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http://bondsocialmedia.com Bond Social Mobile Media Marketing = Ed Bisquera, of Bond Social & Search Marketing, presents The Small and Local Business Guide to Mobile Media Marketing. In this short guide, mobile marketing and mobile optimization are discussed, sharing with small and local business owners how to be found on the fastest growing device, where customers are already looking. Small businesses (such as restaurant and bar/club owners, boutique shops, men' and women's clothing stores, shopping centers, motels, hotels, cosmetic dentists, injury attorneys, real estate agents, criminal/accident/family lawyers, plumbers, electrical contractors, bathroom/kitchen/home remodeler contractors, roofing contractors, painters, furniture stores, yoga, massage, etc) all looking to reach and market to the digital consumers, should look at the mobile marketing statistics and understand that customers are looking for their businesses on their mobile smart phones (iPhone, Android, Blackberry, Microsoft, etc) and personal digital devices (iPad, Tablets, Kindle, etc) and that optimizing and designing a site for mobile marketing, is different than for traditional desktop websites. In this guide to mobile media marketing and mobile website optimization, the author shares: The top mobile devices and market share What is mobile marketing Top mobile marketing trends Why mobile marketing is important Who needs mobile marketing WHY YOU NEED A MOBILE FRIENDLY, MOBILE OPTIMIZED WEBSITE NOW and much more. Feel free to contact us with any questions and also how to qualify for a free mobile website design and mobile marketing consultation today! Mobile Media Marketing Websites Optimization htp://facebook.com/bondsocialmedia (360) 597-8283 Portland, OR Salem, OR Eugene, OR Vancouver, WA Olympia, WA Seattle, WA Spokane, WA Walla Walla, WA
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Complimentsof
EdBisqueraandBondSocialMediaAgencyLLC
JoinusatourFacebookPagehttp://Facebook.com/BondSocialMedia
TableofContents
1. Introduction………………………………………………. 1
2. MobileDevices……………………………………………. 3
3. WhatisMobileMarketing…………………………… 5
4. MobileMarketingTrends……………………………. 7
5. WhyMobileMarketingisImportant……………. 10
6. WhoNeedsMobileMarketing…………………….. 15
7. ArePeopleUsingMobiletoBuy?………………… 18
8. WhyYouNeedaMobileFriendlyWebsites…. 19
9. MobileFriendlyWebsites……………………………. 21
10. MobileMarketingTools………………………………. 23
11. QRCodes………………………………………………….…. 27
12. Summary…………………………………………………….. 29
Page1of30©2011‐2012BondSocialMediaAgencyLLC|http://www.Facebook.com/BondSocialMedia
Introduction
Okay,let’sfaceit!Mobilephones,smartphones(Blackberry,Android,iPhone,etc)yes,they’reheretostay!
They’vegonefromthebrick‐sizedversionthatweighedaton,tothestylish,chicversionthatfitsinanypocketandgoeswithyoueverywhere.Youliterallywon’tleavehomewithoutit!Infact,you’llturnaroundandgobackhomeforit.Mobilephonesareeverywhereandareinthehandsofconsumersofallages!
MobileMarketing,anewmarketingtrend,istheresultofthegrowthintheuseofmobilephonesandothermobiledevices.
I’vewrittenthisguideforthebusinessownerwhoisreadytotakeadvantageofthisnewmarketingtrendthatissettotakeofflikearocket.Mobilemarketingisforthebusinessownerwhowantstobeaheadofthetrend‐insteadoftrailingitlongafterit’sbeenaroundforyearsandusedsuccessfullybyothers.
Ifyouownasalon,acoffeeshop,anautorepairshop,apizzashoporanyotherlocalbusiness,youknowthataregularpayingcustomerisworthmoretoyouthanacustomeryouhavetoacquire.Youmaynot,however,haveanywayofkeepingtrackofyourcustomers–whotheyare,howmanyofthemyouhave,whattheybuywhentheycomeintoyourshopandtherefore,youhaven’tbeenmarketingdirectlytothem.
Youdoyourmarketingtheold‐fashionedshotgunway–blastthemarketwithadvertising,hopingyou’reaimingattherightpotentialcustomerswhoneedyourproductorservice.
