How to Integrate Mobile into your Marketing Strategy
You see it every day. Stop at a traffic light... look over... there’s someone looking at a mobile device. Or you’re in a meeting, there’s a break (or sometimes not)... there’s someone looking at a mobile device. Just walk down the street and look around... there are many “someones” looking at mobile devices. So why are a surprising number of businesses in the Washington DC area not utilizing mobile capabilities in their marketing strategies?
For years, industry experts have been forecasting that “this is the year of mobile,” but even those proclamations haven’t been enough to get many marketers to buy in. If you’re one of those, hopefully this article will help you get going!
Brutal fact: If you’re not already utilizing mobile as part of your integrated marketing campaign, you’re behind the curve. It should come as no surprise that the number of consumers accessing email on their mobile devices and accessing websites from their smart phones keeps increasing , a trend that will continue with the rapid adoption of smart phones. According to Nielson research, only 40% of cell phones in 2011 were smart phones. By 2012 that number rose to 50%, a 25% increase. At that growth rate, almost everyone will be using a smart phone within the next 3 years.
Mobile marketing can be overwhelming, so here are the three most important things you need to know in order to create a successful mobile marketing campaign.
Make mobile part of your overall marketing strategy. Integrate it with the other forms of marketing you already do. Be creative and don’t limit your strategic thinking. In your more traditional advertisements, for example, encourage consumers to visit your mobile site for a special offer. This creates another level of marketing engagement all from the same commercial message. Don’t have a mobile site?
Optimize your site for mobile
Don’t treat mobile as though it’s the same as your regular website. If a prospect clicks on your mobile ad and they are taken to a regular website, forget it. You just lost a potential customer. They were expecting a mobile enabled website, not a regular site that opens slowly and requires expanding and shifting to navigate. It is easy and inexpensive to have a mobile optimized site built and implemented, and many companies (like GoDaddy) include a mobile site as standard in their site design templates. Having a mobile optimized site could be the difference between making a sale and a missed opportunity.
On this subject, there has been much discussion over whether businesses should have a mobile site or a mobile app. Obviously it depends on your business. For most small to medium sized companies, a mobile-enabled (or optimized) site should be all you need. It is less expensive to create and is instantly accessible by consumers regardless of the type of device they are using. In addition to the development expenses, Mobile apps require download before users can access your content, which creates a barrier to entry and delayed interaction.
Follow the Rules of Engagement
Keep the user engaged no matter where they are or what they’re doing. Understand your target and nurture your relationship with them into one of trust and loyalty by utilizing the breadth of mobile capabilities that are available. From location-based targeting to personalization, it is now possible to make each user’s experience unique and engaging. However, that engagement must provide a value add. Be sure to give them a reason—a tangible benefit—as to why they should interact with you. That benefit could be something as simple as a special offer for everyone who engages with your business via mobile. Even better, give them reasons to engage all the time… not just once.
Understanding mobile marketing is a necessity, and using mobile to attract consumers and maintain their loyalty to your business is how you make it successful. Beat your competitors with mobile marketing, and turn their customers into YOUR loyal followers.
As a marketer, utilizing the mobile space for advertising should be a no-brainer. However, before you jump in, you need a plan. There are key pieces of information you need to know in order to create and implement an effective mobile marketing campaign. That’s why we created a mobile marketing secret weapon: 22 Mobile Marketing Tips for Customer Engagement. Whether you are just starting, or looking for ways to improve, this guide is a must-read for businesses and covers everything you need to know.