Three Tips on Mobilizing Your Marketing

Did you know that by 2012 more than half of all cell phones will be smart phones? Take a deep breath, take a step back and ask yourself:  so? Important question for most businesses who feel barraged by all the new, ever-changing media and technology. Fact of the matter as a modern marketer — you don’t get to step off the merry-go-round. You need to evaluate the new and incorporate what’s meaningful. Deep breath. Exhale. Read on…

Here’s one way to think of it: your marketing program is an engine. Each new media is a cylinder. A well-run engine has to fire on all cylinders. Mobile is the newest cylinder.

Here’s another way to think of it:  as a business person, you’ve probably spent beaucoup bucks building, maintaining and upgrading your eCommerce website, retail store, showroom, restaurant or other commercial enterprise. So how do you catch up with — and keep up with — this increasingly untethered, consumer-on-the-go?

We think you’ve got to get on the mobile technology rocket – and soon! Because mobile technology puts your brand and your products right where you want them – in the palm of your customer’s hand.

How are consumers using their smart phones?

Right now, among the 500+ million Facebook users alone, more than 1/3 use their iPhones, Blackberries and Androids to friend, like, and post – no computer needed, thanks!

If consumers are using smart phones in their idle hours, imagine how they’re incorporating them into the rest of their lives. These pocket-sized life tools are becoming everyday essentials for finding your way and finding out where to buy what, and who’s got it on sale. In fact, nearly 9 million U.S. users receive discount coupons via text message or email. Last year, a total of $4.2 billion was spent on mobile coupons and that is projected to grow to $22.6 billion in 2014. Lots of potential there.

Tip #1:  Mobilize Your Website

So if you want to jump on the mobile bandwagon, the first thing you need to do is make sure your site loads quickly and is easy to browse on a 2” x 3” screen. Sites that have lots of content and images won’t work. But that does not mean you have to sacrifice your site’s design appeal and rich content. You just need a lightweight, get-to-the-point mobile version so that, when someone browses via their phone, they’re re-directed to your mobile site where your content is a quick-read and your special offers or coupons, contact page and shopping cart are at-hand.

Tip #2:  Mobilize Your Retail Campaign

As we said in one of our last posts, technologies have converged making it possible for your brand to express itself on the big screen and the tiniest screen. Big screen =  big branding idea. Tiny screen =  deliver the goods. Use mobile to announce your special offer and use SMS texting to deliver it. With an average opt-in rate of 90%, the mobile campaign is born!

Tip #3:  Mobilize for the Holidays

Now’s the time. Dabble. Test it. Why? Let’s imagine a holiday shopping scenario: you own a sporting goods store. In walks the typical golfer who’s sick and tired of ties that look like putters. Instead he’d like to offer a less-than-subtle hint to his significant other, sister, brother and kids about what he really, really wants. So what does he do? He finds the club of his dreams, pulls out his smart phone, selects the barcode reader app, passes the phone lovingly over the club and sends the data off to his well-meaning but clueless family. If your store’s website is mobile-ready, this guy’s family can not only ooh and aah, but check the cost and make the purchase.

Now wouldn’t that make a very merry mobile holiday for you!!

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