Let us take a look at another growth area predicted for 2014 – Mobile marketing. This term used to refer to only mobile phones, but of course, it has now covered iPads and other portable gadgets. As the definition of mobile evolves, marketers are now presented with new ways to reach out to their customers via this platform.
Gen Y-ers were the first to alter their daily routine with the onslaught of technological advancements. The mobile era, in general, has been life changing over the past 10 years. Children today, as young as 3 years old, are starting to use smartphones and tablets too.
Mobile phones have grown by leaps and bounds in their ability to multitask. Aside from facilitating communications, mobile phones also function as camera, dictionary, calculator, computer, personal assistant and many more. It is precisely because of that, that people actively uses the phone more and more, and increases the attractiveness of mobile marketing.
Here are some interesting facts to convince you further.
- There are 7 billion people on Earth – 5.1 billion owns a cell phone (Mobile Marketing Association Asia, 2011)
- It takes 90 minutes for an average person to respond to an email but it takes 90 seconds for an average person to respond to a text message (CTIA.org, 2011)
- Mobile coupons get 10 times the redemption rate of traditional coupons (Mobile Marketer, 2012)
- 91% of all smart phone users have their phone within arm’s reach 24/7 (Morgan Stanley, 2012)
- 44% of Facebook’s 900 million monthly users access Facebook on their phones. (Facebook, 2012)
- It takes 26 hours for the average person to report a missing wallet but it takes 68 minutes for them to report a lost phone (Unisys, 2012)
- 70% of all mobile searches result in action within 1 hour, 70% of online searches result in action in one month (Mobile Marketer, 2012)
- 9 out of 10 mobile searches lead to action, over half leading to purchase (Search Engine Land, 2012)
Not only that, mobile’s amazing capabilities to multitask flows over to marketing too. There are so many ways to market a brand on the mobile platform. From texts, graphics to a myriad of apps, there are marketing opportunities for around every corner. Existing and new developments of marketing moves in mobile devices include:
SMS & MMS Texts
This is still one of the biggest chunks of mobile marketing for now. It is best used to notify users of current promotions.
These little squares have not been getting good rep, no thanks to the many ways marketers misused them. But on a whole, QR codes usage has been stabilised and more marketers now use them sparingly for relevant promotional materials.
Possibly the most exciting development of mobile marketing, marketers can use this platform to continuously engage their customers, by making sure that the apps help the customers and make it easier for them to procure information from the brand.
Some mobile apps also allow brands to facilitate the sales process, so customers can pay effortlessly. Case-in-point, GSC’s mobile app has revolutionised movie ticket purchase process for many Malaysians.
Location-based service (LBS) – detecting the area the user is connecting from (geolocation) and sending marketing messages for businesses in that area. A great example of this will be Foursquare.
Endless possibilities lies ahead with the ability of augmented reality to overlay the user’s phone display with information about businesses and products. Global positioning system (GPS) even allows augmented reality applications in smartphones to detect user’s location for further device instructions.
Also known as air messages, GPS messaging enables location specific messaging, instead of recipient-specific. One can leave a message in a certain area, only to be picked up by another person approaching the same area. Waze, the popular traffic mobile application, is GPS-based, thereby allowing users to warn one another of impending traffic jams and accidents.
It’s really evident that mobile marketers have the access to target audiences in a hyper-targeted way and is changing the dynamics of every element of marketing. This is because it produces more immediate responses and a higher respond rate than any other marketing method.
At the same time, mobile has given consumers an open channel to interact with brands anywhere, anytime. These are exciting times, but it does come with challenges. Knowing this, do consider making a comprehensive plan for mobile marketing, before allotting more resources to developing mobile properties and increasing your mobile presence.
You can bring better results in mobile marketing simply by taking notes on these factors:-
Know who you’re going after
Take the time to identify your target audience, as not every mobile user is someone you want to pursue. Engage YOUR specific target audience based on their mobile behaviour in relation to your products and services.
Focus on meaningful experiences, not fads.
Choices are abound when it comes to the direction you take with mobile marketing. To make this touch point count, your priorities should be to optimize customer experience with your brand. Always add meaning and value to your customers by addressing their needs.
Create and own originally branded apps
This 2014, make an impact with one of the most effective ways to connect with mobile consumers – unique mobile app for your business. Although a common platform used by marketers now, it is still not too late to join in the fun.
It is always advisable to build a marketing strategy that will help drive traffic to the app. These apps can have a plethora of purpose, like driving customer engagement with a loyalty program, functioning as your mobile storefront, offering exclusive deals and many more.
Look at the data
As compared to traditional advertising, digital media offers more detailed metrics to help better measure the growth of a campaign. This paves the way of mobile marking as it is loaded with data points from previous actions in the mobile ecosystem. Looking at the data also allows mobile marketer to reach the exact targeted audience in real-time, making conversion based on customer interests and preference wherever they may be.
Always keep mobile in mind
Marketers should also consider mobile in the process of developing all marketing materials The aim here is to create a frictionless mobile integration. Have a website? Does it have a responsive template to fit perfectly into smartphone screens? Planning to do a contest? Is there anyway for people to join through mobile? Or any mobile-related on-ground activity to further maximise the mileage of a roadshow?
Leverage mobile-centric social apps for further visibility
With social apps like Instagram, WeChat, WhatsApp, brands can participate without spending a lot in advertising.These social platforms allow users to connect with each other through text, images, videos and other media on simple, visual appealing platforms. Incorporate these tools in your marketing plans to add legs to the campaign.