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Mobile marketing. Blah. Blah. Blah. You’ve heard it all before. That you need to take things mobile. That mobile is the next big thing. The real question is have you listened? Well lets talk. Let me tell you why it might just be the bee’s knees.

These statistics on mobile might help peak your interest a little bit:

  • 300,000 mobile apps have been developed in the past year
  • 90% of all mobile searches will result in a purchase or visit
  • 50% of all mobile searches in the restaurant business will result in a purchase
  • 3/4 of people will use their mobile phone for shopping
  • 52% of people say that a poor mobile phone experience will make them less likely to purchase from a company
  • 75% of people will abandon a site that doesn’t load in 5 seconds
  • 67% of people use their smart phone browsers to pass the time when waiting around
  • 90% of all home buyers use mobile phones to search for houses
  • Retailer apps with store modes get 500% more interaction with customers then stores without mobile apps
  • 80% of consumers use their smart phones to shop in one way or another
  • 29% of mobile users are OK with scanning QR codes to get coupons

So the next question is what is stopping you?

If you haven’t quite hopped on the mobile train then you should figure out what is stopping you. If it is the fact that you think mobile advertising is less reliable: you are wrong. I don’t mean to be harsh…but get the facts, people, GET THE FACTS! Geo-targeting is actually more reliable on phones. This is because Google sets Geo-targeting for desktops based on the IP address and the location of interest in the search queries themselves. However, for mobile devices Google also uses GPS, Wi-Fi networks, and cell ID towers.

Is it due to the fact that you feel as if you don’t have the budget? Well think again. Google has a free mobile website tool called GoMo, and there are plenty of other free tools to help make a mobile site without spending lots of extra money.

So how do you get started?

1. Decide what you want to go mobile with. What do you think mobile marketing can help you achieve?

2. Look at it from the consumers perspective. This helps you establish how mobile can change things for your target market.

3. Segment. Pinpoint distribution to different segments.

4. Use DIY tools to save money.

5. Build a customer loyalty club. Do this by capturing your customers data through marketing activities and other transactions.

Decisions. Decisions. Decisions.

So now you finally realize that you should start going mobile… what next?

Well now think about whether you are looking for an app or mobile web for your business? Mobile web allows for quick bits of information while an application allows for offline usage, better navigation, and deeper immersion.

Some of my very favorite examples of mobile applications include:

  • Colorsmart by BEHR- This application allows users to take a picture of a room and choose paint colors and palettes. It then is able to estimate the total cost and recommend a store near you. This is so fantastic. I need to get this app. I really do need to do some painting.
  • Chipotle- This application allows the user to order from their smartphone. They are able to select the nearest Chipotle, customize their order and enter their payment information and then just go and pick up their order. I am a die-hard Chipotle fan. If you didn’t know Chipotle is from Colorado and that is where I grew up, and there Chipotle is like part of the culture. I am not kidding my brother used to go to Chipotle every single day.
  • Jones soda- This app allows users to customize a soda label with a photo, flavor, and customized label. It then allows them to make a purchase of this customized soda in a pack of 6 or 12. This is engaging, but also allows for customers to purchase their customized soda’s.
  • Merrell Go Barefoot- As barefoot running became increasingly popular Merrell launched a product line called Barefoot. The app allows users to slowly work there way into using the Barefoot shoe. This app has 40 days of workouts, exercises, and challenges to eventually be able to run 1.5 miles in the Barefoot shoes. This app is wonderful as barefoot running can be really dangerous to your body, and Merrell was able to design a program to ease the body into it, while marketing their product.

Building your own app can be quite a challenge. With these tips on how to design a mobile app for your business you will be able to avoid some costly mistakes.

  • Make sure there are just a few tasks. My usual phrase, “Go big, or go home” does not apply here. This allows for larger buttons, and a better visual which is what is important on a mobile app.
  • Get the word out about your new app! If you have a large web presence then let your customers know about the app via the website. Also continually check up on your mobile app reviews and ratings. This will help attract new customers.
  • Design your app so that it is something that you customers will want to use consistently, and make the app engaging so that you can re-connect with your customers. Make sure that you provide reasons for your customers to engage such as coupons, and other rewards.
  • Make it easy for mobile app users to submit feedback to you, and also listen to feedback. You are trying to create long-term relationships with your customers, and in doing so allowing your customers to have a voice is crucial.

I have run across some great tips for mobile marketing. The first one is to balance your performance goals, while still encouraging participation. Merrell’s app does a fantastic job at doing this. As it encourages many to participate in training their bodies to be able to run barefoot, while promoting their Barefoot shoes as that is what the program is designed to do. The second is to make sure to think local with mobile marketing. BEHR’s app does this well as they include the nearest location to purchase paint. A one-stop-shop to look at colors and to see where to get the paint is easy and allows for the customer to go straight to the store and make a purchase. Another good tip is to Switch your budgets to mobile. If the statistics above didn’t convince you, well then you are a lost cause. No really, switch the marketing budgets to mobile. And of course last, but not least, make sure that all channels provide a seamless experience as customers expect nothing less.

So what does the future hold? Well many think that text message marketing is the next big form of mobile marketing. This is because EVERY single phone has at least two functions: calling and text message. There is a 98% opening rate which would be higher than emails. However; consumers would still have to opt-in and the opt-in rate in unknown. Personally I think text message marketing would just be more noise that we would filter out. I get my hair done every month and a half at a fancy salon (who uses all natural products). Somehow I opted into getting text messages, and every month or so they send me a $20 off coupon. So I wait till I get the coupon to call and make an appointment. If it was email I will admit it would take me a week to open and I would forget. However; if it wasn’t a coupon for $20 off, I would of already opted out of text messages from my salon. After all, emails started out as communication between parties and now everything in my inbox is advertising. If text messaging went in that direction I would start calling all my friends (and I hate talking on the phone).

 

References

10 Mobile Marketing Tips for Small Businesses. (2013, October 29). CIO. Retrieved October 29, 2013, from http://www.cio.com/article/742129/10_Mobile_Marketing_Tips_for_Small_Businesses

Blog. (n.d.). SEER Interactive RSS. Retrieved October 29, 2013, from http://www.seerinteractive.com/blog/smartphone-advertising-myths-debunked

Classic Guide to Mobile Advertising. (n.d.). Mobile Marketer. Retrieved October 29, 2013, from http://markstaton.files.wordpress.com/2013/10/classic-guide-to-mobile-advertising.pdf

Mashable. (n.d.). Mashable. Retrieved October 29, 2013, from http://mashable.com/2013/10/27/mms-mobile-marketing/

Mashable. (n.d.). Mashable. Retrieved October 29, 2013, from http://mashable.com/2011/09/12/branded-iphone-apps/#gallery/13-branded-mobile-apps-that-enhance-products/50bdeca1b589e452f7000ee1

Mobile Marketing for Local BusinessWhy Local Business need Mobile 3. (2013, May 24). YouTube. Retrieved October 29, 2013, from http://www.youtube.com/watch?v=L-oHhAbG2tQ

Mobile Website vs. Mobile App (Application): Which is Best for Your Organization?. (n.d.). Mobile Website vs. Mobile App (Application) “ Which is Best for Your Organization?. Retrieved October 29, 2013, from http://www.hswsolutions.com/services/mobile-web-development/mobile-website-vs-apps/

 

 

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