Inthisreport,we’regoingtofocusonlasertargetingyourmarketingtoyourlocalcustomerbaseinanaffordable,veryeffectiveway–usingmobiletextmessagemarketingtosendthemwhattheywantandgetthemtalkingaboutyouandcomingtoyourbusiness.
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Wewillcoverthefollowingtopics:
• Mobiledevices
• Whatmobilemarketingisandwhatmobilemarketingisn’t.
• Trendsinmobilemarketing
• Whyyou,asabusinessowner,shouldbeveryconcernedaboutmobilemarketing.
• Whoneedsmobilemarketing
• Mobilefriendlywebsites
• Mobilemarketingtools
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WhatisaMobileDevice?
Amobiledeviceisawireless‐enabledcomputingorcommunicationsdevicethatwillmaintainitsfunctionwhileonthemove.Ittravelswithyouanywhereyougo.
Mobiledevicesincludetwobasictypesofdevices:phonesandnon‐phonemobile‐enableddevices.
Thefeaturephoneisthebasicmobiledevicewe’reallfamiliarwith.Featurephonesmakeupabout75%ofmobilephonesanditisimportanttorealizethat.Thesephonesarelimitedintheircapabilitiesandthereforetheyplacelimitsonthestrategiesthatcanbeusedtomarkettothem.Wecanreachcustomerswhocarryfeaturephonesusingtextmessaging(SMS),multi‐mediamessaging
(MMS),voiceandlimitedmobileinternet.
Thesmartphoneisanewdevicewhichcombinesthefunctionalityofaphonewithfeaturesweusuallyassociatewithapersonalcomputer,suchastheinternetandemail.Mostofthesephonesalsohaveacamera.
Thisisanexcitingcategorytomarketto,butit’simportanttorememberthatsincesmartphonesrepresentonly25%ofthemarket,featurephonesarestillthemajorityofphonesbeingused.Wewanttorememberthemajorityofphoneshaveamorelimitedaccesswhenwecreateourmarketingcampaigns.
Theconnecteddeviceisthethirdcategorywewanttoknowabout.ThisdeviceisnotaphoneandincludesiPads,e‐readers(Kindle,Nook)andportablegamingdevices.Weareabletomarkettothesedevicesaswell.
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IDC.com–July14,2010‐Smartphones,orMobiledevices,willsoonbecomethedominantcomputingplatformforhumanityandsupplantthePC.
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WhatisMobileMarketing?
AccordingtotheMobileMarketingAssociation,mobilemarketingis
“asetofpracticesthatenableorganizationstocommunicateandengagewiththeiraudienceinaninteractiveandrelevantmannerthroughanymobiledeviceornetwork.”
KimDushinski,amobilemarketingexpert,enhancesthisdescription:
“MobilemarketingisbusinessesCOMMUNICATINGwithconsumersontheirmobilephoneswiththeirexplicitpermissionattherighttime,attherightplacewhileprovidingrelevantvalue.”
Thekeytobothofthesedefinitionsisthatbusinessesarecommunicatingwithconsumers–thisisnotaone‐waymessageorapushmarketingcampaign.Youareinvitingconsumerstoinitiatecontactwithyoubycallingortextingyou(knownas“opting‐in”),givingyoupermissiontocommunicatewiththem.
You,inreturn,willbeprovidingsomethingofvaluetothem.Thismaybebasedontheknowledgeyou’veacquiredaboutyourcustomersandthatistheexcitingaspectofthistypeofmarketing.Customershaverequestedyourresponseand
thatresponsewillbereceivedwithanticipation,oftenresultinginaction.
AWordofCaution:MobileMarketingisaNOSPAMZone!YoudoNOTwanttosendunwantedmessagestoanyone!Mobilemarketingisusingmobiledevicesasthemethodtodistributeyourmarketingmessage.
Itisjustonetoolinyourarsenalofmarketingstrategies.
Whilemobilemarketingisaverypowerfultool,itshouldbeusedinadditiontotheothermarketingtechniquesyou’realreadyusing.
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Youneverwanttocountonjustonemarketingstrategytogetyourmessageout.
TheInternationalTelecommunicationsUnion(ITU)hasfound.
AccordingtotheUnitedNations‐runorganization,awhopping6.1trilliontextmessageswillbesentbytheendof2010.Thatfigure,whichhastripledinthepastthreeyears,meanspeople
aroundtheglobearesending200,000textmessageseverysecond.
