3 Tactics for Mobile Marketing Success
We live in a world of mobility. People are glued to their mobile devices. There have been a series of negative news stories coming out about the viability of mobile devices for marketing. Apple’s decision to allow iPhone users to block ads without having to download an app certainly caused a lot of hype.
Despite this, there are a lot of reasons why you should be focusing your digital strategy on mobile users. One reason is, there are more mobile phone owners in the world than there are (See more here):
- Car owners
- TOILET OWNERS!
If you look back to an earlier article we did here at SMEcomplete. you’ll remember that even Google announced mobile search surpassing that of desktops and laptops! Google even scores website SEO based on its mobile responsiveness. And, by 2015 half of the world’s commercial transactions are projected to happen over a mobile device (according to a Gartner report)!
Mobile is definitely the current staging grounds for marketing and business success, yet you’ll find that many are still investing more heavily in traditional digital marketing – that of regular browsers. Unfortunately, this is a common thread in the discussion of the few innovators and the many laggards.
Let’s look at 3 key tactics for SME’s to effectively reach out to their current customers and reach new ones:
Marketing through SMS:
This old giant for mobile marketing is still a powerful player. Text message marketing is to the mobile world as email marketing is to the digital world, often overlooked and always undervalued. The benefits of text messaging are HUGE!
The main reason is that people just don’t pass by their text messages!
What if I miss a text from my boss? My career is at stake!
My god, what if I miss a text from my friend? My social life is doomed!
What if I miss a text from my family member? My son may not get a ride home from after-school activities!
These are just some of the reasons that people look at their text messages. Plus, this area of marketing is significantly underused! You get far fewer marketing messages than you do relevant messages from friends, family and coworkers so people are not just skipping through those advertisements.
Now, keep in mind the reasons that your text messaging inbox is this way is due to the protected nature of commercial text messages. In order to legally text someone, they must sign up for your texting list (similar to CAN-SPAM in the world of email) and automated messages can only come from short-codes.
Note: A short code is a phone number with 5-digits, also called a short-number. Example: 46645 was the short code to text Google (GOOGL) for answers prior to Android operating systems.
So, SMS Marketing has been around for a while (as seen by this ancient pre-androic example above) and remains a potent, cost effective advertising option for many companies.
See these 5 examples:
- Restaurants texting their users discounts during slow periods.
- Bars using texts to remind people about weekend happy hours, sporting events, etc.
- Car service shops sending out text reminders for oil changes/tire rotations.
- Retail stores texting people about sales, discounts or other specials over a weekend or period of time.
- Events or charity marketing to let people know the time is now (donations are HUGE over the holidays).
Contact us to see more ways of utilizing SMS marketing into your strategy. The consultation is free and we’ll even point you in the direction of the lowest cost SMS advertising providers!
Hyper Specific Geo Targeted Ads
Wouldn’t it be great to serve ads directly to people when they are in a physical area of particular value for your company?
Fact: Mobile phone carriers and GPS provide marketers/ad networks with extensive location-specific data.
Having access to this localized data allows marketers powerful insights and the ability to provide timely ads. Two areas of note here are ads directly served on ads or push notifications.
A recent industry buzz-word – Geo-fenced ads – are these hyper-localized ads that companies can serve. These literally allow an advertiser to pick specific points on a map to serve ads to people that enter that physical area. The applications for this are endless. Consider all of the valuable places you could advertise your business: areas that your target market shops at, businesses that compliment your service, the busy road in front of your shop, your COMPETITORS location, and more!
Let’s use an example of a flower shop. When do people buy flowers? Anniversaries, weddings, funerals, proms, etc. Where could you geo-fence? Let’s go after those funeral homes – if people enter there then they get an ad. Someone goes to a tuxedo shop – let’s go after them with prom or wedding ads. Jewelers – geo-fenced! Other flower shops – geo-fenced!
Competitive geo-fencing is great, especially if you can provide better value. It is habitual for a number of people to check online for better prices. This is ingrained in us now because of sites like Amazon where we’re always trying to get a lower price from. What if your ad shows up with your lowest price for a bouquet?
The potential is endless!
Push notifications are not as old as say SMS Marketing but they are certainly not anything new. Essentially, this allows an app to “push” messages into your phones notification bar. Where companies like Apple have made moves against ads (like geo-fenced ads), push notifications can still show up and allow marketers to advertise their product to the intended crowd. Actually, the main difference between the two of these is that with ads, you have to then go on an app in your phone and search around to get that ad. A push notification literally just pushes the ad to you!
Note: Push notifications do come with the option to “turn off”.
With push notifications being embedded in an app, which is then embedded into the complete use of a phone it can access a vast number of options. The push notifications can then be geographically responsive, only advertising to people in a particular area. Retail Me Not uses this in an excellent way. They provide coupons and specials via push notification to people based on their location. If you have this app and walk into a busy shopping area, you’re phone will start buzzing and get your attention!
With both of these, they are the extra nudge to get people in your store or commit to some favorable action!
Google and Apple wallet are taking off and this is great news for marketers. The less tangible spending money is for people, the less they actually consider it. A number of people that use credit cards or debit cards are more liberal with their spending than someone using cash only. This is just magnified with using digital wallets because it is even newer and more separated from the person spending.
A great use for this is for allowing people to purchase in-store using mobile wallets, as well as promoting the use of these purchases online. Google and Apple wallet are ALREADY synced to the apps downloaded through their respective app markets. If your company provides and app through Apple, then it is very easy to get them to make a purchase right away using their Apple wallet, if you’re company has enabled this.
Now, if you are thinking this is just good for eCommerce, then you are partially right but missing the bigger picture. There are a number of additional applications for this. Even food purchases for things like online grocery delivery or even takeout. You’re on a pizza company’s app and decide to order a fully-loaded supreme pizza. Payment is quick and the person is less conscience of the amount they are spending on it. Even Starbucks has moved towards app payments and loyalty card programs.
Really, the sky is the limit here as well. Anything that can be sold, can be sold via app purchases. It also takes away from otherwise more expensive POS fees or safety issues with handling cash.
More Mobile Benefits?
If you have any other benefits of mobile marketing, we’d love to hear from you. Tell us your thoughts by commenting below.
Also, if you make you’re interested in adding more mobile to your marketing portfolio, contact us today to figure out what is right for you. The consultation is free. You’ve only got room to grow here!