Among the various marketing trends and strategies that are predicted to become more prevalent in the coming year, two are consistently mentioned: the integration of mobile in the marketing mix (SMS) and a wider use of QR codes. If you don’t embrace mobile marketing, you’ll be writing off a large segment of the population and you might just fall behind your competition.
According to an online study conducted by the Association of National Advertisers (ANA) and the Mobile Marketing Association (MMA) in September-October 2010, the vast majority of brand marketers (a whopping 88%) indicated their intent to engage their target audiences using various mobile channels and platforms in 2011. 75% plan to increase their spending on mobile marketing initiatives by an average of 59%.
Similar to email marketing, mobile text marketing requires mobile device users to subscribe by texting keywords to a certain address or using an online form. It doesn’t get much better than this—these users are signing up for your program because they’re interested in what you have to offer!
How to Use Mobile Marketing:
SMS Text and Short Codes. Mobile Text Marketing allows marketers to reach their audience with Short Message Service (SMS) technology to any mobile device platform, anywhere, and offer them timely promotions. It is a technology that enables the sending and receiving of short text messages from mobile phones to an abbreviated phone number known as a short code. Consumers may use SMS texting to provide feedback, access a mobile-friendly landing page, receive promotional offers, redeem customer loyalty rewards, etc. More advanced campaigns present consumers with a coupon on their mobile phone which can be scanned during checkout at store locations. In addition to capturing mobile phone numbers and other data, marketers benefit through real-time response. Recipients can take advantage of text updates and mobile coupons sent immediately to their handheld devices in addition to email.
Quick Response (QR) Codes. With many smart phones you are able to scan in what is called a Quick Response (QR) code – a unique square barcode (or two-dimensional code) that can store large amounts of valuable lead data and generate ROI metrics in real time. When scanned, QR codes allow consumers to immediately access coupons, landing pages, product information or other data directly from their mobile devices. Marketers can use QR codes to display product information, special offers, print ads, and coupons in just a matter of seconds. These interactive and trackable codes can also be used for event ticketing, trade shows, conferences, contests, direct mail campaigns, websites, email marketing, or other marketing follow-up communications.
Too many marketers ignore the potential for integrating mobile and email strategies. Yet these two channels are a natural fit since both complement each other nicely. In today’s multichannel environment, where people are multi-tasking, having multiple conversations, using multiple communication tools, you can extend the reach of your online and email marketing efforts by synchronizing multiple messaging channels. Continue to maximize the power of email—as well as emerging channels such as mobile—and facilitate a two-way dialogue that begins in one channel and morphs into another.
Learn more about Net Atlantic Mobile Text Marketing here.
Coming in April: Please stay tuned for our Mobile Marketing White Paper: “Marketing Is Mobile: Be Accessible”.