What is the key to mobile marketing success? Yes, optimizing your website for mobile devices is important. It is also vital that you learn how to deliver your marketing messages in short, punchy text, because mobile real estate is precious and there’s too little of it. You should also be willing to stretch your creative limits to come up with effective mobile marketing campaigns.
All the above points are certainly very important, but there’s one rule that is more basic and more vital than any of them. That rule is: Understand Your Customers’ Behavior. This is one of the basics of marketing, whether its traditional or mobile, and yet, it’s an easy one to forget. To be able to get your mobile marketing message across, you need to understand the mobile behavior of your customers. You need to know how your customers engage with your brand on mobile, and what they expect from you. Are most of your customers using their mobile on the go or in the comfort of their homes? Which is the place or the time of day when they will be most receptive to your message.
Using all this information, you can plan a mobile marketing strategy that will not only get you maximum attention from your customers, but will also give them some tangible benefits in return. There are a number of ways you can do this in. Below are a few illustrations of how brands can use this basic rule of mobile marketing and engagement.
- If you’re a travel company, you might want to reach out to your customers at bus stops, train stations and airports. You need to understand what type of information people are looking for: how to take care of their luggage, information about the local attractions, recommended hotels and restaurants, and cab services. Besides this, people always want real-time information about when their bus (or train or flight) is arriving or departing. Perhaps you can have QR code enabled posters or signs which could share all this important information with your customers.
- In a retail space, consumers are most often looking for deals, discounts and special offers, so make an offer they can’t refuse. They are bound to go online and compare prices and reviews, no matter what you do. That is behavior you can’t control. However, you can control how they perceive your brand, so make sure that they have enough facts to make an informed decision. And of course, any deals which they can take advantage of immediately.
- Grocery stores and supermarket chains can place posters with QR codes and/or NFC chips in subway platforms and at bus stops, where working people are likely to see them. Enable these customers to shop while they are on the move.Or even have them displayed prominent outside office buildings or inside them. It could be as simple as linking the posters to your mobile shopping site, or the poster could have pictures of items with a code for each. Add home delivery to the mix, and watch how grateful customers are to you for saving them time and effort.
These are, of course, just a few examples. While the basic rules remain the same, every brand has to come up with its own way of communicating and engaging with its customers. As long as brands remember to understand their customers and their needs, there’s no reason why mobile marketing should not be a success.
Mobile Marketing Success