The face of marketing inevitably changes with the advent of new technologies as consumers adopt and come to prefer communicating through various new channels. Whereas marketers once relied heavily on radio, television, and print advertising, many now find online, SMS, and social marketing efforts more effective in this digital age.
Mobile marketing wields a particular power over consumers in today's society as a result of people's dependence on their mobile devices. The cellphone, a communication device once used as a fall-back or in the event of an emergency, has evolved into so much more. It's a tool for calling, texting, emailing, gaming, checking sports scores, updating your Facebook page, Twittering, managing schedules, setting alerts, getting GPS-based directions, and so much more. No one leaves home without their cellphone.
Obviously, this makes mobile a very effective medium for consumer marketing. However, it is important that marketers realize that there are right and wrong ways to communicate with consumers and adjust their marketing plans accordingly. Remember, it's not just how much you invest in mobile marketing; how you execute your strategy can make a big impact on its effectiveness.
Here are five tips for making the most of your mobile marketing efforts.
1. Communicate in the methods customers prefer
Prior to initiating a mobile marketing campaign, make sure to thoroughly research your specific target audience. It's very important to determine A) exactly who comprises this audience and B) how they prefer to receive information. Is it via text, email, voice, or another medium?
Integrating opt-in pages to your websites can help assist with list-building, ensuring that the customers contacted have given permission and indicated they want to receive communications via a particular channel. Finally, be sure to consider the length of a message. For example, the average listening duration for a voice message is 30 seconds. Therefore, messages longer than this likely won't be heard by consumers.
2. Supply desired information
As part of your pre-campaign consumer research, be sure to develop an understanding of the information consumers are seeking. You want to provide desired information -- not just details you deem important or that appear likely to benefit you most.
For example, say a professional sports team is targeting its past single-game ticket holders to promote ticket sales for next season. While the team might want these consumers to purchase multi-game ticket packets in advance, the fans might actually be looking for information on how to purchase tickets for a single game, at their convenience. By providing the information fans are seeking, the team increases the likelihood of ticket sales and makes customers happy.
3. Avoid intrusive messaging
Be sensitive to the fact that consumers are constantly bombarded by marketing and advertising efforts. Messaging should be extremely tailored for the target audience's interests and needs. If consumers feel like they're being taken advantage of or that the messaging they receive is undesired and intrusive, you will risk alienating them from your brand. In addition, make sure that the timing of messaging is appropriate; you don't want consumers receiving messages at 3 a.m., for example.
4. Improve relationships with customers
Take advantage of the opportunity to serve customers well and create lasting relationships with them. Use mobile marketing to follow up with customers after purchases, offer any service assistance desired, notify customers of special upcoming deals, etc. Let customers know they are valued and that you appreciate their business. By building more personal and intimate relationships with customers, you can help secure their business into the future.
5. Build customer loyalty
Make repeat customers feel special by offering exclusive deals, special service, and extra information. By simply creating a "VIP customer" list or offering items at a better value for these loyal customers, you'll make them feel like they "belong" and truly secure their loyalty and business for the long haul.
For example, a musician might send special "thank you" messages to fans who attended a recent concert. In this messaging, he might also offer special back-stage passes or ticket discounts to these fans at the next concert they attend. Cultivating relationships with these loyal, repeat customers can lead to gaining future business with these individuals as well as those who are referred by them.
Mobile marketing involves elements of both science and art. Research and consumer analysis is very important to strategizing effective campaigns. However, when it comes to implementation of a campaign and building relationships with customers, it is important to properly tailor messaging and include a personal element of your business. Only when you allow yourself to get personal with customers will you see the loyal (and lucrative) business that mobile marketing can make possible.
Bob Compton is CEO and co-founder of permission-based voice marketing provider Vontoo.
On Twitter? Follow Compton at @VontooVoice. Follow iMedia at @iMediaTweet.