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MobileMarketingTrends
Mobilemarketingisexperiencingtremendousgrowthglobally.Itisestimatedthatby2012,10trilliontextmessageswillbesentanddeliveredtomobilephones.
Mobilemarketingisaveryacceptedmarketingstrategyinmostpartsoftheworld.Japanwasoneofthefirstcountriestoembraceit,withEuropeandotherareasfollowing.TheUnitedStateshasbeenlaggingbehindandisjustnowstartingtotakeaseriouslookatthisstrategy.
Whyismobilemarketingsoimportanttoconsiderusing?Statisticstellthestoryandyou’llbeamazed!
Astheworld’spopulationapproaches7billion,thenumberofcellphonesubscriptionscontinuestogrowandisexpectedtohavereached5billionbytheendof2010.Thisisover70%oftheworld’spopulation!
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IntheU.S.alone,over250millionAmericanscarrymobilephones–morethan80%ofthenation’spopulation.Infact,over20%ofU.S.householdsare“mobileonly.”
Now,ifyousubtracttheveryyoungpopulationandtheveryelderlypopulation(whoarenotlikelytousemobilephones)fromthetotalpopulation,youcanseethatalmosteveryoneelsehasamobilephone–everyonewhohaspurchasingpower.Thisishuge!
Ontheotherhand,therearelessthan2billioninternetusersglobally.Whichsizepopulationwouldyouratheraimyourarrowsat:2billionor5billion?
Insomepartsoftheworld,themobilephoneistheonlyconnectiontotherestoftheworld.TherearefewPCsandfewlandlines.Furthermore,withtheonsetofthesmartphones,mobilephonesarebecomingtheconnectiontotheWorldWideWeb–likeacomputercarriedbypeopleeverywheretheygo.
• About1.3billioninternetusersuseemail.
• About3billioncellphoneusersusetextmessaging.
• Bytheendof2010,6.5trilliontextmessageswillhavebeensent.
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• Theglobalmobileadvertisingmarketwillbevaluedatover$16billionby2011.Source:M:Metrics,CommonShortCodes:CrackingtheMobileMarketingCode
So…whatdoallthesenumbersmean?Basically,mobilephonesarequicklybecomingthepreferredwaytocommunicatewithaconsumer,overthepersonalcomputer.SurveysshowthatemailuseonPCsisdecreasingatthesametimethattextmessagingoncellphonesisincreasingatahugerate.Advertisersarerecognizingthistrendandareplanningonputtingmoreandmoreadvertisingdollarsintothemobilemarket.Mobilephonesareheretostay.MobilephoneuseisgrowingexponentiallyandisalreadybiggerthanPCuse.Marketingtocellphoneusers,usingdifferentmarketingtools,isdefinitelyoneofthekeystoyourfuturebusinessgrowth.
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WhyMobileMarketingisImportant
Mobileisnowconsideredthe7thmassmedia–theother6beingPrint,Recordings,Cinema,Radio,TelevisionandInternet.Theyarecalledmassmediabecausetheyreachoutandtouchnotonlytheelitebutalsothegreatermasses.
What’ssospecialaboutthemobileindustry,thenewestmassmedia?
Itisthefirstmassmediathatiscapableofdoingeverythingtheothersixcando.Wecanreadnewspapers,watchmovies,listentomusicandwatchTVshowsonoursmartphones.Yes,wecanevensurfthewebonmobiledevices.
Moreimportantly,mobilephoneshavebenefitsthattheother6mediadon’thave.
• Itistheonlymediathatistrulypersonalandcarriedconstantly.Mobilephonesarenotsharedwithothers–evenourspouses!
• Mobileistheonlymediawhereeachconsumercanbeidentifiedindividually–bytheirphonenumber–withadegreeofaccuracynotavailablewithanyothermedia.
• Mobileisthefirstandonlymediathatisalwayson.Messages,news,andpromotionsaredeliveredinstantlyandcanbeaccessed24/7byconsumers.
• Themobilephoneistheonlymediathatisconstantlywiththeowner.
7outof10peoplesleepwiththeirphoneswithinarm’sreach.Andyes,I’msureyou’veheardpeoplespeakingontheirphones,eveninpublicbathrooms.Peoplehavebeenknowntoreturnhometogettheirforgottenphones.Itisanincrediblyintenserelationship.Youjustdon’tleavehomewithoutit!
