1. Why Is Mobile Marketing Worth Considering?
Mobile marketing is without a doubt the best opportunity to connect with your target customers when they are more likely to be in a position to buy your products or services. Not only that but upselling and cross-selling is so much easier as well as introducing new items, create solid BRAND awareness and even motivating people to spend a great deal more.
But here’s the best bit – “The mobile market is relatively massive” as it’s widely known that 93% of the population in USA has a cell (mobile) phone and it has been reported that 91% of them keep it within 3 to 4 feet of them 24 hours a day every day.
In the UK there are far more mobile phones than there are people living there and Globally, it is commonly estimated that there are over 5 BILLION mobile phones already in use.
2. Mobile Marketing means invading personal space
Before starting out on any mobile marketing campaign its vital to remember that you are trying to reach your target audience within what they consider their personal or private space, so it must be done with great care and consideration.
Mobile phones are a direct connection with the very person your are trying to market to and that their mobile phone number is one which they wish to keep private as much as possible and only their banking PIN number is regaurded more precious as far as numbers are concerned.
Misuse or abuse of that privilege can quickly turn trust into a sour relationship and all the hard work you have done to reach that consumer will be gone for good.
Getting a consumer to ‘Opt-In to your mobile marketing campaign or advert on a mobile phone is an affirmation that you have “connected” with that customer so doing the right things like advising them that rates may apply is good practice as nobody wants to get surprises when their mobile phone bill arrives.
3. Mobile Marketing can be Pin-Point accurate in reaching your Geo-Demographic Audience
You can’t please all of the people all of the time but being as accurate with your mobile marketing as possible to reach the very audience who are most likely to have an interest in what you are offering helps to reduce the “Invading of Personal Space” problem considerably.
Targeting the right audience of the exact age range, sex and geographic area for your offering isn’t that difficult as many mobile and in particular Smartphone advertising platforms can do just that with outstanding accuracy.
So it’s essential that if you are a Business-to-Consumer (B2C) business, that you know beforehand who, where and what are your ideal consumer and what time of day and how often they need to be exposed to your mobile marketing message. This will also help you decide on the budget you need for an effective campaign.
4. Enticing Your Target Consumer Using Mobile Marketing
Once you have decided upon the budget, what you want to offer and most importantly who is your ideal target consumer, then the next thing to do is decide upon how you want to reach out to them with Mobile Marketing.
Many B2C businesses have many different offerings but the biggest motivator or method for engaging with your target consumer is to give them something for free in return for getting them to take some kind of action that you want them to do.
For example, you may want to send out a ‘30% Off’ voucher which is valid for the next 30 days to girls aged between 18 and 40 years, living in London for your clothing boutique’s new spring range which can only be redeemed within the store itself.
There again, you may be a national company that needs to get to people when they are in need of your service like an Insurance broker and in which case you will need your target audience to ‘Opt-In’ by giving you their name and e-mail address (and possibly mobile phone number) in exchange for a free gift, like a report on “the best ways to prevent accidents in the home” or “the top 5 ways to prevent a burglar getting into your house”maybe!
However, don’t capture information just for the sake of it as consumers get suspicious if they give you their information and there isn’t anything forthcoming. So plan your strategy before you launch your mobile marketing campaign and be sure to include immediate offers and follow ups. But remember, your customers or prospects will happily share their contact information in exchange for a gift or discount.
5. Testing is the key to any Mobile Marketing campaign’s success
Probably the most important aspect of Mobile Marketing, is to measure and test your campaigns and adverts. Being able to adjust and measure the change in results from those adjustments is critical. Just putting up an advert, sending it out and then hoping for the best is more often than not a complete waste of time.
Sometimes you may only need a slight tweak to your advert or increase the age range you are targeting for example but having the ability to compare adverts or run similar campaigns to measure which is the more effective will ensure your budget spend goes down as you get more efficient and the results go up time after time.
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