Mobile marketing strategy – do you have one?
95 per cent of UK adults and 92 per cent of American adults own a mobile phone, enabling them to tweet at any time. 66 per cent of UK adults and 64 per cent of American adults possess a smart phone, facilitating check-ins, posts and communication with brands at any time of the day (Ofcom, 2015; Rainie & Zickuhr, 2015; Smith & Page, 2015).
Mobile phone marketing is continuing to grow reaching your consumers immediately on a device they almost always have about their person is very appealing, and in the world of modern communications is becoming more popular.
However, it is not new – while frowned upon, in the mid 2000s ‘blue-jacking’, or sending information to someone’s mobile phone via a Bluetooth connection was quite the attention grabbing marketing device.
Times have moved on and something a little more sophisticated is called for. Your digital marketing strategy, including your mobile phone marketing, should, as is true of all your communication channels, be fed from and run alongside your company’s overall marketing strategy. It’s tempting to get carried away with the excitement of a relatively new technology (new in this form anyway) but you need to ensure your communications stay in keeping with the brand and on message. This stream is something that the marketing world has struggled to get to grips with, but in the last two years mobile phone advertising has grown by over 100%.
An average smartphone user looks at their phone over 150 times a day. You want to be part of that! And a smart phone is a seamless way of growing your contact list via the other apps and communication channels that they are already holding in their hand. Whether it’s your website, social media or email, all they have to do is simply tap a link. Once you are communicating directly through SMS do consider your timing – no-one really wants to be disturbed late in the evening, but the offer of a free coffee mid-morning might be just what your potential customer needs!
Mobile phones can be used to
- Remind customer of appointments (popular with hairdressers and dentists)
- Provide in-store offers to customers to cash at the checkout
- Advise of a delivery and offer alternative options if the customer is not at home
- Mobile phone users searching are often at point of purchase, focus on mobile PPC ads near your location
- Enable check-in at exhibitions, airports and other destinations
One essential rule which cannot be broken is that you must have permission. Mobile phone owners are precious about sharing their numbers with companies. Make sure you don’t cross the line and abuse the trust.