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• Mobilephoneshavebuilt‐inpaymentmechanisms.ClicktoBuyisHUGE!!Youcan’trunuptothemoviescreentobuyashirtyouwantorclickonyourradiotobuytheproductbeingadvertised.Evenontheinternet,youneedtosetuppaymentoptionssuchasPayPal.Liketheringtoneonyourphone?ClicktoBuy.Likethebookyouseeonyourphone?ClicktoBuy.Payformovietickets,iTunes,insuranceorpizzawithyourphone?ClicktoBuy!!
• Andthemostincrediblebenefitofmobileisallthiscanbedonewithoutwaiting–atthattimeofintenseimpulse!Noneedtopowerupthecomputer.Noneedtodownloadthepicturefromthecamera.NoneedtoturnontheplayerandinserttheDVD.Noprintingthecoupon,cuttingitoutandwalkingittothestore.Nowaitingtogotothestoretobuythebookyouwantrightnow(thankstoClicktoBuy).YoucanhaveitNOW!
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Mobileisthenewestmassmediaandithasthepotentialtobecomethemostinfluentialmassmediaofalltime.Okay.You’reconvincedmobilemarketingisimportant.Buthowdoesmobilepertaintoyourbusiness?
1. Well,ifyou’reexperiencingasmallermarketingbudgetduetoeconomicconstraints,mobilemarketing,donecorrectly,canbeamoreaffordableandeffectivewaytobuildyourclientbasethantraditionalmarketing.You’resmarttoreadthisreportandlearnmoreaboutnewmarketingstrategies.
Youdefinitelywanttoconsultamobilemarketingexperttohelpyouwithyouradvertisingcampaignsandyourbusiness’mobilepresence.Theywillhelpyouavoidexpensivemistakesandasteeplearningcurve.
2. It’sbeenfoundthatallagecategoriesareaccessingemailsthroughmobilephonesinlargernumbers.Theproblemisthatemailsareoftenconsideredtobespamandnotallofthemareopened.
Ontheotherhand,click‐throughratesandconversionratesaresignificantlyhigherfortextmessagesthanemailsandinternetdisplays,despitethelattertwohavingalargerpieceofmarketingbudgets.
Evenmoresignificantly,“about90%ofalltextmessagesarereadwithinthreeminutesoftheirdelivery,andover99%ofalltextmessagesarereadbytherecipient,”accordingtoawhitepaperonconversationaladvertisingbySinglePoint.
Thisdataillustratesthattextmessagingthroughmobilephonesisbecomingthepreferredwaytoreachcustomers.Textmessagesareopenedandreadalmost100%ofthetime.
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Textmessagesdon’thavetogothroughspamfilters,they’renotignoredandthey’renotautomaticallytrashed.Textcouponscanhavearedemptionrateof10‐30%becausetheyarealwaysavailableonthephone,asopposedtoemailorpapercoupons.
Asabusinessowner,youarealwaysstrivingtobecomeawareofthenewestmarketingstrategiesyoucanusetogrowyourclientbaseandincreasesales.Youwanttostandoutfromthecrowd.
Well,mobilemarketingisthenewestmarketingstrategythatcanhelpyoustandoutfromthecrowd.
It’seffectiveandaffordableanditprovidesconstantaccesstoyourcustomersbecausepeoplealwayshavetheirphoneswiththem.Youcanalsoexperienceveryquickresultsfromyourmobileadvertisingasopposedtohavingtowaitforprintadvertisingorothermethodstoreachyourclients.Inaddition,theseresultscanbetrackable.
Withmobilemarketing,youcansendmessagesaboutasaletocustomerswhohaverequestedtobecontactedaboutaparticularproductandwhenitgoesonsale.You’remorelikelytogetabetterROIonthatpieceofadvertisingthanifyoumailedoutadirectmailadtoarandomselectionofhouseholds.
AccordingtoAdvertisingAge,
“It’sclearthatretailersthatdon’tembracemobilephonetechnologyinthecomingyearwillbeleftbehind,muchasthoseretailerswhosatonthesidelinesintheearlydaysofdigitalorsocialmediaarenowplayingcatchup.”
Clearly,ifyourbusinessisn’tonthemobileweb,youarelosingclientsand,more
significantly,thoseclientsarelikelytogotoyourcompetitors!
