Mobile Marketing: Considerations, Tips and Tricks
Mobile devices are so prevalent in our everyday lives that they are more an extension of our body than a piece of technology (see our blog on Mobile Search outpacing Browser Search). Considering that they are rarely any further than our front pocket or purses, and that is only in those rare times that they are not in our hands to begin with! Just like any platform that has a lot of people viewing it, advertisers take notice.
Much like the rest of other digital tools though, it isn’t just about the amount of people on it and frequency at which it is used – it’s the acceptance in everyday life. Businesses can easily put their message in front of their audience, without their audience truly realizing they are being marketed to. This has given birth to the age of information marketing or efficiency marketing. Marketers give information or make users lives easier – while still marketing!
Consider mobile apps with their push notifications. On the surface, this mobile pop-up provides a person with useful information – potentially about a local sale – but it also provides the company a unique way of directly getting in front of their customers! Using things like geographical, user behavior and other data companies can more effectively interact with their clients.
A lot of companies avoid mobile marketing because of the uncertainty around it. Uncertainty in how to apply it and uncertainty in how much it costs. Well, it is true that apps are generally more expensive than websites (though this depends on functionality). You can design simple apps inexpensively and have more direct access to revenue through paid downloads on the Apple App Market or Google Play.
Let’s look at some tips and tricks for businesses considering to go mobile.
We have already mentioned how convenient a mobile device is for most users because it is almost always within arms-reach. Well, it is also part of a person’s everyday life so consider that they’ve also got the rest of their “life” on that mobile device.
Now, just what is life in the digital age?
Let me summarize this. Life is social media marketing. Life is easy search and navigate (Google and Bing). Life is easy purchase (PayPal, Google Wallet, Apple Pay, etc.).
Maybe I am exaggerating here a bit but not entirely. For most of us, this plays heavily on our lives. How can we best leverage this to convert this mobile convenience into revenue?
Using either apps or mobile friendly websites allows you to put your businesses content into a mobile device to provide extremely specific information and make life more convenient. Making sure that your business is available on Google (Google My Business) is certainly a start. Search or navigation queries then highlight your business for them.
At this point, you are probably thinking, “Well, how is this different than desktop advertising?” Let, me continue.
Mobile advertisers also have the added benefit of that phone being carried with them the entire time. Providing them more and more specific information.
Next, with a combination of data collection and connecting the earlier defined “areas of digital life”, you can easily connect your company to the wallet of your users. Easy payment options reduce the level of cognitive consideration. I’m not advocating selling something that isn’t of value, that’s not the case at all and not just because that is unethical but also because it is just as easily connected to social media accounts. Basically, you don’t want your past-buyers telling others how your product is useless.
The next area of convenience is augmenting the experience that a user gets from a mobile device. That is just what any mobile app is! It allows you to do something additional with your phone – whether it is new or easier, it is something more.
Consulting work has escalated to an entirely new level with being able to do that at distances. The world was previously changed by phone conferencing – now a thing of the past. Then it was by video conferences over desktops which is soon going the same way. Now, through digital medians you are able to provide conferencing over large distances, without being confined by a desktop or phone line.
This has extreme benefits for many of the following:
- Business Consultants – why waste resources on travelling huge distances and why travel to each location that a company may have.
- Nutrition Consultants – You can quite literally carry around a healthy eating advocate with you (picture a white angel sitting on your shoulder providing good suggestions in your phone). Wearable technologies are already highly focused on health and wellbeing, and this just goes along with that trend!
- Video/Audio Providers – Think of all of the large companies that have already cashed in in this area (YouTube, Hulu, HBO go, Amazon’s Audible, etc.) but there is still a lot of room here for more.
- Retail Loyalty Cards – Physical cards are long-gone. It is more cost effective to just include that data in an application. It makes it more convenient for your users to maintain their information and your company to organize data.
Consider how other large companies are already using these mobile technologies for price competition and product information. Amazon allows you to scan a barcode while in a store to find prices from Amazon retailers. WalMart has it in-store for you to get more information from them.
