August 16, 2012


If your marketing department hasn’t started a mobile marketing campaign, you are potentially losing money every day. Mobile marketing plays a crucial role in today’s world of on-the-go, send-it-to-my phone consumers. They don’t have time to stop at their PC and check mail; they want it on their phone or in a text. Your marketing strategy has to conform to this in order to reach them and bring them to your business.

Before you start sending out mass emails and texts to hundreds of people, you need to make sure your message is going to be read first and second cause an action. It doesn’t matter is you send out ten thousand emails, if the message isn’t read, your time has been wasted. Follow these tips to increase the ROI of your mobile marketing campaign and increase the chances of success.

  1. Don’t buy email lists. These are a waste of money. You need email and text information of people who are actually going to be interested in your product. Save your massive, all-inclusive marketing, for ads on social networks. Your email and text recipients should be from your database and from lists that come from your own industry.
  2. Design your emails and texts so that they are mobile-friendly. Your messages should not be lengthy paragraphs that mobile users have to scroll through to find the message; make them short, sweet and to the point. The same goes for your text messages. The main thing to remember is that your brand and call to action should be prominently featured in the beginning of the message.
  3. Use QR Codes: QR codes are showing up everywhere, from signs going into a business, to magazines and menus. Make sure that you have your own code and that it is linked to your website. The landing page that the code goes to should require an email address and possibly a text; however, it should not force users to type lengthy amounts of data. Keep in mind; the users are on a mobile device.
  4. Use the text or email message as a coupon or promotional offer. You can incorporate the discount into the email or text or you can direct them to a landing page that contains the offer. The point is to elicit a reaction from the recipient in the form of a sale.
  5. Time your messages and cycle of messages. We’ve all had the dreaded email that won’t stop coming. You answer one email to get an offer, and suddenly your Inbox is overflowing with mail that you simply don’t want. If you’re like most people, you delete it without even opening it. Don’t let this happen to your mobile campaign. Set your emails on a cycle, perhaps once a week and don’t send them in the middle of the night. Many people keep their smart phone near their bed and “you’ve got mail” is not a pleasant sound at 2 AM.

It’s not difficult to plan a mobile marketing campaign that people will read and use. Stop and think about your own email and text usage. If you wouldn’t want it on your phone, don’t send it to others.

Let us know how your mobile marketing campaign is faring. If you have tips you want to share, use the comment box and we can all market smarter and more successfully.

Looking for more advice on mobile marketing? This article might be of interest to you:

Mobile Marketing: Revolutionising Online Advertising

Thanks!

Sean

(Image: Ricmoo via Wikimedia Commons)

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