How to Fast-Track Your Mobile Marketing Initiatives
Marketers are finally realizing the potential of adding mobile marketing to their overall strategies. According to Comscore, mobile commerce spending on smartphones and tablets in Q1 was $7.3 billion, up 23 percent vs. a year ago. It's clear the way consumers engage and make purchases is changing, requiring brands to find a way to interact with them in a personalized and relevant way via the mobile device.
If you aren't currently engaging your customers through mobile marketing, consider the following:
- As of December 2013, there are roughly 335 million wireless subscribers in the United States, according to CTIA. That equals 104 percent of the total U.S. population.
- Ninety-eight percent of text messages are read within 90 seconds of their arrival.
- SMS produces engagement rates six to eight times higher than email marketing.
- Mobile coupon redemption rates are 10 percent versus 1 percent for traditional coupons.
Mobile will continue to grow, as will the use of it as a way for brands to interact with customers. Fortunately, there are a handful of ways to jumpstart your mobile marketing strategy. Understanding each will help you market to your customers and in turn, see fast returns on your investment.
Building Your SMS Database Is Key
Your mobile engagement efforts won't get very far if you don't have a strong opt-in list of customers to communicate with. There are several ways to build a targeted database. The first step is to assure that what you will offer to consumers (the content you will push to them) in exchange for their opt-in is valuable to your consumer targets. Opt-in in should be considered a contract between you and your consumers. Next, assure that all your CTAs (call-to-actions) clearly communicate the value to the consumer.
Once you have that covered, leverage all marketing channels you are already participating in. For example, if you're attending a trade show, create signage that instructs attendees to text a keyword or scan a QR Code to receive special offers, product information or sign up for a drawing.
Mobile is going to continue to grow as will its use as a way for brands to interact with their customers. However, the mobile device is far more personal than your email inbox. Fortunately, there are ways to implement a mobile marketing strategy that delivers relevant information that your customers want to receive. By understanding how your customers want to engage with you will help you build loyalty and in turn, help you see faster returns on your marketing investment.
Greg is a 12-year mobile industry veteran and vice president of mobile solutions at Hipcricket, Inc., where he's responsible for the vision and strategy to deliver consumer experiences that increase mobile engagement and lifetime value across mobile messaging and advertising, mobile websites, social media and branded apps