Mobile E-Marketing by Joyce Kuras
Once considered a luxury, (hey I am dating myself), cell phones are now falling out of everyone’s pockets, including kids. Having a cell phone is like having a watch; you can’t leave home without it. How exciting it once was to receive a call outside the home! You felt important, privileged, and singled out from the crowd.
In 2010, from Nextel to Blackberry to IPhone to Android, the transformation of that little cell phone, coupled with the latest state of the art technology, has overwhelmed and excited even us die hard techies.
Nope, it’s not just for texting and taking pictures anymore. Cell phones are being used to help people in developing nations, bringing global awareness of their needs, raising their living standards, along with diagnosing their problems!
Mobility and literacy
“A variety of other applications for cell phones in remote areas are also being developed, including some aimed at improving coordination in areas where transportation both for people and goods is often unpredictable. One such system, called Transport Link, also developed in NextLab, is a way for people who rely on infrequent bus service to get timely updates on when the next bus will come through their area or to arrange informal transportation with others in the area who have private vehicles.”
Predictions for 2013
“Yet, personal mobile devices with Internet connectivity encompass a broad array of devices and with a wide range of functionality that continues to evolve and expand rapidly. To put this in perspective, the number of mobile devices accessing the Internet is projected to reach 1 billion by 2013 based on research by IDC. Say “mobile” to most marketers and they think cell phone, maybe SMS (define).”
Mobile E-Marketing Strategies
From an e-marketing perspective, this leads to increased complexity and expense. In order to integrate a mobile strategy to take advantage of this evolving market, here are some basic suggestions:
Conform your e-Marketing Campaigns for mobile surfers. Make sure your mobile campaign can be easily read on a mobile smartphone. Most mobile shoppers are looking for high priority items, quickly scanning the surface in between meetings and travel. They want to find what they need quickly. As with any email marketing campaign, use brand name they will recognize, with a visible call to action. Don’t forget to include your phone number, e-mail address, or Web site on the bottom.
Mobile Demographics
Before starting a mobile-oriented marketing program, gather your demographics. Survey your customers and prospects, finding out which devices they use and what type of mobile content they’d like to receive from you. Don’t forget to find out what your competitors are creating and sending.
Create a Mobile Website
“Think of where customers are when they access your information and include critical information like phone number, store hours, location and/or directions,” recommends Microsoft Mobile Solutions Specialist Steve Siegel.
Register and Index your Mobile Site on:
* Yahoo.mobi
* msn.mobi
* Google Mobile
* aol.mobi
* 4info.mobi
Based on Nielsen tracking, mobile search grew 102% in 2009. Remember you can’t be found if you aren’t there.
Mobile Metrics
* Count the number of impressions from mobile Web sites.
* Track your mobile marketing advertising results.
* Monitor social media stats related to mobile communications.
As the variety and power of mobile devices continue to grow, marketing strategies need to evolve as well. Remember, whether or not you have a mobile strategy, your prospects and customers are already receiving your competitor’s marketing messages via these devices. Don’t be left behind. Your ROI is depending on it.
About the Author
email marketing writer – Activetrail.com
Net & Mobile Direct Marketing Fair, Tokyo, 2010
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