Thursday, January 31, 2013
I would like to think we all agree on the ability for the mobile environment to affect marketing strategy. It is a fact of nature, the nature of change. It is a solid fact that the majority of consumers don't leave home without their mobile devices (whether a tablet, mobile phone, or smartphone). Yet mobile is still a relatively young marketing channel. How can you step up your game to gain more mobile customers and interactions?
Promote your mobile program through other channels! You’ve invested resources to improve your mobile presence—whether with a responsive website, mobile-optimized email, SMS capabilities, or mobile app. How can you take every opportunity to connect with new customers via mobile?
- In the inbox. Create a targeted email campaign to customers viewing on a mobile device. Offer an incentive to download your app, visit your mCommerce site, or sign up for your SMS program.
- In the store. Offer exclusive text-in deals via in-store opportunities with signage and point-of-sale receipts.
- On your website. Add a pop-up to your website (when viewed on a mobile device) that promotes your app. Ask customers to text in to get an SMS message with an easy link to your app.
- On social networks. Do your fans and followers even know you have an app or SMS offers? Use social channels to promote mobile. Make sure your Facebook pages are mobile optimized for easy viewing, especially since Facebook is the world’s most downloaded app.
- On a smartphone. Already have SMS permission? Send an outbound message with an incentive (e.g., “Free shipping this weekend only”) and a direct link to the download page in the app store.
- In the mail. Take advantage of traditional communication methods by including mobile calls-to-action on an invoice, statement, packaging, or direct mail piece.
Remember that a mobile phone number becomes much more valuable when it’s paired with an email address, Facebook page, or Twitter handle. The more data you have, the smarter you can be in your mobile strategy. As you acquire new mobile customers, consider the right opportunity to ask for permission to message through additional channels. Can you ask for email or social media information during key interactions, such as SMS opt-in, app registration/download, or point of purchase?
It is important to keep learning and acting on the impact of mobility within your industry. Click here to learn more about the 4 Stages of a Smart Mobile Strategy.