Your Brand on the Go with Mobile Marketing

by Katie Essner on July 9, 2012

The next wave of marketing technology is here – and moving quickly. Mobile marketing continues to evolve and become an efficient way to reach your target audiences.

How can you incorporate mobile marketing into your brand? There are three main components of mobile marketing: text messages, mobile websites, and mobile apps. Let’s explore the different ways mobile marketing is used, beginning with the most budget-friendly.

1.     Text Messages – Text message campaigns are a great and affordable way for your business to develop mobile marketing outreach. The mega retailer Target uses text messages to send consumers weekly coupons. Once users sign up to receive offers, Target sends a teaser text of the weekly coupon offerings. Those who are interested reply “offers” and receive a text back with a link to the coupons that they can redeem in stores.

An additional benefit of text messages is that users generally sign up to receive them. This provides an opportunity to also gather a customer’s name, email and phone number when they sign up for text messages. This data can be collected and stored for greater insight into user performance and demographics.

2.     Mobile Websites – Mobile websites are scaled down versions of a full website since most full version websites are not user friendly on a mobile device. What’s key with mobile sites is to provide users the information most accessed on your website.

One of the biggest advantages of having a mobile website is allowing customers to contact your business easier through the use of click-to-call phone numbers and hyperlinked email address. Also, providing functioning maps allows users to find your business easier.

If opting for a mobile website, we suggest trying to find ways to incorporate videos instead of text. Keep in mind that text-heavy web pages are hard to navigate on a smaller screen.

View several examples of great mobile sites here: http://www.webdesignersblog.net/mobile/20-stunning-mobileiphone-website-designs/

3.     Apps – Mobile apps are a combination of your website and mobile site in a format that allows users to access your content without having to directly visit your site. Apps are the most complex, and most expensive, type of mobile marketing, but they provide a great deal of freedom and creativity.

One great interactive app is ESPN Score Center. This app not only provides news and video, but also up-to-date scores for fans. Users can even opt to receive score notifications before, during and after a game for the team of their choice.

What’s great about apps, as opposed to mobile sites, is the ability to gather information about who is using the app. A simple survey, “enter to win” contest or contact page can gather names, emails, addresses, phone numbers and age demographics.

Check out this list of the most popular apps from 2011: http://articles.businessinsider.com/2011-12-21/tech/30541566_1_popular-apps-platform-interesting-mix

Mobile marketing may seem daunting at first, but it’s important to explore what your business can do to reach consumers on a mobile level. Consider how you use your smartphone, or how those around you use theirs. Take all of this into consideration and try it out. The future lies in digital, so what can you do to establish a presence?

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