By Tania Mulry
March 3, 2011
There’s no denying that mobile devices are commanding the attention of consumers everywhere. Whether you’re waiting in line to order coffee, riding the subway or sitting at a stoplight, people are constantly interacting with their phones. This obsession creates an almost limitless opportunity for business owners and marketers everywhere, especially if they can tap into consumers’ passions in a way that is engaging, authentic and purposeful.
As if businesses need more incentive to embrace mobile marketing opportunities, consider that 70 percent of purchasing decisions are made on site. There is truly no better way of engaging consumers at a time and in a manner that is convenient than through their phones. But like any other marketing or advertising initiative, mobile marketing requires a thoughtful and strategic approach that allows you to create a positive brand impression and the basis for lasting relationships.
Launching a Mobile Strategy that Works
While there are many approaches to creating a mobile marketing program, here are five suggestions to building one with the greatest impact.
1. Create messages that are targeted to consumers’ specific needs and interest. Mobile applications allow businesses to collect valuable data about their consumers, which can be turned into actionable and targeted messages. This technology allows savvy business owners to develop messages that will resonate with and motivate consumers.
2. Give consumers a reason to come into your store … now. Promotional messages and discounts that “pop up” on a cell phone screen when the consumer is near your store greatly increase the likelihood of turning a passer-by into a sale. The geo-location features of today’s smart phones allow for location-based targeting in a whole new way.
3. Partner with an existing mobile application. Building an application from the ground up can be a daunting – and not to mention expensive – task. There are many opportunities to add your brand to an application that has already been designed and is familiar to consumers. This also eliminates the need for you gain the attention of users and market the app on your own.
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