Digital marketing is like a giant oak tree. Branches sprout here and there, and some proliferate while others are overshadowed relatively quickly when other branches outgrow them and become stronger. Mobile marketing is one branch of the marketing tree that won't be pruned anytime soon. According to the Pew Research Center, 91 percent of Americans have a cell phone and 56 percent of those people have a smartphone. Also, 35 percent of Americans who are at least 16 years old have a tablet computer. In other words, most Americans have mobile technology, and it serves as their go-to source for information. Keep in mind that's just here in the U.S.
Globally speaking, many people bypassed the computer and laptop era altogether and jumped straight onto the mobile bandwagon. This is especially true in developing nations. This means portable marketing is the only marketing that works for a significant number of the planet's digitally-connected inhabitants.
The mobile era has created a unique environment for businesses and their marketing teams. Rather than creating an interruption in your prospective and current customers' lives, you have the opportunity to form relationships and engage in conversations. The key is to take advantage of all of the benefits on-the-go marketing has to offer.
Here are seven advantages of this medium that make it impossible for your company to pass over.
You Live With Your Customers
Consider the advent of television and how it revolutionized marketing. In the post-war era, marketers knew to advertise food and housekeeping products during the day when housewives were most likely to be tuned in. Goods more appealing to men were advertised in the evenings and weekends, when men were more likely to be watching. In the wake of the smartphone revolution, the "new TV" is on and within physical proximity of your consumers almost 24 hours a day. Facebook sponsored a report that found almost 80 percent of smartphone users have their phones on or near them 22 hours of every day. That's a whole lot of marketing potential. In fact, it's the next best thing to actually moving in with your clients.
Smartphones are Intimate
Unlike computers, which are often shared or monitored by the workplace, smartphones are very personal and intimate. While a friend or co-worker may need to borrow your phone to make a call in a pinch, the large majority of the information transactions occurring on a smartphone are a direct reflection of the owner's interests, concerns and activities. As Mobile Marketer points out, "Consumers expect marketers to dazzle them with personalized oh-wow moments, yet offer no forgiveness if a marketer becomes too intimate." Your research and analytics can make it seem as if you are reading your customers' minds, without being so invasive that you become annoying.
Enjoy the Simplicity
Smartphones and tablets have smaller screens, which means you need to create graphics and marketing messages that are simple, straightforward and effective. Once you've dialed these tactics in, you get to spend more time learning about and getting to know what your customers want, rather than creating pages and pages of content. That being said, online content is still king - don't go so mobile you neglect your inbound marketing basics!
It's Affordable
You may have to invest some initial capital into making your site mobile-compatible or creating useful infographics here and there. Ultimately, it shouldn't require more from your digital marketing budget, but it will give you more bang for your buck.
Sharing
People are more inclined to share things in the moment. By reaching your mobile market, you have a better chance of your content being shared or liked. In the best case scenario, something you create goes viral.
Track the Data
With SMS and text messaging you have the ability to track data regarding who opens, reads, deletes or shares your messages. If you create an app, you can track who is using it and how it is used. Provide coupons and you can track their redemption. All of this data can be used and analyzed to create new and improved marketing campaigns.
Open-Ended Possibilities
Because cell phone marketing is relatively new, the script isn't entirely written yet. To go back to our tree analogy, there are branches that have yet to be grown. Your company has the ability to create the next innovative tool, app or idea to take your marketing power to the next level.
Don't let your fear or lack of knowledge about cell phone marketing prevent you from taking the steps you need to reap its benefits. Mobile capabilities allow you to promote your ideas, services and products to your prospects in real time, whomever and wherever they happen to be.
* Image courtesy of freedigitalphotos.net
