“SMS is the means to an opted-in database where individual preferences can be learned and mobile messages can be personal and relevant,” said Jeff Hasen, chief marketing officer of Hipcricket, Kirkland, WA.
“Those benefits are especially important when your customer is affluent and accustomed to high-touch service,” he said.
When dealing with the luxury mobile market Mr. Hansen says that the Medium is the Message
As an expert in the SMS field, Mr. Hasen has compiled a list of 10 tips for luxury brands considering SMS messaging. Here they are:
Various companies use SMS messaging in their mobile market campaigns in different ways. Some use it to bring attention to their brand, others offer news and sales at local store locations to drive in-store purchase while others provides news and company information to a very often welcoming mobile market. BMW personalizes MMS messages to alert mobile market customers to buy snow tires during winter months. SMS messaging, as you can see, is used regularly by large, branded companies but is not limited to these companies alone.
A permission-based SMS program creates a dialogue with consumers, giving mobile subscribers the ability to ask for and receive exactly what they want,” Mr. Hasen said. This is an important distinction to be made between sms marketing and other forms of marketing to the mobile market where the consumer is inundated with unwanted ads, mail and email. Developing relationships with a welcoming, targeted mobile market can be the key to a successful campaign.
As you can see on the accompanying graph at some time in the very near future mobile market users will surpass desktop users. This paradigm shift is truly amazing considering the vast number of people using their desktop computers each and every day.
Mobile is contributing to the splintering, or multiple ways, in which your customers access the Internet and how they engage with your company. Ongoing measurement to show that you are on the right track is imperative.
Mobile adoption has quickly achieved a scale that brands cannot ignore. And it will just keep growing. According to WebTrends:
• Currently,four out of every 10 mobile customers in the U.S.use smartphones,according to a recent Interactive Advertising Bureau study released July 2011.
• Over 26 million people in the U.S.will be using tablets this year,growing to 82 million in just four years, according to Forrester Research, 2011.
• iTunes App Store now offers nearly 450,000 apps,which raced past 10billion downloads in January 2011
• Retailer eBay achieved more than $2.5 billion in sales through mobile in 2010 and expects to double that amount in 2011.
Keeping some of these statistics in mind, it is quite apparent that every company looking to stay ahead of their competition in the coming years needs to learn how to join, participate, take advantage of, maximize their position in the mobile market. This is no longer a whim but rather mandatory if businesses are going to compete with not only their larger competitors but more importantly, their neighbors. ‘Mobile Friendly’ companies have learned the lesson that they need to develop new and innovative marketing programs to keep in touch with the mobile market. For example, the mobile market savvy company should:
Like everything else both in the ‘real’ world as well as in the ‘digital’ world involves a comfort zone. Most businesses tend to rely upon what has ‘worked’ in the past rather than looking forward to the future. Taking a leap of financial faith is difficult in rough times but, although a tough pill to swallow, it is important to invest now in order to grow later on. There is no action without movement. If you’re not moving forward, you’re most likely falling backward. Taking advantage of the mobile market today, will pave a path to success for your business in the days to come.
Imagine the following:
Your sitting in your car and all of a sudden you have an urge for a great slice of pizza. You can taste it, feel it and you need it. You take out your cell phone, open the browser and type “pizza’ in Google; hoping to find a pizza joint nearby.
Well, you’re in luck, or are you? When you click on the first selection in Google you’re taken to a ‘desktop’ designed website. The buttons are so small you can barely see them. The page is so wide, most of the tasty pizza selections are out of sight. And forget how long it took to load….so you close that page and click on the back button and open the next selection. Mobile websites would have solved this problem and had the new customer on their way but wait….
This time the mobile websites were smartly designed for the ‘mobile’ user. The buttons are huge making it easy to navigate, the images fill just the smart phone screen making it much easier to see the great looking slice of pizza. The website itself is designed to just fit the size of the mobile phone screen making scrolling right and left unnecessary. One of the buttons says ‘Directions’ so you click on it and are presented with a perfectly designed map for the phone. You can see that the pizza place is just a couple of blocks away.
It’s kind of late so you click on the phone number are immediately are put in touch with the restaurant and you’re in luck…they’re open.
The pizza was great and the restaurant turned out to be exactly what you wanted. They were lucky that their mobile websites was designed specifically to be ‘mobile-friendly’ like mobile websites need to be in order to attract mobile customers ‘when they want and where they are’!
What’s even better was that as you were leaving the owner asked you if you wanted to join their “pizza of the month” club to get discounts, coupons and freebies. All you had to do was Type: JoesPizza To:72727 on your smartphone (this is only an example and will not really work….) and they would send these specials right to your cell phone when they occur. And you don’t even need to use a scissor to cut out the coupon, it’s right there on your phone when you need it.
All in all a pretty good experience all thanks to Mobile Websites. Mobile websites are designed to be faster to load, easier to navigate and more comfortable to view on a mobile phone. Additionally, mobile websites are fit on the smart phone screen avoiding the need to scroll right and left and zooming in order to read text or use buttons.
A mobile market demands that companies interested in their business have a mobile website. It’s just that simple.
Websites designed for the ‘desktop’ are just not designed for use for the mobile market. Mobile websites are faster, load more quickly and have buttons that are large enough to use on a mobile phone. Additionally, due to the small size of the screen on a mobile phone, the content created for a mobile website is designed to fit on the screen eliminating the horizontal scrolling and the need for zooming in and out.
Finally, the mobile market has a need for certain, definitive information. Just think about what you want when you start surfing on your mobile phone and you’ll quickly realize that, for the most part, it’s very simple and basic information such as phone numbers, directions, video, restaurant menus and the like.
If there is one thing that a business owner needs to understand, and understand NOW, is that if you want to attract and keep the mobile market returning, you need to cater to their needs by creating a mobile website. Traditional websites just don’t provide that kind of functionality and will result in the mobile customer leaving and leaving in seconds. Where will they go….likely to your competitor!