8 Ways to Improve Your Mobile Marketing Plan

Recently, advertisers increasing their market power and brand recognition have discovered a new ally within the application of mobile marketing. And for large-scale companies, profit goals, resource allocation and building a mobile marketing plan may have different degrees of impact. As the number of mobile device users with access to the Web soars, astute marketers would be smart to heed this trend and respond with a wise strategy that infuses a mobile marketing plan with modern, web-based initiatives.


The Constant Digital Companion

Most consumers think of their mobile phones as extensions of themselves, and many have them within arm’s reach, around-the-clock. To a marketer, it means a chance to reach people almost immediately, and one way to do this is via short message service (SMS) marketing—texting. Utilizing texts within a brand’s marketing strategy can be effective, if properly done. Here are eight text messaging ideas to help you:

1 Provide Something Worthwhile

The customer opted-in to receive texts from your brand for a reason: she assumed you’d offer special offers, discounts or information. And as text messages will be more intrusive than regular advertising, you have to provide a good reason for customers to subscribe to them. For instance, offer coupons and discounts, provide special goodies in exchange for consumer feedback or let people engage in rewarding and fun contests.

2 Integrate With Additional Marketing Activities

THe RFID Chips Trigger The Readers To Play Music That Matches The Cloths

Text message marketing campaigns can be more efficient by tying them into other marketing initiatives. It may be simply reminding shoppers to take advantage of a promotion, or it can applied to an interactive marketing campaign, like the one introduced by StarHub Music Store. The Apple iTunes competitor embedded clothes with an RFID chip that were triggered as shoppers went toward fitting rooms to try on clothing. The rooms’ speakers played a music track that matched the clothing garment’s style, and StarHub then sent buyers text messages providing a free song download.

3 Utilize Your Product and Brand Names

It might seem obvious, yet most brands don’t mention who they are while sending text messages out or using a short code recipients aren’t familiar with. Make sure you identify yourself within the SMS marketing messages, as well as mention the names of the services or products you’re promoting if the name of your business is not well known. Also, it’s possible to add address details, a website or phone number to make your message more informative.

4 Include a Call-to-Action

Kohl's Smartphone Ad: Text Save01Turn text messages from a cheerful greeting to an interactive campaign by involving a call-to-action. Capitalize upon the involved nature of text messaging by asking customers to perform something, like respond to the text, in exchange for freebies, rewards or special deals. Be certain your call-to-action is easy and clear by telling the user exactly what you need him to do to get the benefit or reward.

5 Personalize Messages as Much as Possible

People respond more to marketing that directly addresses them; therefore, attempt to insert your subscriber’s name inside all the text messages. You may make the text message marketing campaign even more targeted by sending out relevant texts to circles of customers based upon their interests and preferences gleaned from subscription information and surveys. You may further personalize marketing by making your campaign based upon location; for instance, provide deals and discounts customized to a subscriber’s unique geographical region.

6 Assess Your Marketing Objectives

  • If you’re already on FourSquare, Twitter, or Facebook, or already have a solid website, use these platforms to drive traffic to your mobile site.
  • Decide what you want the mobile site to convey, then clearly say it with user-friendly applications.
  • Make consumer interaction on the mobile site engaging, creative and unique.
  • Be certain it’s clear how your mobile site provides something fresh, new and different than the traditional site.
  • Make sure the message is coherent and meshes with your greater marketing strategy.

7 Improve Mobile Technology as Part of Your Mobile Plan

Fully Responsive Web: Desktop, Mobile, and Tablet

A bit of re-design is going to be needed to make a responsive and effective mobile media marketing product; customers ignore a clumsy website or worse, they might provide negative feedback due to their frustrating experience. Consider hiring a consultant to translate your marketing plan into a competitive marketing instrument for mobile media devices; make certain your mobile site works well on every platform before “going live”.

If you’ll be using smartphone or tablet technology within your on-site customer service setting, train your associates in the medium so they’re confident and efficient when they work with customers.

Be able to track your progress and get reliable information regarding what is, and isn’t, working for your strategy to continually support long-term objectives.

8 Savvy Mobile Plans Combine Ingredients

Colgate-Palmolive’s clever integration of mobile website utilization and social media shows how marketing plans may blend together for increased sales and better brand recognition. In its “Be More Kissable” campaign, Colgate-Palmolive built its brand power by using Twitter and Facebook, as well as additional mobile device technology, along with email and in-store incentives. The company established a campaign to promote a mini disposable toothbrush and enticed the college crowd by establishing photo and video contests. Upon completion, Colgate-Palmolive reported more than six million overall engagements in this successful and innovative campaign.

The campaign worked because of the special features it provided:

  • Fun, interactive, and creative approach to a high quality product
  • Perfect fit to the targeted audience with communication which “talked” the language and met customer needs
  • Channel for participation meshed with additional social media
  • Method of tracking progress stimulated repeated interaction

Devise Your Engaging and Unique Mobile Site

Launching an excellent mobile marketing plan using social media and mobile technology means taking time to research your target audience, assess your comprehensive plan, and create a unique and engaging strategy. Your present site ought to be tested for efficiency on mobile devices if you’re going to receive maximum ROI from it.

Some site content—like corporate history—might not be valuable to a mobile user. But providing local promotions, GPS-specific coupons, contests and interactive game-like apps promoting the brand all are instances of how some site modifications can grab the attention of users.

Additionally, the most efficient mobile marketing plans use as many social media channels as possible in order to generate consumer engagement and brand recognition. While still quickly developing, mobile marketing includes a powerful source of solid ROI and has shown that a well-developed strategy may give you a competitive edge.

This blog post was originally posted on December 4, 2014.

About the Author

Murray Newlands

Murray Newlands has been in the digital marketing industry for 14 years, providing invaluable advice on starting and cultivating online marketing strategies. He specializes in social media marketing, content marketing and email marketing and is a founding member of the San Francisco Blog Club.

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