Mobile mania – what’s your strategy for reaching customers?

July 26, 2011

Look around the table at any business meeting – odds are that most in the room are using a smartphone. In fact, the Pew Internet Project recently reported that more Americans own smartphones than hold a bachelor’s degree. Further, by 2014, more people will be accessing the Internet via mobile devices than desktop computers, according to Morgan Stanley.

Since the reality is that your customers are making decisions using mobile devices, does your communications strategy include mobile marketing efforts?

Here are some things to consider regarding how mobile marketing can impact day-to-day customer interactions.

Website

If your analytics demonstrate that a significant amount of traffic to your website originates from mobile phones, then it’s imperative your website is optimized for mobile browsing either by revising your current site or creating a mobile version. If your website isn’t mobile-friendly, you can miss out on potential inquiries and even purchases.

Packaging

Save on printing costs by linking instructions for product usage to a QR code on your product packaging. (A QR Code is a two-dimensional barcode with a website address, text or other information encoded on it. It can be read by a QR code scanner, including QR scanner smartphone apps.) Customers will appreciate a how-to-use video on YouTube or an infographic on your website.

Sales meetings

Lugging heavy laptops to sales calls is becoming a thing of the past. iPads and other tablets allow for sharing of digital brochures, charts and online catalog browsing in real time. Customized apps on the iPhone and Android networks, both for internal or customer usage, make it easy to share specialized knowledge and to ensure that your brand message is consistent from salesperson to salesperson.

Trade shows

Instead of passing out brochures and whitepapers at your booth, allow attendees to receive information via bluetooth or share materials by asking visitors to text you their email address. Employ promotions using foursquare and reward attendees for stopping by your booth and checking in on the social network. Also consider sending attendees updates about panel discussions and giveaways at the show via text message alerts.

Advertising

Create a meaningful call to action by making it easy for customers browsing a magazine or display to connect with your company instantaneously. Text message opt-ins allow customers to sign up for more information, deals or a contest. Also consider Google’s keywords for mobile browsing as an addendum to your desktop SEO program.

Just like social media, mobile marketing should be viewed as one of many communications channels in an integrated communications strategy to interact with your customers. Take advantage of mobile marketing’s opportunity to offer customers access to your brand at any time, wherever they are.

For more information, contact Christina Klenotic at 216-241-4636 or cklenotic@dix-eaton.com.

For more on the latest developments in digital communications, see Christina's blog, Beyond Social.

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