Bearing in mind that we are all using our mobile phones more and more to surf the net, run queries and even make purchases online, there is no doubt that mobile marketing is a strategy with huge business potential in the digital world.

The advantages of mobile marketing over other promotional actions lie largely in the fact that it does not require major investments and allows the marketer to target and customise their message with easily measurable results. Aware as they are of the situation and its amazing potential, companies small and large in all kinds of sectors are investing strongly in mobile marketing.

OUTSTANDING MOBILE MARKETING SUCCESS STORIES

IKEA launched an app along with a product catalogue as part of its mobile marketing strategy and users loved it. The idea was to allow customers to download an image of the product they were interested in on their smartphone and create a 3D virtual image to visualise the cupboard, sofa or shelves in the part of the room where they would go. By doing this, the company came up with an original way to boost their customers’ interest.
L’Oréal had a similar idea: They developed a virtual make-up app based on augmented reality. This way, users were able to test the brand’s products using just their phones.

The North Face is also getting good results thanks to a mobile marketing strategy that uses geolocation. Whenever customers who had previously provided the brand with their mobile number were near a North Face store, they would receive a message inviting them in. Then, according to the user’s location, the brand would adapt the content of the message to the area’s weather conditions and offer customised deals based on their specific profile.”

MOBILE MARKETING TIPS

Factoring mobile marketing into a business’s overall online strategy is practically compulsory in such a competitive world, but what are the top tips to make it successful?

First of all, you will need a responsive web design that adapts perfectly to every device. This enhances the user experience. Always keep in mind that responsiveness will also boost your SEO since search engines favour responsive sites.

Secondly, geolocation. This function allows the website owner to know where the user is located so as to offer them customised products and deals. When potential customers make a search, your site will come up near the top because you are close in distance.
Some specific mobile marketing actions involve sending text messages and/or emails. Both options provide great opening rates on mobile devices, as does using apps and QR codes. Mobile marketing is a broad concept that can vary according to your strategy. So-called push campaigns involve sending promotional information out to the user, generally via SMS. Pull campaigns, on the other hand, seek to interact with the customer by sending a link to a website or app, possibly via SMS. The latter invites the user to interact with the brand and brings them closer to making a purchase decision with the incentive of a reward such as a discount, coupon or free samples.

Mobile marketing should be part of a 360-degree marketing strategy, which involves using all of the media your target audience is exposed to (from conventional media to posters). The idea is to make the most of everything within your reach to send out an effective message.