by Kenneth Rudich
(Editor’s note: If you want a more in-depth exploration of small business mobile marketing, go here.)
It’s no secret mobile phones and devices have become a hot consumer item all across the globe. From a mobile marketing perspective, this alone makes them attractive.
But the real appeal for marketing rests with the functionality of these devices – or rather, the sweet mix of opportunities they offer for making a business more accessible to both customers and prospects.
To be sure, effective mobile marketing is built around the functionality of feature phones, smartphones and mobile devices. With that in mind, it becomes only wise to employ their functionality as creatively as possible. Here are 12 suggestions to help you get started.
creative mobile marketing
- It’s a phone…why not invite people to call (via a call to action), give them an incentive to call, or add a click-to-call link on your mobile website?
- It’s a still picture camera…give customers a reason to get involved by posting their photos or entering picture contests.
- It’s a video camera…encourage customers to create short films that tie into your brand, campaign themes or brand values. Again it could be done as a contest.
- It sends text messages…ask for short bits of feedback, input, votes, polls, or opinions; hold raffles, promote social check-in, or encourage them to share your content with their friends.
- It’s location-aware… target your mobile and online advertisements based on ZIP code, neighborhood or even street intersection; make special offers when users are nearby; lead them to the nearest store; or be accessible via a search.
- It’s a bar code reader…educate customers on what 2D bar codes are and how to use them. And then aggressively deploy them to deliver content and incentives. The more you use them, the more your customers will too.
- It’s a payment device…there are many ways to make mobile complete a transaction on the spot. If you have a call center, use a click-to-call button that takes them directly to it. If you don’t have a credit card processing machine in the office, you can download an app from the Apple App Store and process credit card transactions from your iPhone.
- It sends email…yet another opportunity to deliver content and incentives.
- It’s a music player…share a tune, a podcast or a ringtone.
- It’s a video player…show a trailer, promo or full commercial.
- It’s a calendar…prompt people to “mark a date” right away, before they forget.
- It’s a browser…have your mobile campaigns link to mobile friendly websites. And actively promote your mobile web site and apps.
test and measure response
Any success you achieve while using these tactics will, of course, be predicated on having a thorough understanding of your target audience.
It’s important to test and measure each tactic for determining how well it worked, which worked best, and with what type of audience. After all, some may work better with one type of audience while others may work better with another. There’s a certain amount of mixing and matching that goes on in order to build a good chemistry between what you want for your business and what your customers want from you.