Mobile Marketing: The Down & Dirty

According to a study released this past July by the Pew Internet and American Life Project, 35 percent of American adults own a smartphone.  And ¼ of all smartphone users use their phone for most of their online browsing.

What does this mean for us marketers?  It means we must reach people where other media outlets cannot.  We are still one huge mass of consumers, but the difference in today’s consumer versus the consumer of a year, five years, even 10 years ago is that we are different.  Technology has helped to differentiate us, and mobile marketing—what I want to talk about today—allows those of us in the world of marketing to tailor specific messages for specific segments of people.

In light of all the changes brought about by technology is how we market to our consumers.  You may be asking yourself what the difference is between mobile marketing and social media marketing.  The quick and easy answer is relationships.  Social media enables conversations and relationships, while mobile marketing involves targeting your audience with their wireless technology capabilities.  While impressions are still tantamount in what we do, we are now in a day where engagement with our consumers almost means more.  We need to be “human” with our consumers—forget the business jargon, the suit and tie and be real.  They want to voice their opinions, see how we operate, see what’s really going on in our business and feel like they are a part of what makes us successful.

What that means is that we must—if you haven’t already—have a good mix of various ways to reach your audience.  Print ads, radio commercials and billboards still have a place in what we do; your marketing strategies should also include a good dose of Internet and mobile marketing.  This is what strategic convergence is all about.  Have room for web, mobile and Internet marketing with your social media and traditional marketing tactics.

The first step in this new madness is to look at your overall marketing objectives to see where you can apply mobile marketing. Five suggestions for ways to implement mobile marketing include:

The second (and final for now) step in this mobile marketing madness is to keep a few things in mind when devising/tweaking your mobile marketing efforts:

I hope this information is helpful, insightful and, if nothing else, provided a five-minute respite to your busy day.  Thanks for reading.  ‘Til next time. . .

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