3Seventy focuses on the mobile marketing methods
that companies use to connect with customers; but what does the mobile platform you use tell customers about your businesses? The ability to reach out to prospective buyers wherever they happen to be is a huge advantage when you are trying to promote your products or services, but you want to make sure that the types of text campaigns
and ads you choose to run accurately reflect your brand.
People who own tablets are more likely to respond to the mobile marketing ads they see on their devices than smartphone users. The ratio of tablet owners to smartphone users who actually respond to mobile messages is two to one.
A recent study
indicates that mobile device users are more likely to pay attention to ads that include a video and that 20 percent of users prefer mobile marketing ads that are interactive. Over one-third of women like display ads (banner or video), while 29 percent prefer to receive text messages
If you want to make sure that your mobile marketing efforts are targeted appropriately, keep track of the apps, games, and utilities your customers are downloading. You will be able to use this information to understand their preferences so that you can ensure that the content you are providing will be of interest to your target market.
Cable and Utilities, Mobile Campaigns, Mobile Marketing, operations
|3Seventy booth at NRA 2012 Show
The 3Seventy team just returned from the Food & Beverage industry’s biggest trade show, the 2012 National Restaurant Association Show in Chicago, IL. There were thousands of attendees, food samples as far as the eye could see, and master chefs showing off their talents.
However, the biggest thing that everyone was talking about was mobile marketing. From every point-of-sale (POS) system company advertising their new mobile POS, to QR codes for restaurants, text message marketing, and over 20+ loyalty app companies, it is clear that mobile is the next big thing for the food & beverage industry. However, a few things stood out to me from an implementation point of view:
- There is a larger need for education about mobile that needs to take place with restaurant owners. The corporate and larger franchise groups know they need to get there, and have done research on mobile to ask appropriate questions.
- The independent restaurant owner isn’t a marketer and struggles with social/email marketing programs. So, for him or her to stay tuned to the newest technologies like mobile is a real struggle. This restaurant owners needs ease of use and results.
- A large number of vendors/exhibitors at the show were showcasing technology that wasn’t truly mobile and had not been developed to mobile web or application best practices.
- The majority of the QR codes on products, booths, and even show material didn’t go to a mobile website. The majority went to a traditional website and a few went to a responsive mobile website.
There is a large interest in mobile in the restaurant industry, which is a double edge sword. Mobile is projected to generate billions of dollars in a few years and this attracts a lot of opportunists to the space looking to make a quick buck. Before selecting a mobile partner, there are several critical questions you need to ask during the evaluation phase:
- Are they using 5-6 digit numbers or 10+ digits numbers? Ask to see an example of their keyword and short code for yourselves. Your text messaging campaigns need to come from a short code (only 5 or 6 digits) and adhere to the proper mobile compliance and regulations.
- Does the message have STOP or HELP in it? Does it allow you to reply with either of those words and get a confirmation message back?
- Does the partner offer two way messaging? What I mean by this is you text a keyword PIZZA to a keyword 375275 and you get a message back. This message allows you to respond A, B, C, D and when you respond instead of getting a confirmation message (just text back) you receive another question that allows you to again respond to a questions with A, B, C, D again.
- How long has the company been in business and what type of clients do they have? You will find a lot of the companies have been in business a very short time and don’t have a good client portfolio on a national level.
- Ask the company if they own their SMS platform or if they are merely reselling another company’s technology. Find out about the company that built the technology and research them too.
The bottom line is that, in order to be successful in mobile, you must find a partner with experience, thought leadership and technology ownership in order to build successful campaigns and a long term strategic relationship. After all, you wouldn’t pick a surgeon after 4 months on the job, you shouldn’t pick your mobile partner that way either. The life or death of your mobile initiative depends on it.
Mobile Marketing, Partnerships
A recent study conducted by Borrell Associates indicated that 48 percent of owners of small and medium-sized businesses said that they were “somewhat” or “very” likely to devote a portion of their business advertising budget to mobile marketing
this year. This is a very positive sign for them, since the number of mobile phone owners continues to rise and better technology makes it easier for consumers to use websites for mobile devices or to click on mobile coupons and ads.
Business owners are strongly encouraged to adopt mobile marketing strategies
and seek good mobile marketing recommendations that will appeal to local consumers. Potential buyers who are looking for information on the run are more likely to target nearby providers, and this is a way for small and medium-sized enterprises to use their advertising dollars effectively.
