Mobile Marketing Strategies

Are your customers always on-the-move? Do they look for ways to be more efficient? Are they harder than ever to reach via traditional media? If the answer to any of these questions is yes, a mobile marketing strategy is probably right for you.

The number one reason to “go mobile" is that it offers the ultimate in one-to-one communication, often prompting immediate action and generating loyalty. The top five business uses for mobile are: 1) to view websites and search for information; 2) to access social media on-the-go; 3) text messaging; 4) using apps for greater convenience; 5) viewing email.

As you prepare to engage with customers through the mobile channel, the very first consideration should be answering this question: “How can we make ourselves more relevant and our customer’s lives easier?"

What at-their-fingertips information (from your company) would be helpful to them in making decisions, performing tasks and staying up-to-date?

Link Mobile to Your Business Goals

Once you’ve assessed your customer’s needs, think about your own business strategy and how you might link your company’s goals to a mobile marketing plan. If you’re looking to acquire new customers or penetrate a new market, consider investing in mobile advertising, mobile search and/or a mobile-optimized website. QR codes (Quick Response) placed in your advertising, at a trade show, on signage at an event or even on a package can provide a prospect with deeper information or can connect them directly to a micro-site to begin a dialogue with you.

To engage with current customers, consider SMS (text) to provide customers with the first glimpse of new products you’re introducing, new services you’re offering or special promotions designed just for them. If you do enact an SMS program, however, please comply with opt-in best practices and don’t overdo the messaging.

Apps and/or mobile links to customer service or other critical areas within your company can help customers improve productivity. And, stay connected to you. Remember, branded apps equal loyalty.

Social media programs surrounding trade shows are events are another good way to get attention and bring people to your booth, presentation or event.

Mobilize Your Employees, Too

Sales presentations and video demos maximized for tablets or smartphones can enhance the productivity of your sales force. Location-based programs can support your team in the field, letting them know of other opportunities near their current location. SMS (text) feeds can keep your sales teams up-to-date on customer and industry information. Text is also a great way to let dealers, distributors and industry partners stay informed of your products, services and promotions. Text can also be invaluable for emergency notifications.

A Few Things to Keep in Mind

Remember tablets and smartphones are not tiny PCs. A mobile campaign should be quick, snappy and fast … no 50-page PDFs, please. Also, be aware of legal implications of your mobile initiatives. Privacy rules, CAN-SPAM, telemarketing and FDA/FTC regulations still apply. My next post will dive deeper into maximizing content for mobile, legal restrictions and measuring success.