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Mobile Marketing Survival Guide

Updated on March 6, 2013

My Mobile Marketing Survival Guide

This is my very personal guide about the world of Mobile Marketing in 2013. I'm doing mobile business every day with my Company, and this is just my personal 'blueprint' Survival Guide on how to do Mobile Marketing in 2013. Just everything You need to know to get Started Today with Mobile Marketing in 2013.

Smartphones are set to overtake feature phones in 2013. Which means marketers must be ready to take on the smartphone's five common functions like : calling, texting, email, internet and social media.

The Truth Behind The Wave
The Truth Behind The Wave

The Truth Behind The Wave

Only but the thruth...

Marketing your business in this day and age can be extremely difficult. The net is having a massive influence on the way that traditional marketing is looked at and accepted from the general population. Dying is the time of interruption marketing and “one-sized-fits-all” branding messages.

Prospective customers today demand that you meet them at the center. You must go where they may be, and interact with them on his or her terms.

This customer centric revolution isn't something to be feared, but something to get celebrated. For the first time ever people are all too thrilled to share what makes them tick, what their interests are and how they want to be prospected to.

One massive advantage that we are now experiencing in the marketing world is the increase of statistical data surrounding consumer behavior. Do a simple Google search and you can find troves of information concerning the things that your prospects would like in order to make the transition from prospect to customer.

Some of the very impressive data coming out of research today is that of mobile marketing. Did you know that there are over 4 billion cellphones nowadays? 27% of those are Mobile phones and by 2014 accessing the web via a mobile device will overtake traditional means of internet access via a desktop.

An astonishing 86% of people access their smart phone (tablet or Smartphone) whilst watching TV. Quite simply, if you are pouring money into TV advertising, all your prospects are missing you because they are busy surfing the net on their phones.

Mobile marketing isn’t a trend, it isn’t a fad and it isn’t going away anytime soon. The entire landscape through which we access facts are changing: it is going mobile.

QR Codes
QR Codes

QR Codes

QR codes are a new and unique way to market yourself, though they are often misunderstood. Many marketers use QR codes more as a diversion to the marketing message than as a means by which to pull people through your proven sales funnel.

Let’s look at an example: Some companies will attend events, QR code in hand. When a prospect meets with the company representative and establishes a relationship, often times that rep will then offer the prospect a chance to claim some report or “more information” via a QR code scan.

While the prospect might appreciate the opportunity to use their mobile device, chances are that the use of QR codes in this instance fell within the wrong part of the marketing funnel.

Why is that?

In this instance, the company rep already has a relationship with the prospect, there is no need to send this person through another hoop when all we want is for the prospect to take action and make a purchase.

A better use of the QR code in this case would have been to have the prospect scan the code to receive a coupon, or to be taken to a special registration page that you could only access with your mobile device.

QR codes should be looked at as instruments to increase a prospect’s desire to take action. One great use of QR codes can be found within the direct mail marketing world. Direct mail marketers have spent large amounts of time and money trying to figure out how to get their prospects to “do something”.

They have found that if you can get them to do one thing – you can get them to do to two things.

Direct mail marketers have introduced the QR code into their mailings. They will send out their regular mailings, but now they will include the QR code piece by incentivizing a scan.

A pizza company might, for example, send out a mailing with a QR code that enables recipients of the mailing to access a coupon for 25% off their next order. When the recipient of the mailing scans the QR code, they are then asked to provide their email in order to access the coupon.

It is this simple call to action that makes all the difference.

This pizza company now knows that this person was interested enough in their offer to want to redeem a 25% off coupon. Armed with this knowledge then can send out further emails promoting various pizza deals, events, etc.

Mobile Design

In a recent study created by an internet research company named comScore, internet surfers were tracked throughout a single Round the clock period. During that time it was shown that despite a smaller rise during the working hours, mobile phones outperformed PCs as the device of choice by almost double.

To put it differently: People prefer mobile

It shouldn’t come because surprise that many internet users today like the quick and easy access of mobile phones when compared to their PC counterparts. As an alternative to having to sit down and stop anything that you are doing to find a bit of information, you can easily pull out your smart phone or tablet and discover everything that you need.

As the internet continues to become more socialized, this also implies that people will be making immediate purchasing decisions based off their time using a mobile phone.

