It’s as clear as day that mobile marketing is going to play a significant role in the retail space and no brand wants to miss out on leveraging mobile phones to connect with their buyers. However the words mobile marketing can be associated with “nuisance, spam and irritating” or “creative, fun and cool” depending on how your brand makes that connection with buyers.
The most obvious way is the one marketing has been doing for years. Push your marketing messages out to consumer’s mobile phones and hit them with promotions, advertisements, and text messages until you get some response. The smart phone is a fairly new medium but the push based method of marketing and advertising hasn’t changed in ages. It’s same the way it’s been done over radio, newspapers, magazines, telephone, television, email and mobile phones.
Today’s buyer does things differently. We don’t like brands constantly hounding us with email marketing and pushing us spam-like messages to our mobile phone unsolicited.We prefer “self service” -researching information on a brand or product online when we need it. The smart phone and social media savvy buyer doesn’t believe in the one-way voice that traditional brands and companies are used to. They expect two-way conversations with accessible and easy to engage with brands that will give them the information they need when they need it.
Many brands and manufacturers overlook this pull approach to mobile.So how exactly can a retail brand connect with and serve up information just when they buyer needs it?
The answer lies in allowing the buyer to easily trigger the connection and pull up the information he or she wants at the point of sale. Through the QlikTag™ solution we’ve developed at Zeebric, this is done through placing a QR / NFC based 2D label on the product which the buyer can scan with their mobile phone triggering the connection between brand and buyer. As mobile users we have begun to learn to scan QR or NFC codes “when we want to know more about something”. That something can be a poster on the wall, a page in a book or printed on a business card. The key point is we scan a code “when we feel like we need to use our mobile device and connectivity to learn more about something or interact closer with someone that has shared this code”.
This alone puts the decision in the hands of the buyer and enables them to connect with you instantly, get the information they need during the buying process, learn more about the product in front of them, participate in a promotion, receive a discount coupon, connect on Facebook and so much more. It gives them a way to interact with the product as well as the brand using their mobile to engage rather than to receive marketing messages that they don’t want.
How the mobile user is targeted is a decision brands have to ultimately make. It can be pushy, spam-like and done in a way where users may develop negative sentiments towards the brand or it can be pull based, creative and interactive enabling the buyer to decide when it’s time to connect! As a brand manager or owner, how do you see it?