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Intro To Mobile Marketing


Mobile marketing is positioned to be the dominant advertising trend of 2012. Currently, there are over 5.9 billion mobile phone subscribers who sent out over 8 trillion texts in 2011. When you consider that there are more than 26.9 million smartphone subscribers and even more people surfing websites on their iPods and iPads, you can see that this niche is too big to ignore.   

 

Benefits of Mobile Marketing

The best aspect of mobile marketing is that you can get a campaign up and running in minutes for real-time promotions. Say your retail sales are a little slow on Tuesday afternoon. You can whip up a quick mobile buy-one-get-one-free coupon for “today only” and watch store traffic soar. You also have the opportunity to contact people while they’re already out and about, when they are most likely to stop into your store. You can, for instance, geo-target people who are within a 5-mile radius of your store with a tailored deal to get them into your store when you want them there. It should also be noted that mobile campaign response rates range from 4 to 25 percent on average, but some response rates have surpassed 43 percent!

 

Mobile Marketing Limitations

Mobile websites and campaigns can be tricky because there are no standards for screen sizes or operating systems, and the screens are smaller so they can’t produce as much detail. You will also need to create a mobile opt-in list before you can begin promoting via mobile devices. Before you can get your mobile campaign off the ground, you will also need to find a service provider with the software architecture to create and send messages to your mobile database. Marketing companies usually charge monthly fees to use their software, plus another fee based on how many messages you’re sending out.   

 

How Businesses Are Using Mobile Marketing

Your company can create mobile websites to improve the readability of your company page for people using iPads or smartphones to surf the web. You can create downloadable apps to drive engagement and give people easy access to get information or buy from you. Mobile messaging and mobile video will keep your brand in the minds of consumers, drive engagement, issue updates, and promote any contests, sales or events you have going on. In addition to promoting with mobile websites or text messages, businesses are also using QR Codes that can be emblazoned on anything – flyers, billboards, postcards, lawn signs or magazine ads and scanned with smartphones to link to websites, videos, call-to-action pages, games or other promotional media.    

 

Mobile Marketing Analytics

One of the great things about mobile marketing is that you can track the effectiveness of your campaigns and make quick adjustments in real time. You can look at click-through-rate, impressions, conversion rates, download counts and the number of forwards, for instance. For your mobile website, you can use the Ginzametrics SEO software to track the pathway mobile users take to get to your site and what they’re doing once they get there.    

 

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Related Articles:
mobiThinking: Global Mobile Statistics 2012
Technocrati: Local Mobile Marketing – 6 Tips For Small Business


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