In some ways, mobile marketing is no different from other types of marketing. You need to identify the demographic characteristics of your target audience and design a campaign tailored to its specific interests. What makes the mobile medium so promising for marketers is the sheer number of tools available to reach that audience on an unprecedented level of immediacy and detail. It also offers increased efficacy, as evidenced by the high redemption rate of mobile coupons compared to regular coupons.
Path to Purchase The Mobile Marketing Association found in a survey that over half of respondents used their mobile devices to search for products and 38 percent ended up using their phones to buy the product. By presenting numerous opportunities to engage with the company and interact, such as a mobile call to action via a traditional ad or a bar code to get a mobile user quickly to a website, mobile marketers are able to identify which consumers are reaching "critical mass" toward purchasing the product and when that is occurring. To clinch the sale, marketers then offer carrots such as mobile coupons, text messages inspiring the recipient to try the product and mobile videos.
Opt-in Programs Permission-based marketing has high return on investment, in that you are dealing with a self-selected group of interested individuals who are already attuned to your company. A receptive person is gold in a world of unwanted unsolicited messages, so opt-in programs to receive text alerts keep the campaign focused and pre-vetted, ensuring you are addressing the right people. Mobile marketers, in inviting customers to opt in to receive deals and updates, must be compliant with legislation such as the revision of the Telephone Consumer Protection Act, effective October 2013, which requires conspicuous disclosure.
Contextual and Situational Targeting Mobile marketers target prospective customers based on real-world actions and behaviors. Specificity and timing are critical aspects of relevance. Honing in on the right people means capturing a person's interest at the exact moment when she is already engaging in a particular mobile website or app. Having your ad appear when the app launches ensures that she will be tuned in and your ad will be relevant to her interest.
Location-Based Marketing Geo-targeted marketing leverages the power of proximity to pinpoint potential takers. Forms of location-based marketing include bluetooth broadcasting, which involves sending messages to handsets within a certain geographical area. Users have to make their phones discoverable in order for this to work. Hyperlocal tracking, which keeps tabs on people's whereabouts on an anonymous basis, allows marketers to know exactly who viewed their mobile ad and whether the person eventually visited the store. This in-depth insight helps the mobile marketer serve up new offers aligned with these activities.
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