Mobile Marketing Campaigns are a New Standard for Businesses

I was quite interested to read about the results of the 2012 Chief Marketer Mobile Marketing Survey that were released recently. The results indicate that mobile marketing is being integrated with different types of mobile engagement solutions, as opposed to being used as a channel all on its own. I think this is good news for marketers, who are seeing this type of marketing effort as an inclusive way to increase sales for their company, whether they are choosing to use QR codes, SMS campaigns, or a mobile website as part of their efforts.

Stella Artois Chalice Giveaway Using Mobile Web and QR Codes

Companies trying to bring in business now know that consumers have mobile devices and keep them close throughout the day. These can be used as a way to connect with customers, either on a mass level or in a highly targeted manner. Mobile marketing campaigns can therefore be very flexible in a way that other channels cannot manage now.

A total of 57 percent of those surveyed stated that they included mobile elements in their marketing efforts in the last year. Thirty-nine percent of respondents said their brands did not use mobile marketing as part of their campaigns to boost sales. Over half (51 percent) of the companies who participated in the survey stated that they planned to run more mobile only marketing campaigns in 2012.

Four Ways to Build Your Mobile Database

Mobile marketing is an important part of any communication strategy, yet many marketers are faced with the dilemma of how to build a mobile database. 

There are many ways to build your mobile database, which is likely to become the most valuable piece of customer data marketing and operations teams will possess. Studies show approximately 234 million Americans own a mobile phone, and 91% of those claim to have their phones with them 24/7, which gives companies a unique opportunity to literally be in the hands of their customers at all times.  

Companies can build their mobile database through a number of channels and tactics. However, these four methods are most effective because they offer customers value, a key reason to opt-in to a mobile campaign. 

1. Add your short code and keywords to all print materials and website. Short codes are 5 to 6 digit numbers, such as 70626, that a customer texts to opt-in to your mobile marketing program. Marketers select a keyword, such as PIZZA or REDSKINS, to opt-into a specific offer. In order to create an effective mobile campaign, marketers should choose campaign relevant keywords that are memorable for the consumers. 
2. Offer an incentive to opt-in to your mobile campaign. Mobile numbers are the most valuable piece of customer data today, largely because of the intimate nature of a mobile phone. Most consumers always have their phones with them, and many carry the same mobile number for years, regardless of their geographic location. Offering a free sample,loyalty club signup, or other mobile exclusive offers adds value for the consumers and will drive your mobile database numbers higher.
3. Share promotion on social channels. The line between social and mobile are blurring, and one of the fastest way to drive customers to a mobile campaign is to make it available through social channels. Another way to add value through social channels is to offer exclusive rewards for social sharing of the campaign.
4. Follow Mobile Marketing Best Practices. By following mobile best practices, companies gain trust and build loyalty with their customers. A complete list of mobile best practices and compliance can be found through the Mobile Marketing Association and CTIA Wireless. In addition, executing a mobile campaign with a trustworthy mobile agency will ensure every campaign adheres to these standards.

These are just a few of the many ways to build a quality mobile database. Maintaining the database and building value over time are of equal importance in a long term mobile strategy, but it all must start with a solid mobile database. By doing this, mobile is likely to become the most valuable channel within your communication strategy.

How to Use Mobile Coupons in Your Business

Choosing to use mobile coupons is one of the best strategies that a modern business owner can use to boost sales and promote his or her enterprise. Now that the majority of adults in the U.S. own mobile phones, it makes good sense for businesses to deliver money-saving mobile coupon offers directly to their customers.

Text message promotions and mobile coupons can be delivered to the customers who have opted in to this service quickly and easily. The text message marketing can include a link to the company's mobile web site as well as a coupon code and instructions for the customer so that he or she can use it.

Spread the word about your mobile engagement platforms such as a mailing list by posting information about it on your advertising materials, your company website, your Facebook page, and in your store. Offering new subscribers a discount or another incentive is a good strategy to encourage people to opt in to your mobile database.

Once you start getting subscribers to your list, send them mobile coupons on a regular basis. With each message that you send out, make sure that you include instructions for people who change their mind and would like to unsubscribe from the list.

It is a good idea to deliver mobile coupons and other mobile engagement solutions to opt-in customers, which can be redeemed online or in a brick and mortar location. This approach gives them flexibility in how they will use it and will help to boost sales.

Getting Started with SMS Marketing

SMS marketing is an effective way to stay in touch with customers. To get the maximum benefit, businesses need to approach mobile as a whole a determine its overall strategy, from building their database to executing SMS messaging. The options you choose will depend on the type of business you are running and what kinds of SMS promotions, offers and information your customers will want to receive. You will also want to figure out how you will encourage customers to opt in to your SMS campaign and what the process for allowing them to opt out will be.

Once you have a basic idea of what you want to accomplish, you will need to determine what strategies you will use to build your list. I would suggest using multiple text message marketing strategies to reach this goal, such as inviting visitors to your website to sign up and instructing your staff to mention your SMS marketing program when they are communicating with customers.

Offering an incentive to customers who sign up for your SMS promotions list is a good way to encourage them to take action. The incentive can be a mobile coupon, a free service, or a special report your target market would be interested in receiving.

When you are sending out SMS text marketing messages, you will want to make sure that the content is relevant to your customer base. Treating your list members as VIPs by giving them advance notice of sales and extra special offers will encourage them to stay on your list.

SMS Marketing Campaigns: Personalized Connection with Customers

SMS marketing offers a way for companies to make contact with their customers in a highly targeted and personal way. There is a definite advantage to using this method over other methods, such as e-mail or social networking sites. These short, highly targeted SMS marketing messages are delivered directly to the recipient's cell phone and are more likely to be read (and ultimately acted upon) than other types of marketing messages.

Open rates for text messages are a very impressive 97 percent versus an open rate of 5-20% for email. It is easy to see that SMS marketing has the potential to be a much more effective mobile marketing strategy for getting your message across to buyers. Your business can send out as many messages as it likes, but sending out more messages does not necessarily mean that a higher percentage of your customers will act on them.

If you decide to launch an SMS marketing campaign, you will want to develop messages that are relevant to the recipient. Limiting contact to once or twice a week is a good strategy, since sending them more often may be interpreted by the recipient as spam. Make sure your messages are meaningful to the recipient, and you have a much better chance of converting one of the best practices for mobile engagement into action and sales