B-to-B Insights: Mobile Marketing on the Move
Mobile Web Ads
Advertising on Web pages specifically meant for access by mobile devices also is an option for marketers. The MMA provides a set of guidelines and standards that give the recommended ad format, presentation and metrics used in reporting. Additionally, Web forms on Web pages can be integrated with mobile texting sources for reminders about meetings, seminars and other important events that assume users are not always at their computers.
Mobile Coupons and QR Codes
Couponing on mobile devices is growing in popularity. Also known as "m-couponing," this form of mobile marketing offers consumers electronic coupons or rebates that traverse the full redemption process without the requirement for conversion into a paper or other hard-copy format. Borrell Associates reports that mobile coupons get 10 times the redemption rate of traditional coupons.
QR Codes—which many marketers are already familiar with, but may have yet to master—have been growing in popularity in North America. Directly paralleling the rise in smartphone adoption, QR codes have become much more prevalent in marketing pieces both on and offline. They act as a visual hyperlink to a page, making it easy to jump someone to a mobile-optimized offer page.
17 Tips for Better Mobile Marketing
Here are 17 tips for mobile marketing:
1. Mobile ad campaigns must be cross-platform compatible. They need to display correctly on the iPhone, Blackberry, Android, tablets and other mobile devices.
2. Mobile ad messages must be short, clear and have a call to action. Mobile device users want to know why you're messaging them, what the deal is, what the benefit to them is and how to respond to take advantage of the offer.
3. QR Codes are effective for engaging customers with your brand. Link the QR Code to a mobile-only discount coupon, relevant video presentation, product information or other object of value.
Bob Bly is a freelance copywriter who has written copy for more than 100 clients including IBM, AT&T, Praxair, Intuit, Forbes, and Ingersoll-Rand. McGraw-Hill calls Bob “America’s top copywriter” and he is the author of 90 books, including “The Copywriter's Handbook.” Find him online at www.bly.com or call (973) 263-0562.