, text, audio, and even video—all right to your text message inbox. Most phones produced to display multiple colors are invariably capable of sending and receiving standard MMS messages, which brands have been eager to take advantage of.
Not only are brands able to use SMS and MSM to send and receive rich content to and from potential customers, but also developments in this technology are creating new marketing possibilities every day. The companies taking the right risks are earning the right rewards.
Push Notifications and Beyond
The most uniquely mobile marketing tool to emerge has been the “Push” notification. This is the formal notification programmed as part of your operating system to send you alerts of the highest priority. Most applications downloaded by Smartphone users will inquire if the user will “Allow” the push notifications to be sent to the user, allowing the app to send an alert to the user’s phone prioritizing their content with missed calls, texts, and other critical messages.
The options emerging in the mobile marketing market give any active business new opportunities to identify and engage customers more intimately and immediately than ever before.
The mobile opportunity gives marketers a huge new channel to create new levels of engagement and solidify revenue streams. Now more than ever, your business should be investing in and accelerating its mobile marketing programs.
In terms of marketing, reaching your customers in new and unique ways is always your number one goal. Mobile marketing is the key to doing this in today’s mobile-driven society. Have you ever noticed how many of your customers are using smartphones and other devices while they shop in your store, wait for service or as they approach your building? .
Today, Smartphone’s and tablets have permeated our culture in a way that no gadget has in the past. People are hooked on these devices—using them for texting, email, web surfing, gaming and yes… making phone calls. If you own a business that conducts a large amount of local business, you have probably noticed your customers using their phones while they are in the store.
If you are looking for a different way to reach your customer base, why not reach them in a place you know they cannot ignore—their smartphones. That is the key to SMS mobile marketing. While some customers may not check their email or social media networks every day, most people do respond to that “ding” in their pocket when they have a new text message.
Geo Fencing is a type of location-based advertising that delivers advertising where and when an organization deems it would be most beneficial. Essentially, it creates a “fence” around an area, and when customers enter this “fence” they will be receive the ad.