Is it possible that mobile marketers are neglecting individuals who don’t own a Smartphone? We all know by now that mobile marketing is the dawn of the new age and before we know it everyone will have a Smartphone, but until that day how do we make sure to capitalize on all mobile users?
Despite the extreme growth in Smartphones, standard text messaging is still the standard in the majority of mobile contracts. According to ABI Research, more than 7 trillion text messages will be sent around the world in 2011. Until the day that flip phones become extinct, the most effective way to obtain and carry on a two-way engagement via a mobile device with a large audience is through text messaging.
Successful SMS campaigns require strategic planning and consideration, but when executed properly you can achieve great success. SMS campaigns allow businesses to interact with customers on all different levels, whether it’s supplying them with advance notice of an upcoming promotion, a reminder of an event, or a special exclusive offer only for them, you can achieve instant communication on all levels.
The more you know about each of your consumers the more effectively you can target them. Ask your database for additional demographic information, personal interests, location and/or behavioral habits. This will make it easier for you to market to a person rather than just a number. Making sure the message is pertinent to your customer is key; otherwise you will become an annoyance and potentially lose fans.
Effectively segmenting out your audience and delivering them unique messages based on the profiles you created will help you most effectively capitalize on their needs and wants. Knowing your customers will help you maximize your marketing spend; create higher customer engagement and loyalty. Just be sure to monitor your frequency of messaging and avoid bombarding or overwhelming your customers.
The key to successfully bridging the gap between online and offline marketing is assuring that your traditional offline marketing efforts are online friendly and easily accessible. You have to strategically create a web presence for your offline advertising materials and make sure that both initiatives compliment one another.
There are multitudes of innovative ways to get your online initiatives accessible in your offline marketing materials. When launching new promotions, offers or services, you should always generate a strategy to create offline efforts that support your online strategy. The goal is to have all of your marketing materials support one another and work together to promote your business. Offering coupons in your offline marketing that presents special “online only” deals is a great way to gain more online visitors. Online businesses can benefit from traditional “offline” marketing, just as a brick and mortar can greatly benefit from online marketing.
QR Codes are one of many ways to effectively merge your online and offline marketing initiatives. A QR Code is a two-dimensional code, which is legible by QR scanners, smart phones and other mobiles devices with an advanced camera function. QR Codes provide immediate access to online resources and information by allowing you to scan a code that is strategically placed in your offline marketing materials. QR codes are simply “offline” links that lead to “online” content. QR codes appeal to customer’s urge to have immediate satisfaction for what they are looking for with ease. QR codes allow for a direct path to the message and information that you want to provide your customers. A successful QR Code campaign will lead your visitors directly to a well organized, informative mobile site that provides the exact information that they were seeking out.
Another essential part to successfully bridging the gap between online and offline is making sure both efforts compliment one another and don’t cause confusion for your customers. Make sure that your online advertising has a mobile friendly version that renders well across all major mobile phone devices. According to Morgan Stanley Research, sales of smart phones will exceed those of PCs in 2012, so marketing to and capitalizing on the ever growing mobile market should be the corner stone of your marketing budget and strategy.
Yahoo recently broadened their mobile search display to enhance and expand their search results to provide a better mobile experience. Yahoo’s new enhancements improve how their search result pages are organized and displayed. Results are now exhibited in a more organized fashion displaying the latest web results, entertainment topics, local business listings, stock information, Twitter results, images, videos and news in order of relevancy.
As you can see in the above screen shots, Yahoo’s mobile search results are now neatly packaged to better accommodate their mobile users and offer a better experience. Users can now find what they are looking for faster and more easily while on the move.
Yahoo’s new mobile search enhancements were made available at http://m.yahoo.com for most iPhone owners and people using Android 2.0 and above. More devices and countries will get the new mobile search experience in future months.
Yahoo has taken a new approach and is catering their offerings to better suit the needs of smart phone users. They are taking into consideration user behavior on a mobile device being different than on a desktop or laptop. Yahoo is embracing an ever growing industry and has recognized the increasing importance of reaching consumers when they’re on the go, which all businesses should recognize at this juncture if they have not already.