3 Ways to Segment Mobile Customers
2. Geotarget. Mason points out that what's more prevalent in Europe, opt-in Bluetooth marketing that allows those who've requested promotions and offers from certain retailers to hear the calls to action when they're near the retailers, may soon become more prevalent in the United States. Also, cell phones will behave more like credit cards. So those who walk into stores and hear Bluetooth marketing messages can find the merchandise, pay for it with their phones and walk out. (Some existing U.S. services, such as Mocapay of Denver already facilitate mobile payments at selected retailers.)
Meanwhile, in pre-"Mission: Impossible" America, Mason says many Web-enabled mobile users are finding deals based on location and price and using, for instance, coupons from Hardee's in St. Louis for a buy-one-get-one-free "Little Thickburger." (That deal, found on a Friday, expired on the following Monday.)
Even without having Internet access, mobile consumers can be segmented based on location using common sense. Whitney's agency is paying attention to consumers' area codes as differentiators in a tourism marketing campaign for Arlington, Texas. Trying to appeal to residents of Dallas/Ft. Worth, Houston, Oklahoma City, West Texas and Arkansas, WHAMmobile built a call to action that was different for each location. "Additionally, to secure the opt-ins, city-specific advertisements were created with a unique opt-in keyword for each," Whitney says. "These customized opt-in codes allowed for customized messages for each city."
3. Piggyback on other brands' work. First, work on building an organic list, Mason says. If marketers don't have that kind of patience, there's another option. "Another way to acquire names and reach customers is through partners that you have synergies with," Mason says, citing an example. "There are major retailers like Safeway and Kroger who are doing an exceptional job on mobile, and they have their customers attuned and looking for their messages. And their partners, being consumer packaged good companies, perfectly complement those initiatives."