With the steady rise of mobile technology, businesses are including mobile marketing in their marketing strategy in an effort to keep up with tech savvy consumers. For better or for worse, going mobile can be a huge step for any business. Starbucks has reaped the benefits of mobile marketing and is now the leader of mobile payments while Jack in the Box has implemented some pretty unsuccessful campaigns due to the brand’s poor strategy and execution. So, why do some brands succeed in mobile marketing campaigns while others struggle to get it right? That’s simple: the successful ones educate themselves before going mobile. The following guide contains the basics of what you need to know before you go mobile.
1. 91% of business professionals use a smart phone. There’s no denying that your audience is mobile. Simply knowing this fact is enough encouragement to get the ball rolling. Hitting your target audience through a mobile marketing campaign can be extremely beneficial, so make sure you’re targeting the right market and make sure you’re giving them something valuable.
2. Not all campaigns work on all platforms. If your coupon code for $1 off a customer’s next burger and fries combo is only available to iPhone users, you may run into problems with Android and Blackberry users. Instead of making a custom deal for each device, make a simple yet visually appealing deal that will fit all platforms.
3. 98% of text messages sent are opened. 83% of text messages sent are opened within 3 minutes, according to a Techipedia study. How does this benefit you as a mobile marketer? Clearly, the immediacy of a text message is a great way to not only get your message out there quicker, but to also develop something beyond an advertisement with your customer. It’s more personal, and allows you to get your point across efficiently, as text messages have a character limit of 160
4. Do usability tests. Before sending out the campaign you’ve worked so hard on, send it to your coworkers and peers and judge their first impressions. If they turn to you to ask a question, there’s something wrong. Either your messaging is confusing, your wording is off, or there’s a functionality issue. If they can get through the campaign with ease, and even seem to be enjoying themselves, then you’ve hit the jackpot.
5. Don’t be a spammer. If you’ve gotten the reputation of being a mobile marketing spammer, you’ve lost the customer forever. Also, don’t make it too difficult for a customer to opt-out. If the process is too difficult, the customer will forever opt-out of your company and there’s no getting them back. Make every step of the campaign a simple and easy one, from the opening of the message to the opting out.
Educate yourself on everything mobile marketing before sending out your first campaign. Knowing the ins and outs, facts, and statistics will help you develop the best mobile marketing strategy.
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