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WhoNeedsMobileMarketing?
First,letmesaythatnoteverybusinessneedsmobilemarketing.Ifyoudonothaveanadvertisingbudgetthatcanhandleexperimentationlossesfromusinganewtechnologyyou’renotfamiliarwith,youdonotneedtobedoingmobilemarketingatthis
time.
Ontheotherhand,ifyouengagetheservicesofamobilemarketingexpertwhocanhelptomitigateanysuchpotentiallosses,youshouldcertainlyconsiderusingmobilemarketing.
Inaddition,youshouldnotconsiderusingmobilemarketingifyourproductorservicefocusesprimarilyonatargetdemographicthatwouldnotbeusingmobilephones.
Manybusinesses,however,dohaveproductsorservicesthatareidealcandidatesformarketingusingmobile.
Retail,aboveandbeyond,isanichewhichcanbenefitthemostfrommobile.Anyonewitharetailbusinessshoulddefinitelyhaveamobilefriendlywebsiteandshouldtakeadvantageofmobileadvertisingstrategiesoryou’llbebehindthe8ball.
Themobilemarketingopportunitiesforaretailbusinessareendless!
Therearemanyotherbusinessnicheswhichcanbenefitgreatlyfrommobilemarketingandtheyinclude,butarenotlimitedto:
• Travel• Nonprofits• Sports• Legal• Foodandbeverage• Healthcare
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• Education• Consumerelectronics• Apparelandaccessories• Automotive• Artsandentertainment• Consumerpackagedgoods• Education• FinancialServices• Government• Homefurnishings• Media/publishing• Politics• Realestate
Imaginethebenefitsofofferingcoupons,recipes,surveys/feedbackcampaigns,fanclubs,loyaltyclubs,movietimes,ticketsales,classschedules,detailsofapropertyforsale,lastminutetraveldeals,sales,storeevents,donationsites,emergencyalerts,newpublicationsbyafavoriteauthorormusician,healthtips,carry‐outordeliveryordering,theaterlocations.
Clearly,thelistcangoonandon.Youcanmodifymanyoftheofflinepromotionsyouarealreadydoingtomakethemworkonmobile.Youcanalsocreateandexecutenewpromotionsthatdonotworkoffline.Therearenolimitstousingyourcreativitywithmobilemarketing!
It’sbeyondthescopeofthisguidetodiscussindetailallthewaysyourbusinesscanmarketusingmobile,butamobilemarketingconsultantisabletohelpyouplanyourmarketingcampaigns.
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ItAllSoundsGood–ButAreTheyUsingMobiletoBuy?(ShowMeTheMoney!)
AccordingtoareportpostedbyeMarketer,mobilephoneuserelatedtobuyingactivitiesincreasedsignificantlyin2010,withanevengreaterincreaseduringthelastquarter‐the2010holidayshoppingseason.
Consumersnotonlycheckedtheirphonesforcouponsandsales,sharedgooddealswithfriendsanddidcomparisonshopping,butyes,theyboughtproductsusingtheirphones.
SmartphoneActivitiesPerformedDuringtheHolidaysAccordingtoUSSpmartphoneOwners,Dec2010
SourceGfKRoper
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WhyYouNeedaMobileFriendlyWebsite
Whenyouplanyourmobilemarketingcampaigns,youwill,atsomepoint,besendingconsumerstoyourwebsite.Ifyourwebsiteisnotmobilefriendly,consumerswillnothaveagoodexperienceandwillleaveyoursite.
Reasonswhybusinessesneedamobilefriendlywebsiteinclude:
• Peopleusetheirmobilephoneseverydaytosearchforinformationonbusinesses.
• Yourwebsiteloadsfasteronthemobilephonewhenitismobilefriendly.Peopleareusuallyinahurryandnotwillingtowaitforawebsitetoload.They’dratherclickoffandfindanothersitethatloadsfaster.
• Yourbusinessinformationiseasilyvisibletoconsumersinamobilefriendlywebsite.Youcandisplaya“ClicktoCall”buttonora“ClickforDirections”button,amenuorsimple,pertinentfeaturesofyourbusinessthatareeasilyvisibleonaphone.
• Travelersusetheirmobilephonestofindhotels,restaurantsandotherbusinesseswhenindifferentcities.Youwantyourinformationtobereadilyavailabletothosetravelers.