Another effective way for business owners to drive sales is by advertising on mobile apps for business. I thought that the numbers released from a study conducted by International Data Corporation were very interesting. They indicated that mobile app downloads are predicted to jump from 10.9 billion in 2010 to 76.9 billion by 2014. These numbers represent an impressive opportunity for businesses of all sizes to connect with potential buyers and increase revenue through effective mobile marketing strategies. Businesses can get their message out to where customers can see them and are likely to take action quickly.
When deciding how to structure mobile marketing
for your business, simplicity counts. I know that many business owners are interested in adopting this type of marketing method to reach out to customers, and for good reason: they work.
As mobile phones continue to become more popular with consumers, they will become increasingly more likely to depend on this technology to send and receive messages and makes planning mobile marketing strategies a crucial point of your marketing mantra. Companies can use text message marketing to send messages to its customer list to provide information about special offers or promotions, turning browsers into buyers.
Since mobile phones and tablets have smaller screens than a desktop model, keeping the messages short and to the point is the way to go. A buyer who is out and about wants to receive marketing messages in bite-sized chunks, and mobile marketing campaigns are the perfect way to deliver the information they need to make a choice about where to buy a product or service quickly.
Along with keeping the messages simple, a successful mobile campaign will be one that doesn’t forget that this type of marketing involves receiving, as well as sending, messages. Be ready to deal with inquiries from customers made from their hand-held devices and tablets so that they can receive the information requested in a timely manner.
Customers who are looking for information using their mobile phone are open to making a buying decision in the moment, and reaching out to them in this way will help to boost your bottom line.
Mobile Campaigns, Mobile Marketing
The days of sitting down in front of the television to watch the Super Bowl may be over. A survey conducted by Harris Interactive
found that 60 percent of mobile phone owners stated that they were going to use their phones while checking out the action on the field. We’ll soon find out what the actual mobile interaction during the Super Bowl was, but I imagine it was pretty high, and opens up a new opportunity for mobile engagement marketing
I was really surprised to discover that a number of respondents stated that they were planning to use their smartphones during half time and while ads are running on television. While these results may not be good news for companies shelling out about $3.5 million for an ad on game day,
it does open up an opportunity for companies to step up their mobile marketing
strategies to reach consumers – targeting super bowl fans.
This phenomenon has been called the “second screen market,” and I think that companies who are well positioned to take advantage of it will do very well. Unlike a television commercial, which is a one-way form of communication, mobile ads on smartphones have the potential to be an interactive experience for the consumer.
The person viewing the ad on a mobile phone or a tablet can see the message and then use the device to visit the company website to see special offers or get a discount coupon. The longer the customer is focused on the company’s message, the more likely the interaction will result in a sale. I declare this strategy a winner, no matter what happens in the Super Bowl.
Mobile Marketing, Television
With the mobile marketing wave continuing to gain momentum, I thought it would be prudent to take a moment to focus on how businesses should always keep the consumers’ needs in mind when they are developing a mobile engagement strategy. This method of reaching out to customers gives businesses access to the buying public like never before, but it is not without its pitfalls.
One thing that business owners and marketing types need to keep in mind is that mobile marketing is different from traditional web marketing. Unlike trying to connect with your customer base through a console, this type of marketing must be directed to the person on the go – which is a different target audience. How can you make the experience unique and engaging for the customer? This is where you must to focus your attention if you plan to develop an effective mobile marketing strategy.
Since mobile devices are meant to be carried by the customer, you need to consider where your customer will be when he or she receives your message and how you can entice the customer to visit your brick and mortar store or mobile site.
Mobile devices also make it easy for your customer base to share information with friends. The effective mobile marketing campaign should include something that the customer will want to share with others right on the spot, which means the message needs to be catchy and relevant.
Keeping these ideas in mind will help you develop an effective mobile marketing campaign.
If you are still on the fence about whether mobile marketing
for your business is a good idea, consider that this method of reaching out to potential customers gives you access to a much larger target market than you may able to reach through other marketing methods. I would ask you to keep in mind that more potential customers have access to mobile phones than most other forms of media. The fact that there are so many buyers with this technology means that you have the potential to increase sales dramatically through an interactive marketing campaign.
Consider using text messages as a way to promote your business, share information to your customer base, and offer savings coupons. This method of promotion is interactive and it allows you to develop relationships with your buyers, which in turn will lead to sales. You can reach larger audience while spending less than you would on traditional marketing.
Your potential customers are using their smartphones and tablets to search for information and check out pricing before making a purchase. All your mobile marketing campaign is doing is tapping into something that your customer base is already very much interested in and building on it.
Using mobile technology to connect with potential buyers is not the wave of the future; it is already here. Businesses are already maximizing this type of technology. With the growth in mobile phone sales, this trend is only going to continue over time.
Marketing Integration, Mobile Marketing