Mobile electronic communication tools and Smartphones have brought an important technological revolution in the history. They have brought significant changes in the way we socialize and communicate with people.
They are playing important role in our daily lives whether it is a homemaker using mobile phones for placing monthly rations or the retailers using it for marketing and advertising their products. Mobile has become an important marketing tool today.
Some marketers do mobile marketing without implementing any sound strategy. However, it presents wide opportunities for smart marketers to execute effective mobile marketing strategies.
Mobile marketing can be applied in various marketing scenarios to help companies’ attract customers and generate more business. But in order to be effective it needs to be executed as a part of comprehensive and smart marketing strategy and not as a single marketing tool. Marketers should review the present mobile marketing tools before deciding on which one to use and for what reason. Some of the mobile marketing tools available are:
- QR codes
- SMS text message
- Mobile websites and landing pages
- Customized mobile apps particularly designed for the corporates
- Email marketing custom made for mobile devices
Each of the tools has its own benefits and drawbacks that should be considered before including them into a marketing mix.
Points to consider before designing a mobile marketing campaign
A marketer should keep following points in mind while designing a mobile marketing campaign:
- In order to make an effective mobile marketing strategy, include features of the product that will help prospects solve the problem or how it is beneficial to a prospect. Remember a buyer is interested in how a product is useful to him.
- Your mobile content should be enticing so that it can engage the prospects attention. It should include advantages and solution to problems.
- A mobile user is generally distracted and busy when he reads a marketing message on his mobile, might be his in a bus, train or in a queue at grocery store. So as a good mobile marketer your content has to capture his divided attention.
- The mobile websites and landing pages should be user friendly and easy to navigate. The marketing messages should be brief and precise. There should be a strong call to action which can persuade the prospect to take an action.
- A mobile marketing message should be uncluttered and simple.
There are numerous advantages of using mobile marketing. One of the biggest advantages is available to the retail sector, especially the small, local retail shops. Retailers with the help of custom apps installed on the phones of their store customers or visitors can send them mobile coupons when they are in the restaurant or store offering them attractive discounts and motivating them to purchase more. They can collect the mobile numbers, email ids of their customers and offer them exciting deals through text messages.
Restaurants can drive in huge customers by sending impromptu message to the list of its subscribers by offering attractive deals like deserts or appetizers if the recipient of the message walks in to the restaurant that night.
Mobile marketing tools like QR codes are a great method to integrate mobile and offline marketing. They can drive in mobile traffic to a well-designed landing page customized and optimized to change the visitors into potential buyers.
Mobile marketing strategy can be used effectively to draw and engage new prospects to your business.
