Mobile marketing is where it’s at. According to Google, 57% of users use their mobile devices to search the Internet, every day. If that’s not enough to convince you, in Q4 of 2012, local businesses saw an increase of 27% due to mobile traffic. By 2016, it’s forecasted that “consumers will spend $5.5 billion dollars on daily deals, flash sales and other online discounts.” Mobile marketing isn’t up and coming, it’s here to stay. Not sure of how to start? Follow our ideas for your mobile marketing plan.
If users are searching a website via a mobile device, they only want one thing: simplicity. There’s nothing more frustrating than having to wait for a normal formatted website to load on a small smartphone or tablet device—not to mention having to scroll and minimize in order to legibly read the content. Don’t frustrate your users—make their experience quick and easy.
- Determine whether or not to create a separate mobile enabled site vs. responsive design
- Prioritize your content, so the most pertinent information is listed on the main page
- Add clickable links for faster findings (map, directions, phone number, etc.)
It seems like everyone has an app or they are talking about them. In fact, 82% of mobile media time is via apps. However, don’t be so quick to jump in, as they can be costly (depending on the functionality), and, if your website is tailored for responsive design, you may not need one. Mobile apps provide a convenient service to the customer (e.g. viewing Target’s weekly ad, Well’s Fargo online banking or one-click purchasing through Amazon). Before you take the plunge do your homework. Research apps from businesses in your industry to see if 1) and app already exists and 2) what’s unique about it. There are plenty of retail apps, but what if you could see items on sale or be sent a coupon, just by walking through the door? That’s the kind of offer customers can’t walk away from.
There’s a fine line between wanting to give your customer incentive to buy while not bombarding them—especially on such a personal platform. I’ve signed up to a couple of business’ text message alerts, Redbox and Southwest, not all campaigns serve a monetary value, but can be invaluable to your customer. Like any email campaign, users rights and privacy should be top priority. Text message campaigns require the same opt-out measures as well as letting the user know if any data rates will be incurred. Before you begin, review the Mobile Marketing Association Consumer Best Practices Guidelines, in order to make sure your campaign is compliant.
I’m sure you’ve seen the square barcodes popping up on everything recently, but have you ever created one? Quick Response codes (QR) are the 2.0 version of bar codes. Being that bar codes are linear and one-dimensional they can only hold 20 digits, whereas QR codes are two-dimensional matrix codes, which allow for thousands of characters (alphabetical and numerical). QR codes are ideal for directing a user to a video, landing page, coupon, or special offer, when limited space is available—plus, it’s fun! In order to create a QR code, follow these steps:
- Create a short link: the longer your url the more complicated the QR code is designed, which can make it difficult for some scanners. Use bitly in order to shorten any link.
- Upload your url: there are numerous free QR code generators, but make sure it is readable on all devices
- Disperse: Be sure to place your code on a stationary object, as scanners will need to be within short range to function properly.
Mobile marketing is meant to be effective, yet fun. Try to think of a unique way your users can use a QR code, text message or mobile site to their advantage, when they are on the go. Be sure to review all rules and regulations surrounding text message campaigns, as you will need to adhere to set guidelines.
What’s the most creative mobile marketing campaign you’ve seen?