Mobile Marketing

The #1 Place To Start Using Mobile Marketing for Your Business

Look Louise, a shoe sale!

First things first, what is mobile marketing?  The mobile part is all about the telephone.  These days, making phone calls is almost just a by-product of the mobile phone rather than the real reason for having one.  We expect so much more from our phones these days and we accept that we can get more done in real time by allowing our phones to become a one-stop shop for connecting to what we want and need.

In its simplest form, mobile marketing is the use of phone technology for the delivery of marketing messages to people who have authorized a business to do so.

Smart phones have changed the way people make decisions about all kinds of buying. Nearly every cell phone in use in the US and globally can receive text messages.

Group buying collaborations on the fly are common now as well.  There are even phone apps that allow customers to snap a picture of a barcode and instantly receive product information and reviews.  Other technology allows businesses to reach out to their customers offering specials that are compelling enough to get the customer’s attention causing them to come on in the store.  Companies like Foursquare and Gowalla are changing the way people become promoters of their favorite places.

Mobile is uniquely positioned between print, TV, and online and is the connector that will tie it all together putting information in front of potential buyers at the point when they are making a decision no matter where that is. 

Of course, nothing in marketing is just that cut and dried these days, so mobile does encompass a variety of ways that it is used.  Trying to understand it all is overwhelming at times.  Therefore, the best way to see if a technology that is on the rise can be useful for marketing your business is just to start small. The get in where you fit in method of testing ideas.  The playing field really is leveled today.  Big corporations are not the only ones who can incorporate mobile marketing into their marketing strategies.  So where should you start so that your marketing efforts won’t fall behind?

The #1 place to start using mobile marketing for your business is the simple text message.  Yes, that’s right SMS!  It is the instant way to put your brand in front of your audience more efficiently.

Mobile marketing using SMS/Text Messages puts your message local without you having to figure out where local is located.  How much more local can your message be than in the palm of your customer’s hand.  Brands who can deliver unique, valuable benefits to their customers in an acceptable format will have an increase in the effectiveness of their marketing campaigns.

 According to the Mobile Marketing Association:

 The mobile phone is an extremely personal device. One mobile phone typically has one unique user. This makes the mobile phone a precisely targeted communication channel, where users are highly engaged with content. As a result, the mobile channel delivers excellent campaign effectiveness and response levels compared to other media.

 What do mobile marketing messages look like?  Have you ever seen any of the following?

 On TV, Print or Web you might see:

• Text “JOIN” to 122333 to join our VIP invite list
• Txt “Shop” to 122333 to save 50% on your next purchase
• Be The First To Know About Our Upcoming Events!  Text VIP to 122333 Now!
• Text ‘DEALS’ to 25827 to get on our Secret Sale mailing list!

And, my personal favorite that is getting me into so much trouble now:

• TXT SB252 to 34568 to download this song as a ringtone; $1.99 will be added to your phone bill!

And least I forget, I also get the severe weather alerts on my mobile phone from the Weather Channel.  I will not be blown away by surprise!

Using SMS marketing is simple and hard at the same time.  How complicated it becomes is really based on the company and the campaign. 

Some brands will want to have their own short code; that is the 5 or 6 digit number where people will send the keyword.  A large global company might need to have this kind of autonomy. The costs on a campaign that begins with leasing a short code from CSA (Common Shortcode Administration) will start at $1500 to $3000 for a three-month lease. 

 A smaller company or entrepreneur might want to go with the option of finding a provider who will sublet a short code they already lease from CSA to others.  The costs on this end start around $120 to $1200 depending upon the provider.

What type of businesses can use mobile marketing?

Restaurants, Night Clubs, Bars, Event Promoters, Retail, Magazines, Radio, Television, Universities, Non-Profits, Religious Congregations, Real Estate, Direct Mail, Home Office. 

Is that list long enough for you? 

Once again social media has leveled the playing field.  Neither business type nor size matters!

Let’s talk about this… Does any of this information seem important to you and your business?  Have you already been thinking about starting to use mobile marketing?  If so, but you haven’t started it yet, what’s holding you back?