Tuesday, July 3, 2012

Why You Can't Ignore Mobile Marketing Any Longer

Screenshot of travel apps

As we’ve mentioned before, mobile is changing the way we think about web design. Along with that comes changes in how companies will market themselves for mobile users.

Consider a couple of these statistics about mobile marketing:
  • 70% of all mobile searches result in action within 1 hour. 70% of online searches result in action in one month. (Mobile Marketer, 2012)
  • 61% of local searches on a mobile phone result in a phone call. (Google, 2012)
Mobile marketing doesn't just mean buying ads on Google, it encompasses other channels of communication such as Facebook, Twitter, and even mobile apps. Most people who do own a smartphone typically have Facebook or Twitter on their phone. As they're waiting at the doctor's office or standing in line at the grocery store, they're on their phones. They search for apps that help make their lives easier or apps that entertain them.

Could your business develop an app that could provide value to your customers?

One of the industries that has benefited from creating mobile apps is the travel industry. According to a study conducted by TripAdvisor.com, six out of ten mobile users are downloading travel apps.

Just offering an app for the iPhone or Android market could potentially put your brand in front of millions of eyeballs who are looking to fulfill a need related to your industry. For example, companies in the travel industry have developed apps that make it easy for people to plan their next vacation, research destinations, and even go ahead and book their trip.

Another side of mobile marketing is SMS messages and email campaigns. There are people now who are open to receiving a text message to alert them of any special sales or promos. Companies like Redbox and IHOP have been successful with text messages as a form of marketing. What made them successful is that the offers were compelling enough for people to take action. Offer people something free and they will act!

Develop a Mobile Marketing Plan

Your mobile marketing plan should be an integral part of the overall marketing plan for your business. Just like you should have a strategy for your social media marketing efforts, marketing for mobile devices requires a well-thought out strategy. Before spending any money on mobile marketing, take the time to find out what your target market will be receptive to.

Part of that strategy is to conduct research and discover how your customers are using the mobile web and what they’re searching for. Is there an underserved need in the app market that your company could take advantage of? Are your loyal customers open to receiving exclusive text messages?

We’re here if your company needs help developing an app or launching a marketing campaign. If your company already participates in mobile marketing, we’d like to hear more about your experiences via comments below...

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