• Whenyouhavetwoversionsofyourwebsite,youcanofferyourinformationtotwodifferentsetsofsearchers–thoseontheroadwhoareinahurryandthosewhoaresittingathomewithtimetodoresearch.
• Amobilewebsitegivesyouanothersitetomarkettosearchenginesanddirectories,increasingyourbusiness’rankingsontheweb.
By2014,itisestimatedthathalfofAmericans’webbrowsingwillbedoneontheirmobiledevices.Itiscriticalforyoutomakesureyouhaveamobilewebpresenceandthatyourmobilewebsitesareworkingproperly.Asasavvybusinessowner,youwanttogetthejumponyourcompetitorsandnotwaittilleveryoneisusingmobilemarketing.
Yourpotentialcustomersexpectyoutohaveamobilewebsite:
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“Whenaskedwhethertheyexpectsitestheyvisitfrequentlytoprovideadedicatedmobileversion,aresounding84percentrespondedintheaffirmative.”–iCrossingStudy
You’llwanttoengagetheservicesofamobileinternetmarketingconsultanttohelpyoudomobilesearchengineoptimizationforyourmobilewebsite.Itdoesn’tmatterifyouhavea.comora.mobiwebsite.Ifitcan’tbefound–you’relosingcustomers.
TheTulsaZoowebsiteisanexcellentexampleofallthefeaturesyoucanincludeinyourmobilefriendlywebsite,inaclear,easy‐to‐readformat.
Featuresincluded:
• “DonateNow”buttonandlink• “Directions”link• “Hours&Admission”link• “Contact”link• Linktomainwebsite• Linkstocurrenteventsandexhibits
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MobileFriendlyWebsites
Youknowyouneedamobilefriendlywebsite,butwhatexactlyisamobilefriendlywebsite?
Apictureisworthathousandwords.Seebelow.
.comwebsiteonaPCscreen
.com
Non‐mobilefriendlywebsitespresentobstaclestoaconsumerwhoissearchingforinformationaboutyourbusiness.ThelargePCsitesrequirescrollingandaconsumerislikelytoscrollrightpasttheinformationthey’relookingfor(phonenumbers,addresses,etc.).
.comwebsiteonamobilescreen
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.mobi
Mobilefriendlywebsitespresenttheinformationinaveryclear,easy‐to‐navigatefashionwithlinkstopertinentpages.Thereisaminimumofgraphicsandextensiveinformation.
.mobiwebsiteonamobilescreen
PleaseNote:Lessthan1%of.com,.netand.orgsitesaremobilewebfriendly.Thismeansthere’sa99%chanceyourwebsiteisn’tmobilefriendly!
Amobilemarketingexpertcanhelpyoucreateamobileversionofyourcurrentwebsite.
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MobileMarketingTools
Okay.Itworks.Youthinkit’sworthconsideringusingmobilemarketing.
Howdoyoudoit?
First,youneedtodecidewhichstrategyyou’llbeusingtogetyourmessageoutandthenyoucancraftyourmessagetofitthestrategy.
Thereareseveralmobilemarketingstrategies/toolsyoucanusetoreachyourcustomersontheirmobiledevicesandwe’lllistthemhere.It’sbeyondthescopeofthisreporttogointoextremedetailforeach.Yourmobilemarketingconsultantwillbeabletohelpyoumaketherightchoicesforyourbusiness.
TextMessaging(SMS)
SMSstandsforShortMessageService,alsoknownastextmessages.Mostcellphonesarecapableofsendingandreceivingtextmessages.You’relimitedto140charactersandthatisenoughtogetashortmessageout,linktoawebsiteorsendoutacoupon.
We’vealreadytalkedaboutthegreatopenratesandconversionratesfortextmessages.Thisisdefinitelyonestrategyyou’llwanttokeepinmindwhensettingupyourmobilemarketingcampaigns.
MultimediaMessagingService(MMS)
Inadditiontosendingtext,youcanalsosendaudio,picturesandvideoinanMMSmessage.Youcangetquitecreativeherewithyourmarketingmessageanddistributeiteasilythroughphones.
MobileE‐Mail
Despitetheincreaseinpopularityoftextmessaging,emailsarestillagreatwaytogetamessageout.You’llobservepeoplecheckingtheiremailsalldaylong,ina
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varietyoflocations,becausetheyhavetheirmobilephoneswiththem.Thisisanaffordableandacceptablewaytomarketviamobile.
