(Post 10 of 12)
Will my business benefit from a complementary mobile channel?
Mobile Marketing will help you to drive footfall, it will offer customer interaction, it will certainly offer voucher redemption opportunities which in turn can increase brand loyalty and significantly improve your consumer marketing and acquisition metrics.
However, although mobile channels provide the vehicle to reach consumers, your marketing content is king. Remember your reasons for investing – grow sales, reduce churn, increase spend, reduce costs. It’s not just about the technology, it’s how effectively you can interact with your audience. The best solutions are invariably represented by multi – channel solutions.
For example, I recently managed a content – driven campaign that was delivered by email due to the amount of copy required in the message. When supported by text message at a later point in the day to drive virtual footfall back to the email, the response rate doubled and our client enjoyed a 52% response to the campaign.
What is my mobile marketing plan?
So you understand your business strategy, objectives, challenges and goals and perhaps even how mobile marketing can help you deliver these today. But what about tomorrow, next year and in three years?
Mobile Marketing is consumer driven, with its endless and relentless appetite for content relevant to the individual at a time to suit, the challenge is to adapt and develop with your customers demands.
An effective mobile marketing supplier will be able to offer you a mobile journey that initially accommodates your immediate requirements. They will provide guidance around client engagement, regulatory compliance, database creation and development, then have the product suite to take you through a development journey, in-line with your customers expectations – incorporating content management, voucher redemption and virtual loyalty programmes.
What kind of success can i expect?
Mobile Marketing lends itself well to a B2C environment given consumers demand and reward. Customer acquisition, retention, loyalty and cross sell are leading anchor propositions. It is easy to see how retail has a great deal to gain from a succesful mobile marketing strategy.
In order to understand the art of the possible, you really should engage a partner with a strong consultative model and a robust and proven technical product portfolio representing presence and communication solutions. If customer acquisition is a business objective then a partner with opt in database capabilities is a significant advantage.
If this series has captured your attention or sparked your interest in mobile marketing, then working with a trusted mobile partner should be your next step.
Talk to me today and let me see if I can help you achieve more from your mobile strategy.