There's no denying that mobile marketing is no longer a pipe dream - it's a necessity of the present. 2015 was the first year that mobile searches overtook computer searches on Google, and the mobile search trend doesn't seem to be slowing down. In 2016, more than two billion people worldwide own a smartphone. It is important for companies to find ways to engage with their customers via mobile devices.
In fact, mobile marketing is particularly important for local businesses. Amazon has started using delivery drones to guarantee same-day delivery on certain items, and this means that brick-and-mortar shop owners have lost one of the few advantages they had over online retailers. For this reason, here are some ideas on how to engage with your customers via mobile devices.
Activate mobile payment options
Mobile wallets - apps that allow customers to carry their financial information, including credit cards, on their smartphones - are becoming increasingly popular. In 2015, 12.7 % of all mobile users in the United States used some type of mobile wallet, and that number is expected to rise to 20 % in 2016. Mobile users want the convenience and flexibility of mobile payments. While accepting mobile payments may not seem like a marketing move, it can actually help you attract new customers. Once word gets out that people can use their mobile wallets with you, you may have an advantage over your competitors who haven't picked up on the trend yet.
Use text messages (SMS) Marketing
Text messages are one of the least utilised forms of marketing - which is surprising as they are also one of the most effective. The open rate of text messages is almost 99% - significantly higher than the open rate of emails, which for most organisations is between 20% and 25%. An open rate of 99% means you can be virtually certain that everyone on your mobile list will see your message. This makes text messaging an ideal way to communicate sales and special offers, distribute coupons and more.
Use location-based technology
Another popular trend in mobile marketing is the use of geo-targeting to reach customers when they are in the vicinity of your business. For example, with geo-targeting, you can send an automated message to a customer who is in the car park, alerting them to a sale or promotion that might interest them. You can ping customers when they are in your neighbourhood and get them to come into your shop. Equally exciting is the thought that you could use mobile technology in reverse to notify you when a valued customer enters your shop. Personalised service is becoming increasingly important in local retail. Imagine being able to greet a customer at the door with a tablet that shows you their purchase history and preferences. This way, you can provide concierge-level service without much effort - and that's something that can make the shopping experience in your shop preferable to online shopping.
Tailor your marketing material to mobile users
The pinnacle of mobile marketing used to be having a website that automatically adapts to the device on which it is accessed. However, this may no longer be enough for today's demanding mobile users. The fact is, people perceive content differently on mobile devices than they do on computers, and your marketing should reflect this. For example, single-column emails are very easy to read on mobile devices, while multi-column emails can be challenging as users have to scroll both horizontally and vertically. If you tailor your emails to mobile users, you will achieve a better open rate - and a higher conversion rate - than would otherwise be the case.
Addressing mobile customers with video
In the past, smartphone users had to pay for huge data tariffs to watch videos on their phones. Nowadays, however, many mobile phone users are connected to wireless networks and therefore find it very easy to watch videos on their mobile devices. For this reason, it makes a lot of sense to target mobile customers with videos on sites like YouTube, Vimeo and Snapchat. Video marketing is hugely popular and is one of the most shared forms of internet content, making it a natural choice for businesses looking to target mobile users.
Create a mobile app
You may have heard that developing a mobile app is expensive. It can be, but it's also one of the best ways to connect and interact with mobile customers. Many businesses today have developed and sold mobile apps to make it easier for their customers to buy from them without having to visit a website. Pizza delivery companies such as Pizza Hut and Dominos, for example, have apps that allow customers to place orders directly from their mobile phones. Depending on your business, you may need to get a little creative when designing your app to create something that your customers will find useful. But it's worth the time, effort and money. Mobile customers appreciate businesses that cater to them and are happy to have an app they can use to visit your shop.
Use social media intelligently.
Instagram is one of the most popular mobile apps in the world. In the past, the advertising programme was criticised because it was not possible to place a link in an ad. However, this has changed and Instagram's marketing is open to the public. Instagram also offers advertisers access to Facebook's psychographic data (hobbies and interests), which makes targeting customers easier than ever.
Speaking of Facebook: Another good option for mobile advertisers is to use Facebook's "Call Now" button for mobile ads. This button is ideal for local businesses that want to call customers. It adds a button that allows people who see the advert on a mobile device to call your business with a single tap. This is a great way to encourage mobile users to call to ask questions or make appointments.
The conclusion is that mobile marketing will be hugely important in 2016 and beyond. The companies that make the most of the trend now are the most likely to be successful in the future - while their competitors try to catch up with them.
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