Despite these larger players already being present, there are still a lot of opportunities for newer and even small players to capitalize on. Just don’t hesitate until it is too late!
Geographic Specific Information
It’s all about your location. At times, geo-based targeting can be a bit scary (think about the Marauder’s Map add-on) but at other times it is extremely beneficial. As we mentioned before, Google already provides a large number of map suggestions based on your location but there are many more opportunities than just that. Connecting social media allows users to share their location and basically advertise your company’s location for free – you just have to ensure that this is in your company’s favor.
It also provides opportunities for companies like RetailMeNot to provide push notifications based entirely on your location, for nearby retail discounts. This prompts users to follow through and spend in these areas!
Consider how your company could benefit from understanding the geographic location of your clients? It could tell you not only when to advertise, but also when not to – all of which saves your company time and resources! It can also provide that last push a buyer needs in order to follow through with their purchase, all based on their location.
Market sophistication refers to how knowledgeable people are about certain modes of marketing or doing business. This is seen in buyer awareness and understanding.
Mobile marketing is truly the next big thing, in the sense that it isn’t quite yet. Of course, some large players and even smaller ones have caught on and some users have begun to identify what it is truly about but not everyone has. Mobile apps provide a whole new area of credibility, which is especially helpful in the digital world where there are too many disreputable business dealings over the internet. A website is extremely simple to create now and nearly everyone has one. Actually, apps are getting easier to build through companies like this one here, but generally most people are not aware of this ease of building.
Viewers see items in the App store as trustworthy and advanced. It adds a whole new level of “wow” to your product or service. Consider for a moment, a person providing you his business card with phone number only, versus a person whose business card has their number and business website. The website is certainly more credible.
Now, take that same situation and add a third variable, a person with a business card that has a QR code directing you to the app store to download their business app. I think the point here is clear.
Over the last decade we’ve seen a number of digital lifecycles in the spectrum of market sophistication. A decade ago the most sophisticated companies around needed a website to show their credibility, but now you can build websites in a matter of hours using something like WordPress premade themes from companies like Elegant Themes. Not that companies still don’t require websites, but that is only a start rather than the end-game.
Half a decade ago, Search Engine Optimization was on the forefront of this and if you weren’t in the top 5 results, you weren’t getting business (unless of course you were using a Pay-Per-Click approach). More recently, we saw social media marketing leading the way and a larger network provided credibility. Same as websites, SEO, PPC, and SMM are all still necessary but you still need that extra push!
Now, these have all past the torch to Mobile Marketing.
Mobile Marketing Tools
Now that we understand the areas that mobile marketing benefits a company let’s look at some tools
- Mobile Applications: These provide another level of credibility to your mobile presence. Despite it requiring people to download to utilize it allows you more control over the user’s mobile experience.
- Geo-Specific Information: Nearly every mobile device is connected to GPS and if your mobile application is on a user’s phone your company can then provide them geographically-specific information.
- Information Scanners: Nearly every mobile device has a camera! That camera can be utilized in a number of ways, not just to take pictures of friends (although that is one way). You can also use it to scan barcodes or even QR codes. QR codes are extremely easy to generate by computer and place on printed media and can provide a wide range of unique information.
- Push-Notifications: These need to provide beneficial information to a user so that they continue to use them. When they do provide that level of information, what you have is an intimate connection with your customer to gain or maintain commitment.
- Audio-Visual Display: Not just for conferencing but for any company looking to utilize audio or video with their clients can benefit from this being extremely convenient on mobile platforms.
- Data Recording: Apps allow for you to record data for customers in a convenience and inexpensive way. Mobile app forms along with programs like loyalty cards allow for data to be tracked more efficiently.
Mobile Marketing Strategy
The potential with mobile marketing is endless and the strategy to utilize it really depends on your company’s offerings. Consider your strategy and see how these areas of mobile convenience fit into your marketing initiatives. Contact us for a free consultation on your company’s mobile prospects!