When you talk about mobile marketing, I think almost every marketer gets a different picture of what kind of strategy you're speaking about. Today we finished a comprehensive mobile training session with about 50 companies present. As Marlinspike Consulting worked with us on the training syllabus, it became clear that there's a lot more to mobile marketing than one might think.
Here are 10 Mobile Marketing Strategies to think about:
- Voice – somehow, this one always gets left out :). Whether it's simply linking a phone number on your site, or developing a comprehensive routing and response strategy through call animation tools like Twilio, making your company easier to call and obtain the information your prospects need will enhance conversion metrics.
- SMS – Short message services, or texting, may not be the sexiest technology in the world, but companies deploying texting technologies continue to see growth and adoption. It's not just a youth thing… many of us are texting much more than we have in the past.
- Mobile Ads – these aren't the banner ads of old. Today's mobile advertising platforms push ads based on relevance, location and time… making it more likely that your advertisement will be seen by the right person, at the right place and at the right time.
- QR Codes – oh how I loath thee… but they still work. Microsoft Phones read them without use of an app and many businesses see great redemption rates – especially when pushing someone from print to online. Don't dismiss them just yet.
- Mobile Email – mobile email open rates have surpassed desktop open rates but your email is still the newsletter design you bought 5 years ago and can't read easily on a mobile device. What are you waiting for?
- Mobile Web – even if your site isn't ready, you could be deploying any one of a number of tools to make your site mobile friendly. None of them are perfect, but they do the job much better than nothing. Check your mobile bounce rates to see the traffic you're losing.
- Mobile Commerce (mCommerce) – whether it's a purchase via text message, a mobile app, or an upcoming implementation of near field communications, people are making purchase decisions from their mobile device. Can they purchase from yours?
- Location Services – if you know where your visitor is, why would you make him tell you? Location based web sites or mobile apps can make it easier for your clients to find you and get to you.
- Mobile Applications – I wasn't very optimistic about mobile apps at first… I thought the mobile web browser would replace them. But folks love their apps, and they love researching, finding, and buying from the brands they do business with through them. Leverage a compelling application, location services and social media on top of your mobile app and you'll see the numbers climb. Be sure to embed the SDK to your favorite analytics platform to get the insight you need!
- Tablets – alright, I don't like that they lump tablets in with mobile either… but because of apps and browsers, I guess they're a bit different. With the incredible growth of iPad, Kindle, Nook and the upcoming Microsoft Surface, tablets are becoming the second screen folks are using while watching television or reading in the bathroom (eww). If you don't have a swipey tablet app (like our client Zmags) that takes advantage of the unique user experience a tablet can supply, you're missing out.
Most companies don't think their products or services are compelling enough to deploy a mobile strategy around. I'll provide a great example of a company who has an incredible mobile app in an industry you may not think of… Behr. Behr has deployed a ColorSmart mobile application that lets you preview color combinations, match a color using your camera phone, find the nearest store to buy from… and a great selection of color combination recommendations.