In the past we have talked about mobile marketing and customer engagement, and today we take a look at some of the trends in mobile marketing and how they can affect your business.
Mobile marketing’s ultimate goal is to increase sales, brand awareness, and loyalty by offering discounts, special promotions, and more. It is seen as fertile ground for engaging customers and influencing decisions in real time.
We start with a broad definition of mobile marketing: Using interactive wireless media to provide customers with time and location sensitive, personalized information that promotes goods, services and ideas, thereby generating value for all stakeholders.
Who cares about mobile marketing?
As you may have expected, businesses are ramping up their mobile marketing efforts and creating campaigns, programs, and more.
The industry of mobile marketing, although relatively new, has been experiencing amazing growth, with businesses investing $6.7 billion in 2012. In another two years, that figure is expected to approach $20 billion.
All this spending on mobile marketing has and will continue to create a large sales impact for those businesses, with businesses experiencing greater ROI as mobile marketing becomes more popular and campaigns become more creative.
But it’s not just businesses that care about mobile marketing; Gemalto recently released a study and infographic revealing that 80% of consumers are concerned about mobile marketing as well, and there are some hints to getting your program started.
What do consumers care about?
Starting and running a mobile marketing campaign can be a daunting task, and it’s important to stay vigilant in terms of understanding customers and their preferences.
Their main concern? Privacy. Nearly unanimously, it was found that consumers are annoyed when they receive a text message from a business without their permission.
Furthermore, text messages are not always well-received by customers. About 75% of consumers agreed that text messages did not match their needs, were hard to understand, or were hard to opt-out of.
However, the Gemalto study also reveals that nearly 50% of consumers show some interest when they are contacted via mobile marketing efforts. The most popular campaigns offered immediate sales discounts, gifts from the brand, and special loyalty programs.
With text messaging, there is a fine line between being invasive and informative or helpful. Creating trust is an integral part of the process, and in many cases, only after a consumer trusts a brand will they be open to their messaging and promotions.
But mobile marketing isn’t just text messaging
Mobile marketing can take different forms, and although some view it merely as text messaging customers or potential customers, it can be much more.
A study for the Mobile Marketing Association recently categorized mobile marketing efforts into these 7 main sections:
1) Mobile Voice
2) SMS/MMS (messaging)
3) Mobile Email
4) Mobile Web,
5) Mobile Apps
6) Proximity (Bluetooth ,NFC, RFID)
7) Recognition (primarily QR codes, audio & image scanning, etc.)
We would like to highlight the last bullet point, QR codes and other scanning technologies, because of the large potential impact they can have, especially concerning customer engagement.
Scanning technologies such as QR codes are perfect for delivering information or promotion when consumers want it. QR codes allow consumers to control when they receive messages from businesses, because they use their own smart phone to access the information and thus are always in the driver’s seat. The consumer will never get a message they don’t want, because they must first scan the code themselves in order to receive the message.
2D codes such as QR codes are versatile and can be placed on products, advertisements, and more. And as other scanning technologies progress, it is highly likely that soon many products will be interactive in terms of accessing promotions or additional information.