Today, waiting in line for a new driver’s license is no longer the huge pain it once was – I just grab my phone and am instantly connected to endless entertainment. (Well, at least until the battery runs out!) My mobile device literally saves me from complete boredom during the long wait.
Like me, the rest of the world is spending more time on mobile devices than ever before. As the
Microsoft Tag Infographic shows, we are well on our way to a point where mobile will be the primary digital means for information. So what does this mean for companies and organizations today? If you want to be on your customers’ radars, then you need to actively market to them in the mobile space.
However, mobile marketing isn’t simply your current marketing campaign – done on a phone. It’s a lot more complex than that, and many companies and organizations falter by taking a “build it and they will come” approach. These companies adopt mobile marketing merely because they want to do it before their competitors or because it’s trendy, rather than choosing a strategy that supports ongoing customer relationships.
Asking yourself the following questions can help guide your business towards developing a successful mobile engagement strategy:
• Who is your audience?
• What is your goal with mobile marketing?
• What outcome do you expect?
A good example is Diesel’s
I Like Diesel campaign. Based on people’s love for sharing what they do, what they are thinking and what they like (after all, the Facebook “Like” button is clicked three billion times a day!!) the company used
QR codes to give customers any easy way to show off their favorite Diesel products. Customers scan the code with their mobile phone and share it on their wall by clicking “Like.” Customers who “liked” a product got a discount on it, which seems like a fair exchange for advertising the item to all of their Facebook friends.
Mobile has created a new realm with its own rules. Customers expect value, real-time information and personalization. As such, any mobile outreach efforts should, at a minimum, address these expectations.