Mobile Marketing is No Longer a Niche or Trend. The pervasiveness of mobile phones means that the mobile channel will become more than a vehicle for sending texts and receiving calls. But there are a few things to keep in mind when pursuing a successful mobile marketing initiative:
- Think beyond the text
While SMS is the most recognized format of marketing via mobile, think beyond the traditional “BUY2DAY” message. Think content downloads, product alerts, surveys, loyalty messages, even wake-up calls, all designed to provide value and compelling content to your customers.
- Go forth and integrate
Provide customers with content and services that fit their lifestyles and improve their lives. Your communications should be integrated across all channels, including mobile. Use mobile as a complement to other media, and vice versa.
- Put the consumer first by balancing respectful communication and ease of use
Mobile users expect instant gratification, and do not want to jump through hoops to get the information they need. And they will bristle fiercely at any perceived invasion of privacy.
- Give consumers something they want
Think m-coupons or other financial prompts to text for more information or log on to a mobile site. Combine a mobile coupon with a store locator to add more value.
Mobile is still considered an emerging channel by some, susceptible to uncertainty and hesitancy among late adopters. But smart marketers are integrating trackable, quantifiable mobile components within campaigns to extend their reach and increase efficacy.
ERIC HOLMEN
PRESIDENT, SMARTREPLY
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