Mobile Marketing: The Basics

Mobile marketing has come a long way over the past decade. It has grown from text-message advertising–made possible by short codes back in 2003–to an essential component of successful businesses. Location based services and mobile-friendly emails have become standard, and even mobile eCommerce is now expected. Nearly every one of your customers owns a mobile device, and it is imperative to use this to your business’s advantage. Implemented effectively, mobile marketing perpetuates sales by encouraging shopping for active customers and prompting re-engagement (reduced churn) for static ones.

While mobile marketing may not be the most efficient way to acquire customers, it is no-doubt one of the most effective ways to retain them. If you don’t already know why “retention is paramount,” see the June 1st post. Despite understanding the importance of customer retention–and the benefits mobile marketing offers–many businesses still neglect implementing a mobile campaign.

While mobile marketing may seem like a daunting task, simple integrations can lead to big benefits. So where to begin? First and foremost, it is imperative to make your website mobile friendly. Trial and error with popular mobile devices such as iPhone, iPad, Android, BlackBerry, etc., allows you to tweak your website in order to attain the best possible mobile experience. Include links to social media pages such as Twitter and Facebook, and pitch your products effectively through easy-to-read, visually appealing advertisements that set your business apart from competitors. Publishing mobile friendly content engages users and helps build customer loyalty, and word-of-mouth marketing will result from enhanced relationships with customers.

In addition, all materials published on your site, including items such as literature and podcasts, should be made mobile-friendly and easily accessible. Along with a mobile-friendly website, mobile friendly emails are essential and easy to adopt. Your brand name should stand out, and the subject line, offer or key content, and call to action should be clear. After ensuring your website and emails are mobile friendly, the sky is the limit. Mobile apps, quick-response (QR) codes, location-based services, and perfecting mobile eCommerce are just a few of the additional ways to establish–and benefit from–your mobile marketing campaign.

Integrating a mobile marketing campaign is not as daunting as it may sound, and it is never an all or nothing project. Gradual implementations to make a more mobile-friendly business can be low cost and add up over time, as steady development will pay off in increasingly big ways.