MobileInternetSites
Theincreaseinsmartphoneswhichhavetheabilitytosurfthewebmeansthatyourwebsiteshouldbeformattedtobemobilefriendly.Peopleonthegotendtosearchforbasicinformation,suchasphonenumbers,addresses,andhoursofoperation.They’retryingtomakequickdecisionsanddonotusuallyhavethetimetoreadacomplicatedwebsitewhenonthego.Youneedtomakesureyouhaveappropriate,easilyfindableinformationonyourmobilefriendlywebsite.
MobileApplications
Mobileapplicationsarecomputerprogramsthatareinstalledonmobilephones.Theyareusedtoprovidecapabilities,suchaslookingatacheckingaccountbalanceorplayingagame.Applicationscanalsoincludeyourmarketingmessage.Theycanbeagreatwaytogetyourmessageout.
InteractiveVoiceResponse(IVR)
Withallthecapabilitiesavailableonthemobilephonesoftoday,wemightforgetthattheirprimarypurposeistomakeandreceivevoicephonecalls.IVRtechnologyallowsustosendandreceivevoicecallsfrompeoplewithouthavingalivepersonanswerthephoneatyourend.
MobileSocialMedia
Socialmediahasbeenadrivingforceinthegrowthofsmartphones.It’sveryeasyforfolkstoparticipateinsocialmediaconversationsthroughoutthedayusingtheirphones.Youcantakeadvantageofthistrendbyincorporatingamobilesocialmediastrategyinyourmarketing.
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MobileAdvertising
Mobilephonespresentagreatopportunitytoadvertisetoabroadpotentialcustomerbase,inadditiontoyourtargetedcustomerbase.Google,recognizingtheimportanceofthemobileindustry,recentlyboughtAdMob,amobileadvertisingplatform.YouknowifGooglethinksit’simportant,weshouldalsopayattention.
Mobileadvertisinginvolvesplacingadsinmobileapplications,onwebsites,andintextmessages,tonameafew.
MobileCommerce
Itispossibletoarrangeforanimmediatepurchaseofnotonlydigitaldownloadableproducts,butalsoofretailproductsusingyourmobilephone.Yourmobilephonecanliterallybeusedasadigitalwalletusingbarcodescannersandmobilepointofsalesystems.You’llwanttoconsidersettingupamobilecommerceprogram,ifyousellanyproductswhichcanbedownloadedorshippedout.
ProximityMarketing
Mobilephonesarecapableofshowingtheexactgeo‐locationofthepersonusingthephone.Thiscapabilitycanbeusedtotargetbuyersinspecificgeographiclocationswithmessagesappropriatetotheirlocation(e.g.mallstoresofferingcouponstomallshoppersorrestaurantstextinga2for1dinnerspecialtothoseintheirvicinity).Thistypeofmarketingisreceivingattentionbecauseofthepotentialfortimingthepromotionsasneeded(e.g.slowdayforarestaurantorclearancesaleinastore).
Thegeo‐locationcapabilitiesofphonesareagreatreasontofocusonlocalinternetmarketingforyourbusiness.Youdefinitelywantyourmobilewebsitetobefoundwhenconsumersaresearchingforalocalbusinesstogoto.Youalsowanttoinviteconsumerstocommunicatewithyou,whentheyfindyourwebsitebecauseofyourgreatlocalwebpresence.
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Alocalinternetmarketingconsultantcanhelpyouwithyourlocalinternetmarketingprogram.
Mobile‐EnabledTraditionalMedia
Mobilemarketingcanonlybedonewiththeexpresspermissionofyourcustomer.Youcanusetraditionalmediatoinvitethemtoopt‐intoyourlist.AnexampleofthiswouldbeasigninyourstorewindowornearthecashregisterinvitingthecustomertotexttoanumberwhichwillrespondwithacouponcodeorscanaQRcodewhichwilltakethemtoawebpagewheretheycanopt‐in.
QRCodes
QRCodeswillbeexplainedinthenextsection.
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QRCodes
QRCodesareagreatmobiletooltouseandtheydeservesomeexplanation.
TheQRCodeisabarcodethatwasdevelopedinJapanandiscommonlyusedinmuchoftheworld.
