This time of year many companies look ahead and review their strategy for the next 12 months. But is your current marketing strategy working? Is it ‘future fit’? Will you need to adapt it to fit in with the rapid rate of change in the business environment? We’re talking to our marketing manager Hannah Potts, and looking at how to develop a marketing strategy fit for the future – primarily at how mobile will have a massive part to play in marketing and how to use it effectively.
Benefits of mobile marketing
“One of the key benefits of mobile marketing – and digital marketing generally -” says our marketing manager Hannah, “is our ability to see what’s working and what isn’t and adapt our techniques/tactics accordingly while the campaign is happening.”
But, warns Hannah, like any marketing medium, mobile has key elements which determine its effectiveness. Keep the following in mind when crafting your mobile strategy:
- Permission: Don’t intrude on people. Instead, invite consumers to engage with your brand so that they’re sure you respect their privacy – and that you won’t spam them.
- Relevance: With mobile, you can deliver relevant, instant content in response to customer needs at precise moments. So capture their attention at first glance otherwise there is a lost opportunity.
- Location: Mobile enables massive reach based on a person’s location. So you can deliver tailored messages and content based on their location.
- Convenience: Mobile is accessible, keeps things simple and direct, and provides immediate solutions to consumers so that you can meet them at whatever stage of the buying cycle they’re in.
Setting objectives for mobile marketing
What’s the best way of meeting the needs/solving the problems of your customers? “Before you create a strategy, you need to set objectives to act as yardsticks upon which to measure success” advises Hannah. Think about these objectives – do you want to:
- Increase sales?
- Add value to your product/service?
- Develop customer relationships?
- Increase awareness?
What makes an effective mobile marketing strategy?
“Your strategy should focus on working out how to use mobile to deliver the solution to your customers’ needs at the exact moment that they need it”, explains Hannah. So you need to consider the following:
The right message
“Your customers need to feel that they are getting something that others aren’t when you approach them with an SMS. There needs to be a clear benefit that fulfils their need/solves their problem. And don’t forget the timing – ask yourself if you would be interested in receiving and taking action on the SMS yourself? If the answer is yes, you’re very likely to enjoy a great response rate! Also give clear instructions for customers to opt-out from future communications such as replying ‘STOP’”
The right call-to-action(CTA)
“Always add a call-to-action. You can use SMS keywords to have people reply to the message such as ‘Call’, ‘Click’, ‘See’, ‘Reply’, ‘Enter’ – or you can guide them to your social media sites, or a mobile optimised site”
The right measures of success (KPIs)
“Your call-to-action should also be measurable. Use trackable metrics such as: delivery rates and opt-out ratios, which can be measured through your SMS sending service – and if the CTA links to Facebook for example, then click-throughs and ‘likes’ are measured through Facebook, too”
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