For example:

Let’s imagine you are out and about Friday night with friends. You have just finished watching a wonderful show and now you all desire to find somewhere to grab a night club snack. What do you do? Do you drive home and turn on your PC to look up something that you bookmarked months ago? Can you run to the nearest phone book to start up the Yellowpages? No, of course not, if you're anything like the typical web surfer today - you whip out your smart phone and do a quick Google search.

Here is where things get tricky. Along the way about your search you find a few restaurants with late night menus that seem attractive. Reading about them on Yelp you may take a look at their site to try and discover a menu - and here is where things usually go bad.

Like most websites today, you click on the top ranked site. It will require forever to load on your phone and is also eating up data that you just were hoping to use for other items (like looking at cat videos).

If it finally does load, you are able to only see about ¼ in the entire site and trying to click on links quickly becomes a nightmare. Just what exactly do you do? You do what most mobile phone users do - clicking the back button.

If you were online resources this restaurant and it was your internet site that was the site in question, you would have just lost a customer. When prospective customers make impulse buying decisions like that - the kind of buying decisions that cause lifelong customers - it is usually incredibly painful to the net profit if you aren’t prepared to receive them.

This is the reason mobile design is so important.

It's got very little to do with aesthetic beauty and absolutely everything about preventing situations like the one we outlined above. Getting your site redesigned to meet mobile design standards will automatically place your business head and shoulders over people who aren’t currently meeting the high interest in mobile ready sites.

If we jump returning to the example that we were investigating earlier, we would see that after you had hit the back button on the webpage NOT ready for mobile, you would have engaged the second or third site and simply navigated through their site, found their menu and became a customer of their establishment.

Things like social networking, SEO and even direct mail with links to your web page are useless unless your websites are ready for the mobile age.

If you are a business that is interested in going where your clients are, then you must meet them in the realm of mobile.

Apps and More
Apps and More

Apps and more

According to an analysis provided by Flurry Analytics in November of 2012, mobile users spend 43% time playing games. This was the largest slice of time spent doing anyone thing on their mobile device by almost 200%.

What can this mean and why should you care like a decision maker in business?

It means that if you are interested in getting eyeballs on offers, then this place that most people are looking are online mobile apps. The best part is that getting into the mobile app world doesn’t require that you just necessarily have to create and build the app yourself.

Many companies decide to outsource their app creation, if you have the budget, go for it. Getting your own personally branded app that can be found for download at places like iTunes or the Android app store allows you to leverage the massive traffic that these sites already have.

Creating your own personal app also allows you to build a powerful brand - one that's associated with daily interactions - looked after allows you to get your brand to the hands of people quickly. For instance, many running companies have started creating run tracking apps get noticed to their brand and company.

Why?

It isn’t since they're making money on the apps themselves - they probably aren’t - they always develop these apps because those continue to carry their smartphone's around with them. Imagine if you are to use one of these running apps for your own training.

Every single run that you simply went on you would be exposed to the business brand. Each time you opened that app to begin tracking your running, you'd probably see the company logo, perhaps view a short advertisement and eventually you'll start to associate this brand with deep psychological ties.

It's the perfect repetition marketing scenario.

You could possibly don’t have the budget for creating your own app. That is ok - you aren’t totally excluded from the app marketing game. You are able to, and should, leverage the hard work of others by marketing on the apps of companies that simply create apps his or her business model.

What do we mean?

Let’s use another example: Let’s point out that you are a company that sells teen clothing to the male-teen demographic. Is there a best way to reach these kids?

Gaming : What happens if you were to contact a company that made gaming apps and solved an advertising deal with them?

Should they opened their smartphone to try out their favorite game they would see an ad tailored to their demographic for teen fashion. You could have all of the benefits of a high quality app without the massive expenses that can come from developing one yourself. You'd probably benefit the app company by provided them early monetization solutions before they even can went to market.

Apps give a rich and engaging way for you to engage with your prospective customers.

Getting Mobile Right
Getting Mobile Right

Getting Mobile Right

Mobile marketing is here to stay. It is more effective, both in terms of cost and implementation, than traditional marketing methods are and it allows you to share your marketing message with the customers that really matter.

You don’t have to spend an arm and a leg in order to maximize the affects that mobile could have on your business. A simple, cost effective mobile site design would already put you ahead of most of your competition.

Don’t hesitate to take this step into the future and maximize your company’s sales.

Do it, before it's too late!

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