All businesses, big or small, seem to have a mobile marketing campaign. You can throw a brick out of your window and you will be sure to hit someone who is either thinking of formulating a mobile marketing strategy or already has one figured out. Let’s face it. This is a mobile world and in a mobile world, businesses need to be where their consumers are – on mobile.
However, you can’t just charge ahead and create a few QR codes and a mobile-optimized website and call that mobile marketing. Mobile marketing requires just as much thought as traditional marketing and there are a number of questions you need to ask yourself before you can begin to create your own mobile marketing strategy.
1) Are you doing this because everyone else has a mobile marketing strategy?
While there is certainly a case to be made for any business to be on mobile, perhaps it’s not always the most optimum choice. You need to make sure that your business benefits from a mobile marketing strategy before actually creating one.
2) Are all your customers on mobile?
Naturally, the only reason you want to be on mobile is because all your customers are on mobile. And if they are not there, it will be a sheer waste of money and effort to create a mobile marketing strategy.
3) Do you know your customers?
One of the great advantages of mobile marketing is that you can personalize your approach to individuals, rather than a big block of ‘consumers’. If your customer Jim buys running shoes three times a year, you can inform him, via mobile, of any relevant discounts or sales you might be having. But to be able to do this successfully, you obviously need to know your customers well.
4) Are you willing to work with limited space and attention spans?
We’re a very distracted people, switching our attention between different gadgets and snippets of information. A successful mobile marketing strategy takes this into account, as well as the fact that mobile real estate is limited. Therefore, your messages need to short, punchy and highly creative in order to capture the attention of your users.
5) Do you think your customers are stupid?
This is a serious question that you need to ask yourself. If you think you can spam your customers with irrelevant or pushy messages, or not give them the choice of opting in or out, you’ve made a huge mistake. Customers are smart and value their space, so as soon as your mobile marketing message starts getting pushy and stops being relevant, they will switch you off, or worse, move on to a rival business.
Image courtesy Chris Baker