The Five Commandments of Mobile Marketing
April 24, 2012 - Posted by Shama Kabani
Even if you don’t own an iPhone, Android, or Blackberry, chances are at least one person in your home or office does – after all, 35 percent of American mobile phone owners possess one with smartphone capabilities. Beyond their normal calling and texting functions, most smartphone users consume data on a daily basis – through gaming, app downloads, and Internet browsing. If you haven’t started marketing to mobile users, you’re missing a major market segment. Following are five of our dos and don’ts of mobile marketing.
Make your website mobile-friendly.
You don’t want to make a smartphone user struggle to make your site appear in the right dimensions on their screen, especially when many other sites are already optimized for mobile viewing. Effective mobile sites take into consideration the average smartphone screen size, don’t overload the user with graphics and information, and don’t require horizontal scrolling or zooming. If your site isn’t optimized for mobile viewing, the user will quickly move on – potentially to one of your competitors with a more user-friendly mobile site.
Keep it simple.
Remember that whatever you’re asking your audience to do, they will be doing on a very small screen. You want them to read a marketing pitch? Keep mobile landing pages concise. You want them to fill out a contact form? Keep the form’s length as short as possible – typing on a smartphone can be a hassle, which means your customers will easily tire of filling in the blanks. Remember: keeping your length down is no excuse for forgetting your call to action.
Make it fun.
Users need an enticing reason to participate in your mobile marketing. Get creative and make it fun for them – it’ll pay off in the long run. For example, QR codes can easily be integrated into a mobile scavenger hunt for your customers. Offer specials for people checking in to your location on Foursquare or Facebook, like a free dessert or promotional item.
Don’t make it difficult to opt out.
If you’re planning to integrate text messages into your mobile marketing plan, ensure customers are aware of how to opt out of your messaging, and that this opting out is very simple. SMS can be a useful marketing tool, especially for those cell phone users who haven’t yet upgraded to smartphones. The same rules apply here as they do for email marketing: don’t bombard your customers with too many messages, and don’t send unsolicited offers.
Consider creating an app.
Mobile applications have become the backbone of the smartphone user experience. Many major companies across a wide variety of industries – including federal student loans and Girl Scout cookies – have developed their own mobile apps, available for user download. Consider whether or not you think there would be an audience for your mobile application were you to develop one. If you think so, start talking to some mobile developers about the logistics.
Need some assistance jumpstarting your mobile marketing campaign? The experts at The Marketing Zen Group can help. Contact us today! Have any mobile marketing tips? Leave us a comment to let us know!