While I am writing this blog, my iPhone lays next to me. Whilst we used to panic if we forgot our keys, our number one priority has become the mobile phone. We take it with us, 24/7. When going to sleep, it will lay beside us on our nightstand, when we travel it accompanies, every day at every hour. Welcome in the world of the beloved mobile device.
So, while this mobile device has become such precious value to us, why not use it as a marketing tool?
2014 has been a real breakthrough for this new type of marketing, as earlier was predicted. At this moment 4.55 billion people own a mobile phone which is 63,5 % of the total population. 1.75 Billion people own a smartphone worldwide since devices have become more affordable. Europe and North – America are almost omnipresent when it comes to smartphones. Of those users, 91% always has his phone within arm’s reach. Take a look around when you are on a shopping trip, having dinner at a restaurant or just riding public transport. People nowadays are more focussed on their own world of the magnificent smartphone, then they are with the world around them. Information is easily searched via the smartphone and research has shown that more people access the internet via their phones than they do via their laptops or computers. So what kind of effect does it have on marketing and what do applications have to do with it? Since more time is spent with this device, more purchases are made. Though an interesting fact is that 73% of all purchases on a smartphone have been on websites, instead of applications. This means people, preferably purchase via websites, and apps do not always contribute. 87% of smartphone owners have installed day-of-deal applications such as Groupon, or the Dutch dagaanbiedingen.com.
Nowadays one needs to go fast, anything less than fast is depreciated. The world evolves in such a high velocity that our way of living has changed. We have become impatient. Studies show that when a web page is not loaded within 5 seconds, 74% leaves the page. With this in mind, let’s take a look at what the potentials are of mobile marketing.
But why is it so beneficial? Mobile marketing lets you target your audience efficiently for all of your promotions or offers. Loyalty programs can easily be start
ed and maintained by this marketing tool. This makes it easier for your company to not only target sufficiently but to keep track of your customers.
More suitable for small businesses or larger corporations?
Small businesses have more potential in applying mobile phone marketing. Hence, mobile marketing is an unique way of improving or maintaining customer relationship and satisfaction. Informing your customers of an upcoming event by text might just be a boost to their satisfaction. Mobile marketing is a very personal way of perpetrate marketing. Thus that is just why small businesses have better opportunities. Large corporations do not have that special relationship with their consumers. Their relationship is more distanced since their database is so large. When receiving a text message from a small business, it does not appear to be intrusive. They have, in many cases, already established their trustworthiness. Mobile marketing is therefore of great value in maintaining customer relationships.
Mobile marketing tools
Email marketing is one of the parts in mobile marketing. It is one of the most important pillars in this new marketing strategy. MailChimp has many mobile features such as an overview of who is tweeting about you, gives you the stats of your email campaign and has all your subscribers listed. This tool helps you to retain more subscribers and offers a free plan of 12.000 emails per month.
Swipely is a unique mobile loyalty program, that offers a ‘text to join’ specialty. The program works flawlessly with credit card or debit card customers who will receive special offers thru this program.
Text Us. Biz
32% of all phone users have confessed that they rather receive a text message than a call. Therefore TextUs.Biz grant corporations the opportunity to send and receive text messages towards and from their customers. The application works seamlessly with both iPad’s as computers. With this tool, appointments can be made and confirmed. The first 100 text messages are free of costs, hence there are three different packages available.
The rules of mobile marketing
1. Stay personal
The email or text message sent must me addressed personally. It is after all, the goal to engage in customer relationships.
2. Inform your customer Mobile marketing is vast in informing your customers about upcoming events, discounts etcetera. Especially small businesses have much potential here. For a nightclub for example, people could sign up to be in the VIP area and receive free entrance, via text messages. Or they might even send out text messages with their line-up or special deals. A restaurant might send out a text message when changing the menu or presenting a special dish.
3. Develop an application Whilst text message might be of immense help, an application might just do the trick. The brand image and voice can support the messages better than a text message can. There is a larger chance of remembering the deal if it is offered in corporate style.
4. Rectifiable deals
When offering deals via mobile marketing, it is of utmost importance that the deal can be bought or profit from immediately. Make sure that the offer is directly linked to the product or service that the deal supports.
5. Offer website in mobile screen resolution
Make sure that your website is also accessible and easy to read on a mobile device. Make sure the most relevant information for people on the go, is projected first.
Companies that successfully apply mobile marketing
Whilst had earlier been determined that small businesses had the best opportunities with mobile marketing. It does not mean that large corporations cannot benefit from this. Considering examples of small businesses are hard to be found, examples will be given of larger corporations.
Sephora has found that customers even use their mobile phones when being in-store. Some checked for the right product and others checked Pinterest for inspiration. The famous make-up, fragrance and skin care corporation has developed a special application. The application is a loyalty program that offers discounts, tips and tricks.
One of the most famous coffee shops worldwide has launched a vast campaign in mobile card payment. The campaign has made them a leader in this new market. The campaign existed of customers downloading a special application, Mobile Card, on their smartphones. This application makes it available to load money on there. When purchasing a Starbucks product, one could pay by simply letting the barcode in the app scan.
HBO HBO might be one of the first ones ever to implement mobile marketing. With that, they have done an absolute marvelous job. This campaign has gone viral worldwide. HBO implemented a mobile marketing campaign to promote the True Blood television series.Whilst browsing a movie via an application, bloody fingerprints appeared everywhere on the screen. A bit later, blood started to drip down the screen and the trailer popped up on the screen. With this campaign, they have increased their membership by 38%
Mobile marketing is an upcoming trend that had its vast break trough in 2014. Hence, researchers believe that mobile marketing will only increase in the upcoming year. Mobile marketing is an excellent tool to maintain and gain a better customer relationship. It is easier engaging with your customer. Thus, it will also drive more customers to become loyal to your company or services. Mobile marketing has several rules, it is important to always stay on a personal level with your customer. By addressing them by their name, they will be attracted to your company. Applications can play a huge role in mobile marketing, they will reflect your corporate image and voice. Whilst keeping your customers up to date about the latest discounts and products, rectifiable deals is a must. There are more and better opportunities for small companies, since they can fully integrate their communications. Mobile marketing can as well be used for making or confirming appointments. Thus, this does not mean that there are no opportunities for larger corporations. Sephora, Starbucks and HBO for example, have successfully integrated mobile marketing in their corporations and campaigns.