You Know Your Mobile Customers Better Than You Think

Consumers are generally very attached to their smartphones and only connect with those they trust. This very reason is why mobile marketing is perceived as a “friendlier” way to engage with consumers. Research shows 95 percent of mobile users read their text messages within three minutes. Now, imagine the impact your mobile marketing will have if you deliver relevant offers, mobile coupons and discounts to your customers-they are almost guaranteed to be read and are more than likely to be acted upon if the message is targeted based on the what you already know about the customer.

Consumers are generally very attached to their smartphones and only connect with those they trust. This very reason is why mobile marketing is perceived as a “friendlier” way to engage with consumers. Research shows 95 percent of mobile users read their text messages within three minutes. Now, imagine the impact your mobile marketing will have if you deliver relevant offers, mobile coupons and discounts to your customers—they are almost guaranteed to be read and are more than likely to be acted upon if the message is targeted based on the what you already know about the customer.

Over the last couple years, mobile marketing has proven itself as an effective way to acquire and maintain customer data. This is true because people generally keep their phone numbers forever compared to their email addresses. Therefore having strong persistent personal IDs, such as a phone number, enables brands to track, evaluate, and optimize their mobile marketing campaigns to determine overall effectiveness.

Leverage What You Already Know
There are major benefits from using mobile messaging as part of a brands overall marketing campaign. Now brands and organizations are tracking and segmenting the users who are in their marketing databases. Information that has been collected through loyalty programs, incentive based marketing and opt-in’s which enables brands to better understand their customers interests and what they will respond to.

Turn Loyalty Programs Into Customize Incentives
Connecting a consumer’s phone number to their loyalty program ID can turn generic SMS offers into customized incentives. If you know what your customers are buying, and more importantly, what incentives bring them into your stores, you can use this information to make offers more dynamic and personal. Which in turn will drive a higher return rate and increase on-going customer loyalty.

CRM and Triggered Messaging
Most CRM systems track events throughout the customer lifecycle. Many of these events represent an opportunity to sell more product and service. These events can be used to trigger personalized messages to your customers that facilitate the sales process. Include a click to call, or drive them to your e-commerce enabled website to move them to purchase faster. Make sure your website is mobile ready!

Extend Your Knowledge of Your Customers
Using Mobile Messaging in your retention marketing doesn’t have to be a one-way conversation. In addition to tying in what you already know about your customers within your CRM or loyalty databases, you can gain insight from the SMS interactions as well. An integration between your back-office systems and your SMS provider can push new data points into your database that round out your customer profiles and lead to additional re-marketing opportunities.

There is a lot that can be done with the information that is collected about customers within a CRM system. While this data can be a great resource for things like consumer segmentation and establishing marketing strategy, it can also be leveraged real-time on a very personal level. Leveraging this data via SMS or other mobile engagements can lead to greater results through right-time, right device, and the right-message that walk the customer down the path to purchase.

As brands continue to evolve their mobile marketing strategies through more personalized interactions, they will be able to build stronger relationships, increase engagement and drive loyalty.

4 Methods of Maximizing and Monetizing Mobile Marketing Efforts

A recent study by Google showed nearly 75 percent of consumers surveyed said they want to see mobile-friendly sites. And if you’re site isn’t one of them, you may be losing leads and sales. The fact that we’re a nation that is on-the-go and pretty much living on our smartphones or tablets means that your website should be adapted to these mediums to help monetize your business. It also means that thinking about mobile marketing and how to incorporate various forms of that into your marketing strategy should be high on your list for 2013.

A recent study by Google showed nearly 75 percent of consumers surveyed said they want to see mobile-friendly sites. And if you’re site isn’t one of them, you may be losing leads and sales.

The fact that we’re a nation that is on-the-go and pretty much living on our smartphones or tablets means that your website should be adapted to these mediums to help monetize your business.

It also means that thinking about mobile marketing and how to incorporate various forms of that into your marketing strategy should be high on your list for 2013.

