There’s a marketing platform your customer carries around with them constantly (in fact for many of them, it rarely leaves their hands) – and most businesses aren’t making use of it. Marketing via mobile device is becoming an excellent way for businesses to align their message with their customer.
It would be difficult to place your message closer to your audience than you can through mobile marketing. As Greg Stuart, CEO of the Mobile Marketing Association (MMA) told Forbes, “There is no other device that is as personal (everybody has their own phone), as pervasive (is with you all of the time), and provides the opportunity for proximity. As marketers seek to understand – and leverage – a consumer’s path to purchase, mobile devices have the potential to be a tremendous enabler.” He goes on to envision, "The power (in the future) to determine that a target consumer is driving in the proximity of your restaurant and then feed them an immediate message or coupon is unprecedented."
In the United States, 159.8 million people have smartphones or 66.8% penetration. As your customers spend growing amounts of time on these devices, reaching them becomes a key part of any well-rounded marketing program. The 2014 xAd/Telmetrics Mobile Path-to-Purchase Study shows that 42% of shoppers say mobile is the most important media for their decision.
Today, mobile marketing can be a smart investment for small business. Costs for many mobile channels are still reasonable and your company may be viewed as more sophisticated for utilizing new technology.
A study issued by the MMA and Neustar, Inc. revealed that 85% of marketers believe mobile is a gateway to new markets and audiences and 40% percent said that mobile is a top priority for their brand and core to their overall marketing strategy. An additional 34% activated a strategic vision for mobile and continue to test new tactics in order to gain experience with the channel.
What does a mobile marketing program look like? The MMA and Neustar study found that marketers are employing mobile advertising with “familiar or mainstream tactics such as mobile apps (65 percent). Social media (60 percent), video (57 percent) and search (56 percent).” Additionally having a mobile friendly website and utilizing mobile advertising, such as text messages, are important to the mix.
With unlimited options and a low cost barrier, mobile is the future of marketing. When your client is walking around with a marketing opportunity in their pocket – it’s one you – and they – can’t ignore.
David S. Buddingh is founder and partner in Buddingh & Associates, Inc., an award-winning strategic marketing consulting firm in Naperville, IL. Contact him at (630) 961-4504 or visit www.BuddinghAssociates.com.