It is true that smartphone usage is increasing every day and mobile marketing can be a useful marketing tool, but is it right for your business? Before you decide to invest in a mobile marketing campaign, take some time to understand exactly what mobile marketing is and which types of businesses benefit most from using it.
Mobile marketing includes anything that has to do with delivering marketing messages via ‘on-the-go’ devices. This includes smartphones, tablets and netbooks. Mobile marketing can include SMS and MMS promotions, ads located within aps, or QR codes.
SMS and MMS messaging: This is the mobile equivalent of email marketing. Users are encouraged to opt-in, usually by asking them to text a unique code to a certain number, this allows you to follow them up by mobile. It could also be part of a subscription form “Do you agree to receive SMS and MMS messages of our latest offers?”. You can then send text messages or images to promote your brand, new store opening, sales, or even most popular products. As you can imagine this type of mobile marketing is most effective in younger consumers as they are more active with text messaging than older consumers.
In-App Advertisements and Purchases: Applications (Apps) on mobile devices are often free to download and use, as long as you are prepared to sit through banner ads (which link to the relevant website when clicked on) . These banner ads don’t have to be directly related to the app. For example the Pandora Music App is an app that plays all of your favourite songs, and the banner ads in the app are for Optus, Donut King and Nike. You just have to figure out which market you are targeting, and do some research into which kind of people use which aps.
There are also apps that allow users to make purchases in the app. This could be an app developed specifically for your brand, or an app that uses GPS technology or location. For example, the Menu Log app asks you to type in your postcode, and it brings up a list of the closest take away stores. You can then make your order and pay via the app, and either get your order delivered or pick it up from a store.
QR Codes: QR codes aren’t sent to or accessed through a mobile device, but you are relying on people to get their mobile device out when they see a QR code. QR codes are an advanced barcode that can be used to share information, promotions or to redirect users to the website. You can scan a QR on your smart code to find out information about a product or even receive a coupon.
So when deciding if mobile marketing is right for your business, there are several things to think about. The first is your target market and their use of mobile devices; you also have to consider your budget. If you think it will be a hit for your business, make sure you do lots of testing and analysing!
Here at Clarity Marketing we can help you with all of your marketing needs. Give us a call on 1300 060 204 or submit an online enquiry.