Mobile-Friendly Must-Haves

There are certain “must-haves” that consumers noted they are looking for in a mobile-friendly website. Such features include:

1. Being fast. This means having a site that loads in around five seconds or less.

2. Being user-friendly. Having large buttons, easy search capabilities, limited scrolling or pinching are key, based on consumer feedback. Something to consider is having responsive templates that adjust accordingly based on the user’s device, albeit template, desktop or mobile phone. It’s also important to have quick access to company information, such as easy-to-find business directions, contact numbers, product and purchasing information. Even better, consider adding a “click to call” access button to contact a customer service rep to take an order via the phone, as well as an option for users to visit a non-mobile site.

3. Being social. To continue bonding and viral marketing, don’t forget links to your business’ social media profile page.

If you’re a smaller business that may not have the staff or resources to include these features into your website, there are some free and trial mobile conversion websites worth checking out. These include: http://www.ginwiz.com, http://www.dudamobile.com/ and http://www.mobilizetoday.com.

The App Attack

If you’re pondering if your business “app worthy” or how you can leverage apps for additional sales or leads, here’s some food for thought …

Paid apps could be a great way to add ancillary revenues to your business and free apps could be used for collecting important data (leads), which can be used for cross-selling. Some businesses even obtain revenues through ads that are built in the app from sponsorship partners.

Whichever business model you choose, you still have to decide what your app will feature. Typically, content is king. For instance if you’re a financial publisher, you may consider having an app that has stocks alerts and ideas, technical analysis, commentary and actionable data that your end-user (investors) would find beneficial. Know your audience and decide what kind of content is “app worthy.”

Then, of course, you need to market and distribute your app for increased visibility. You can promote your app though affiliate and joint venture emails, press releases, content marketing, online classifieds, and guerilla marketing in related forums and message boards. You can also include your app in various marketplaces including: Play/Apps Store (Droid and iPhone), BlackBerry Appworld, Apple Apps Store/iTunes, and Amazon Appstore for Android.

Of course, fees and commissions vary, but some are more cost-effective than you think. Here’s a great article with more information: “App Store Fees, Percentages and Payouts: What Developers Need to Know.” I also found a free service worth checking out called Freeappalert.com as an alternate distribution channel for your app.

QR Codes

You’ve seen ’em, those little square bar codes on just about everything these days. But not everyone is using them properly and not every business needs them. QR Codes, used the right way, can be a great way to take offline marketing leads online. For instance, consider putting these little guys on your business cards, collateral material, fulfillment kits, promotional fliers, press kits, brochures and other printed materials. Why? It’s a way for a consumer to “scan” the barcode and be redirected to your sign up/”squeeze page” or promotional webpage to provide further information and, more importantly, collect valuable data on them so you can follow up accordingly.

SMS Texting

Recent studies show that 97 percent of text messages are read within minutes of receiving them. SMS text message marketing allows you to communicate directly to your target market by sending a simple, quick text message. This permission-based program is perfect because your recipients have opted in to receive your messages. If you choose SMS texting for either bonding (editorial) or marketing (promotions), in addition to your standard anti-spam and privacy policy verbiage, make sure on your sign up form it’s clearly stated that subscribers who elect to be contacted this way will receive important messages and special offers from the publisher and select third-party partners, as well as may be subject to text messaging fees from the phone carrier. This article shows a good example of a text message disclaimer: “What Details to Include in a Mobile Marketing Call to Action.”

In my experience, this medium has been most effective with premium-type services where members rely on critical real-time alerts from the publisher that are pure editorial. The marketing aspect is ancillary.

So if you’re looking to be a leader in your industry and not a laggard, it pays to conduct some “due diligence” on your website and think about which mobile marketing strategies may be right for your biz and audience. With our social and communications landscape always changing, staying abreast of the latest tools, trends and is imperative for businesses to survive and thrive.