Smartphones are becoming ubiquitous. The mobile phone platform is providing immediate, easy access to data in a way that has been unprecedented. Phone calls, Email, text, GPS, calendars, music, and search, games, TV and internet access all reside in our pockets. Our phones have evolved to become tiny computers which in some ways have lessened our need for desktop or laptop access.
Mobile phones allow the consumer instant access to a myriad of purchasing activities and can even target those activities based on geographic location now thanks to GPS services. Your customer can now find what they want on their phone, compare deals, purchase and have a product shipped to them all from the screen of their phone. No need to wait. In a recent report Forrester stated that 39% of all mobile phone users had smartphones by the end of 2011. Yet most integrated marketing plans do not have a mobile component or if they do then it is a small part of the program.
Dip Your Toe Into The Water With Mobile
One way to consider dipping a toe in the water might be to add actionable content via a mobile app driving traffic to your current website. Optimize the creative so that it works well on a mobile screen there is not much real estate for visual impact here. The message should be clearly discernible. Just sending traffic to a conventionally designed web site could spell disaster for a marketer. No one is going to scroll through a large busy website on their phone.
Consider making the message/offer timely and build in immediacy. Coupons and timed special offers could be a part of the mobile campaign. Use the phones portability to its advantage as well as the spontaneous interactivity that a phone can offer where a computer cannot.
Make Mobile Part of Your Marketing Strategy
Make the mobile part of your campaign work as an integral part of your overall strategy and help your customer use their device to its utmost capabilities, think click-to-call, click-to-order, click-for-directions etc. You can even run an SMS campaign for your mobile subscribers with special offers. You can extend the mobile themes of the campaign and optimize the content for use on iPads and other mobile tablets. Make sure you capture your data. How long are these customers spending on one part of your mobile site? What part of the offer is most often visited? Acted upon? Ask your customers for feedback.
Incorporate QR codes into the rest of your campaign even outdoor advertising, direct mail and in store displays. You campaign can all work together to better serve your customers, make it easier to do business with you, further engage and understand your customer base. And if you build in a good back end tracking system for capturing data you will have a great addition to your CRM.