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Mobile Integrated Into Marketing Strategy = Success & Increased Revenue, Part II May 16, 2010

Posted by StrategicGrowth in marketing strategies, mobile, mobile coupons, Mobile Marketing, Social Media, Strategic Growth Concepts.
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Part II – Low-Cost / No-Cost Methods of Mobile Marketing

In Part I of our multi-part Mobile Marketing series we learned that Mobile Marketing is most effective when incorporated into an overall marketing strategy, and used as a supplement to the mediums you are already using. 

In Part II of our series we’re going to discuss a variety of low-cost or no-cost methods of Mobile Marketing that a small business can utilize to promote their firm.  So let’s look at some ways a small business without a substantial budget can incorporate Mobile Marketing into their existing marketing strategy:

  1. Local Business Listings – These are the free yellow page listings by Google, Yahoo, Microsoft and many other directories; and these directories are the resource that consumers will use to find your business – particularly when they are ‘on the road’ and searching on their mobile device. There are over 60 local business listing websites on the Internet in five different categories. They include the search engines, social communities, 411 websites (aka yellow page type websites), GPS websites and the age old business directory.  Most of them are free but need to be ‘claimed’ by your company in order to insure they contain accurate information that drives customers to your business.  Failure to ‘claim’ your listing may mean that inaccurate information about your firm is posted to them from other sources, or that someone else may hijack your listing for unscrupulous purposes.  To effectively ‘claim’ your listings can be extremely time-consuming and tedious, therefore, an alternative option is our Local Business Listings Management Service which can handle this task for you.
  2. Google Mobile Coupons – Google is just one of the search engine directories where your business should be listed to insure it will be found via Internet or Mobile search, however, Google offers a distinctive advantage.  For over a year now Google has been offering all businesses with a Google Local Business Listing the ability to include Mobile Coupons as part of their listing.  The Mobile Coupon tool is FREE to use, and you can include multiple coupons with your listing.  Then when your firm comes up in the search listings, potential customers will also see your Coupon.  It could be just the advantage you need to make them pick your company over your competitor’s!
  3. Social Media – many of the most prominent social media sites now allow members to access them via their mobile phones, in fact, Facebook which boasts 400 million users, recently publicized statistics which indicate that more than 100 million of those users are using mobile phones to manage their account.  This means if your firm already has a presence on social media, that you are likely already benefitting from Mobile Marketing without taking any additional actions.  However, if you’re not yet participating in social media, then it’s time to get on board!  If you would like to learn how social media can work for your firm and help to increase your Mobile Marketing presence, or if you would like assistance in developing and managing a social media program, please go to the social media section of our website.
  4. SMS Messaging (text messaging) – According to the Director of Research at Nielsen Mobile, “People look at every text message they get”, and they do so within 15 minutes; in fact, studies show that 97% of cell service subscribers read any text messages they get within 15 minutes.  Can you think of any other advertising medium where you are almost guaranteed that every person targeted will see your message?  In today’s “on-the-go” world, studies show that 84% of mobile phone users keep their device within 10 feet of them at all times.  Considering that over 85% of potential consumers have a cell phone, that’s a huge potential customer base that’s easily accessible (as long as they have opted-in to receive messages from you)!  Recent surveys also indicate that consumers are very accepting of mobile offers sent to their phones as long as they are from companies in which they have interest.  The really good news is that the technology has advanced far enough that there are now SMS Mobile Marketing platforms where you can easily create your own text messaging campaigns within minutes – and starting as low as $25 per month!  Learn more about your text messaging options on our website.  Some ways you might use SMS messaging might include:  coupons, contests, regular ‘tips’ about your product or service, and incorporating your KEY WORD and SHORT CODE in your print, billboard, radio or TV advertising to encourage people to opt-in to your mobile list so you can then contact them via SMS on a regular basis with offers designed to encourage them to do business with you again.
  5. Mobile Website – In the last 5 years it has become an imperative rather than an option to have an Internet website.  Now, it is also becoming an imperative to have a mobile version of your website.  These sites are optimized specifically for easy viewing on the wide variety of mobile phones available today and are NOT just scaled down versions of your Internet website.  However, technology advances have also made this option much easier to implement, and services exist where you can build your own mobile website or have it done for you typically for several hundred dollars or less.  Learn more about mobile website options on our website.
  6. QR Codes – Another very viable and cost-effective Mobile Marketing option are QR codes.  These are 2-dimensional graphics (similar to the barcodes on products you buy at the grocery store) that contain information that can lead your customers to a website, display a coupon, provide driving directions or a map, provide contact information, or many other valuable uses. In order to ‘read’ a QR code a consumer downloads a QR code reader into their phone (though the software comes standard in Europe and Asia, that is not yet the case in the U.S. but likely will be soon), then they take a picture of the code with phone’s camera and the software automatically sends them to whatever content you had embedded within your code.  You as an advertiser can place these codes in your print ads, on websites, on billboards, on t-shirts, in emails, or on any other printable or digital medium where a camera would be able to take a picture of it.  Learn more about using QR Codes on our website.

