Placement of a marketing message is as important as the message itself. Businesses now have a way to literally put their message in the palm of their clients hand through mobile marketing. Mobile marketing encompasses several tools including SMS (short message service), MMS (multimedia message service) and mobile websites. With the growing popularity and usage of mobile devices, mobile marketing is a channel that should be considered for your marketing mix.
SMS and MMS are inexpensive marketing tools that enable cell phones to receive text messages, images, sound clips and videos. This tactic can work well because messages are direct and noticeable as your customer is often notified of a new message on their phone in a obvious way. Gathering your customers' cell phone numbers for marketing purposes may be more difficult then gathering their email addresses as people view their phone numbers as more personal than their email addresses. This type of mobile marketing seems to be most successful when offers include discounts and coupons.
According to a study by Pew Research Center, one-third of American adults (35%) own a smartphone of some kind as of May 2011 and of those, 84% use their phone to access the internet. With the number of people browsing the web with their mobile devices growing quickly, it is important to have a mobile friendly website. Generally, a website designed for the desk-top computer will render well on iPads and similar devices, but will need to be resized by the user on smaller devices such as a smartphone. The screen on a smartphone is so much smaller it can make viewing your site difficult as customers may have to scroll around to find information.
Businesses should consider customizing their website for smartphones with a mobile website. A mobile website is a version of your regular website that a person is sent to when accessing your site from a mobile device. A mobile version of your website should be a much simpler design then your regular website for ease of use and for faster page-load times. To make the user's experience on your mobile site quick and straightforward, consider adding "click to call" and "click for map" buttons.
With the technology available now to put your message and information in the palm of your customers' hands, it is important that your business create a mobile marketing presence right for your audience.
If you would like more information on mobile marketing and mobile websites, please contact us at www.BuddinghAssociates.com.