QRstandsforQuickResponse.
IfyouhaveaQRscanneronyoursmartphone,youcanscanthecodeonthispage.
ThedifferencebetweenaregularbarcodeandtheQRcodeisthattheQRCodestoresdatawhichcanbereaddigitally.TheQRcodeisreadbyscannersinstoresorbyusingthecameraandaQRcodereader(availablefree)thatisinstalledonyoursmartphone.
AQRCodecanbeusedtoprovidealinktoawebpage,acouponordetailsonanewproductandcanbeprintedonanything–event‐shirts!TheusesforaQRCodeareendless.
QRCodesareusedextensivelyoutsideoftheU.S.andarebeginningtocatchonhere,too.I’malreadyseeingtheminprintadvertisinginmagazines,onstorewindows,insomedirectoriesandonotherwebsites.Youcanaddthemtoanyprintadvertisingsuchasbusinesscards,tovideos,andtoanythingelseyoucanthinkof.Whenscanned,itwillprovideatextmessage,takesomeonedirectlytoyourwebsiteorlinktowhateverelseyoudecidetosendthemto.
InJapan,McDonald’sincludesQRcodesontheirproductpackaging(HappyMealboxes,sandwichwrappers).MagazinesareincorporatingQRcodesintotheirprintadvertising.CanyouthinkofhowyoumightuseaQRCode?
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YoucandownloadyourGooglePlacesQRCodefromyourGooglePlacesDashboard.TheGooglePlacesQRCodelinkstoyourPlaceslisting,whichprovidesimportantinformationaboutyourbusiness.
SomeonewhoisfamiliarwithQRCodeswillappreciateusingthem.IfsomeoneisnotfamiliarwithQRCodes,they’llaskaboutthemwhenthey’reinyourstore–openinguplinesofcommunication.
QRCodesareagreattoolforinvitingaconsumertoopt‐intoyourlist,inexchangeforsomethingofvalue(coupon,salesevents,linktoadownload).
You’llbeseeingmoreandmoreQRCodesandyou’llbeusingthemyourselfinyourmobilemarketingcampaigns.
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Summary
Mobileisthenewestmassmediawiththegreatestcapabilitiesandgreatestmarketingpotentialforthebusinesscommunity.Mobilephoneuseisgrowingatarapidpaceandthisgrowthreflectsagrowingcustomer
base,whichabusinesscanpotentiallytapinto.
IfyoucanimaginewhatitwaslikebackwhenTVwasinfringingonradioandtheexplosionthatresultedfromthat,you’llrealizethatmobileisinfringingontheinternetandthereisanexplosioncomingfromthat.
Areyoureadyforthemobileexplosion?
Therearetwothingsyoucandorightnowtomakeyourbusinessmobile.
1. Createamobilefriendlywebsite.25%ofthepopulationhasasmartphoneandtheycanaccessyourwebsite.
2. Startatextmessagemarketingprogram.Themajorityofpeoplehave
mobilephoneswhichcanreceivetextmessages.Thisisadirect,personalandcost‐effectivewaytocommunicatewithconsumers.
Thereareseveralinexpensivetextmessagemarketingplansavailabletosmallbusinessowners,somestartingaslowas$10amonth.Youwanttobecarefultoprovidevaluetoyourcustomerswhenyoutextthem.Aseasilyastheyopted‐in,consumerscanopt‐outbytextingSTOPiftheyfeelyourtextmessagearespam.
Textmessagemarketingisanincrediblemarketingopportunityforsmallbusinesses.Ifyoucantype,youcansendatextmessage.
Themobileindustry,asawhole,isnotunderstoodbymanyandisinaconstantstateofchange.Consideringthemultitudeofmarketingtoolsavailableinmobile,
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asabusinessowner,youneedtoseriouslyconsiderusingexpertsinthemobilemarketingfieldtomakethebestuseofyourmarketingdollarsandtime.
Don’twaittillit’stoolate!GoMobileNow!
BondSocialMediaAgencyishappytomeetwithyoutodiscussyourmobileinternet,socialmediaandvideomarketingneeds.
Youcanreachusat(360)597‐8283orviaemailat:[email protected]
BondSocialMediaAgencyLLC
Portland,OR|Vancouver,WA|Olympia,WA
www.BondSocialMedia.com/mobilemarketing