This is just a brief overview a few of the many ways in which Mobile Marketing can be utilized to promote your business cost-effectively.  If you would like to learn more about the ways Mobile Marketing can help your business specifically, please contact us via our website or email us at info@StrategicGrowthConcepts.com .

In Part III of this series, we’ll review case studies that show a variety of ways Mobile Marketing is being utilized by other small businesses so you can begin to consider how to apply this high ROI  technology to your business.  Future segments of the series will continue to explore Mobile Marketing, and attempt to answer any questions submitted to us about the medium.  If you would like to have your questions about Mobile Marketing incorporated into our series, please submit them to us directly at info@StrategicGrowthConcepts.com and include “Mobile Marketing Questions” in the subject line of the email.

Commit to the Use of Mobile Marketing Instead of ‘Testing’ It January 16, 2010

Posted by StrategicGrowth in marketing strategies, mobile, Mobile Marketing, Strategic Growth Concepts.
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Those of you who are regular readers of this blog know that we are very strong proponents of Mobile Marketing technology and incorporating that technology into your marketing mix.  We also believe that 2010 is likely to be the ‘breakout year’ for Mobile Marketing, and that those who previously hadn’t even considered incorporating it into their marketing strategies will now become frequent users of the medium.

Given the dominant role that Mobile is likely to play in the marketing efforts of businesses large and small this year, we feel it is important that marketers have an understanding of the best approach to take and how it may best be applied within their firm’s marketing plans.  Therefore, we felt it an excellent idea to share with you this essay by Cory Treffiletti which recently appeared in MediaPost’s ‘OnlineSpin’.  We urge you to review Cory’s recommendations and consider how best to apply them to your firm.

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Commit To Mobile Instead Of ‘Testing’
By Cory Treffiletti

Do you have a mobile strategy, or are you just winging it?

Participating in the mobile landscape is like any relationship: to be effective, you have to know what you want going into it. You have to be willing to commit and to compromise in order to have success.

Mobile is growing in importance; the recent acquisitions by Google and Apple of mobile ad networks, as well as the recent announcement of the Google Nexus One, demonstrates that fact. The problem is that too many people come at it from the wrong perspective. Mobile is first and foremost a communications vehicle, and the smart marketers are the ones that are using it in that way. Mobile is built on apps and ads, but all these do is provide an easier means of expanding the communication between a brand and the consumer.

Mobile should be used as a support and extension vehicle for other media campaigns by embracing that communications role. It is not something to be planned in a vacuum, because it doesn’t perform well as a stand-alone effort. The ads in the mobile space are too small and un-engaging, and the applications that some companies develop are always an extension of an application from somewhere else. Customer service apps are an extension of traditional customer service. Mobile Web sites are a repurposing of existing content. No brand would begin with the mobile platform as its primary means of interacting with the consumer, because the reach and the experience are too limited. Mobile is rather a medium that is well used for continuing a conversation that was started somewhere else.

I get calls day in and day out from mobile providers that want us to spend money on their platform, but they are typically pitching first and listening second, which does a disservice to the mobile category because it is not building on the strength of the medium. Mobile is a means of extending the conversation and going beyond the browser, the printed page or the television commercial. By integrating a mobile component for follow-up, you can provide a measurement element for other campaigns. Text messaging can be used for additional information. Mobile search can be used to get information on the fly. Location-based services can provide similar efforts.

Even mobile ads that refer to a holistic campaign launched in another medium can reinforce messaging and convert consumers into consideration (especially when factored in with mobile offers that reach the consumer closer to the point of purchase). All of these elements provide follow-up that may not have existed before.

To do mobile right, you need to be proactive and plan out the goals for your campaign, and you need to integrate it into your entire effort. Don’t plan mobile as a “test” buy in your media plan, because it will be just like “testing” a relationship. If you don’t commit to a relationship, it can’t work. You can build a beautiful application but if you don’t promote it and integrate it into your overall effort, it will fail.

If you’re going to commit to a mobile integration in your efforts, be willing to compromise. You have to work within the parameters of where the industry is now, not plan for where it will be in a year. Your audience may not be at the forefront of technology yet — not ready for apps as advanced as you may want to try — but you have to respect them where they are (plus the industry changes so rapidly that you may not be correct on your bets). So reach out to your audience, get them interested, and then take them where you want to go.

And for the people selling mobile these days, please set your expectations properly. Yours is not a quick sell, because you need to sell into existing campaigns. Your ideas cannot be planned in a vacuum or you will not succeed. Be sure to do your homework and have a strategy from your side as well.

Strategic planning from both sides will lead to easier successes down the line. Don’t you agree?

Cory is president and managing partner for Catalyst SF. Contact him here.