Mobile marketing is a huge potential source of traffic, customers and profit for your business, but as yet fairly untapped. Yet, over the next three years, it is predicted that more than half current internet users will be accessing the web via mobiles and other handheld devices.
Mobile marketing offers a very personal kind of interactivity for relationship building with your prospects. It’s not just about bombarding folk with text SMS marketing messages. Mobile friendly web sites and mobile applications mean marketers can reach a much greater target audience.
The statistics are pretty convincing and competition in the mobile direct marketing arena is still comparatively low.
Growth in mobile customers
World wide there are 4 billion people with mobile phones. In fact, there are almost five times more cell phone owners than laptops and computer owners, especially home internet ready.
Gartner, the IT research company, predicts that over the next three years over half current internet users will be accessing the web via mobiles and other handheld devices.
“There are clear opportunities for mobile transactions to grow as users, in this and previous surveys, indicate that they want to be able to use their mobiles to buy more goods, such as books, music, travel services, household utilities and electronic appliances,” says BuzzCity CEO, KF Lai.
It’s a very global trend. BuzzCity’s recent survey questioned 1,798 mobile users across the Americas, Asia, Africa, Western Europe and the Middle East and showed that 90% had directly purchased products or services via their mobile.
The trend towards mobile marketing
It’s no surprise really that the fastest growing marketing technologies and emerging channels are mobile, rich media and social media. You only have to do a search on some of the popular keywords for the internet marketing and online home business industry to see how these methods are all being adopted with enthusiasm by marketers.
Unica just released its “The State of Marketing 2010″ results from the latest Global Survey of Marketers and there are some astounding findings.
The survey reported that “Nearly half of marketers surveyed have already embraced social media marketing, and adoption is healthy across most social media outlets, such as blogs, Facebook, and Twitter. However, marketers need to think more about integrating social media with other marketing tactics.”
Despite the rapid increases in the potential audience, “mobile marketing” is a relatively new practice. The term describes marketing on or with a mobile device, such as a cell phone using WAP or text messaging to communicate between the business and the customer.
Mobile marketing is increasing in significance with over 30% of marketers surveyed already using some form or other of mobile marketing and many sources of information (magazines, and services available to support them.
Nevertheless, mobile advertising has grown over the past 1-2 years (almost 100% in the UK), despite the economic recession. The total is pretty small compared to advertising on the internet, which last year was higher than that spent on TV.
However, the Mobile Marketing Association suggests the growth in mobile marketing is likely to accelerate as handsets equipped with new technology, including mobile broadband, become ubiquitous and consumer behaviour changes.
The response from marketing vendors isn’t far behind. For instance, 84444.com recently launched its Do-it-Yourself mobile marketing campaigns that can be run from the convenience of a desktop computer. YouTube is making huge changes to its mobile web presence and has now begun incorporating adverts throughout its mobile site.
How to tap into the mobile market
Anyone in business should always be looking for new ways to reach out and touch their customers and build attention from new prospects. And mobile marketing may just be the golden ticket.
Your mobile user is permanently switched-on, impulsive and ready to interact at the drop of a hat. Who wouldn’t want to tap into mobile marketing? It’s the ultimate direct response tool.
Mobile marketing, you could argue, is perhaps a rather more captive audience. When someone has their phone in their hand and downloads a page, they are much engaged than on a desktop based website. It’s a much more powerful direct response tool than the internet.
Conversions from mobiles compared to web or email marketing are five times higher. And, obviously competition is much lower because nobody really knows about this yet.
So what changes do you need to make in your business to attract mobile clients?
Well, first you should make sure your website is mobile friendly, especially if you are sending text SMS messages with active web links to your mobile contacts. There’s a tonne of reasons why this is important, but mostly because mobile is an instant and impulsive kind of medium, so you want the recipient to be able to follow the link and get to a useful page and quickly.
Consider that subscriber on your email list may well be reading their messages on their phone. So you want to keep your main message and link ‘above the fold’ to use a newspaper term. To clarify: when you’re accessing emails from a mobile, sometimes the longer ones will get truncated so put your link early on and remember the rules of compelling headlines.
But also, as with the SMS, your mobile user should be able to click your call to action link in the email and bring up the page right there and then from their phone’s web browser. The chances they will visit your website when they get back to their PC are far lower.
Google is actively hunting for decent mobile enabled sites to feature in its search results, since this is a huge source of revenue for them if their users are happy. There’s not enough mobile sites out there. So learn how to create a Google-friendly mobile version of your site and you could rank higher than for your regular desktop site.
There’s a whole spectrum of solutions for making your webpage mobile friendly. These range from the simple and cheap like adding a bit of code you add to your WordPress blog to a more complex and expensive decision to create a complete and total mobile website.
Getting your site indexed by Google on the mobile search engine?
Google have mobile site maps distinct from the usual site maps. Check out their webmaster tools for help on that. And get yourself listed in the Google local business listings. Google has a way you can build a mobile landing page within that tool. It works best for brick and mortar businesses, but it’s all good web presence.
Google knows that people search differently on their mobiles than they do on their desktop. They actually have a specific mobile keyword research tool. Not a bad idea, then, to clue up the whole different algorithms search engines are using for mobile searching.
Another thing to remember to keep your mobile text ads short, mirroring the style of social networking conversations. Opera (one of the mobile browsers) statistics show that 41% of people accessing the mobile web are going to social network sites, so MySpace, Facebook, twitter. These are intertwined and meshed together as a tool, so these ads need to work together.
Automating the SMS text marketing process
You want to add a mobile phone field to your web page capture form if you currently capture your visitors’ names and email addresses. With a list of numbers, you can unleash your mobile direct marketing power by sending automated, scheduled SMS or text messages to your subscribers.
Internet marketers have known for years the money is in the relationship with your email list. As mobile marketing gets unleashed, it’s likely your phone list will become the gold standard.
SMS has an astounding 97% open rate – and usually within the first 5 minutes of receiving the message. That’s powerful to marketers! If the “autotexter” replaces the autoresponder, do you have a business strategy for that dramatic change?
Early adopters ALWAYS make the most money. So go check out mobile marketing and see what a difference it can make in your business.
Pro Marketing Consultant
Jay Allyson is Home Business Owner, Internet Marketing Coach. She Teaches People To Make $250k in 12 Months. Family Strategy. Helping Others Achieve Time Freedom & Dream Lifestyle.
Pro Marketing Education Systems for the Serious Online Entrepreneur. Stay ahead of the mobile marketing and internet marketing game!
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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!
Browsing the internet on your handheld mobile device is most likely something you have already done. From March of 2009 to March of 2010 the amount of mobile web-browsing has more than doubled and is predicted to continue at an even greater rate. (egov 2010) Some of the factors include Smart-phones literally being given away by the carriers in an effort to renew more plans and steal business from competitors. At the current rate of growth, more people will own a smart-phone in 2013 and be capable of browsing the web than not.
What does this mean for your business?
The most recent data shows that a business that invests today in a mobile website that provides the same type of easy to use and complete transactions features of your current site, that you will recoup your investment within a year. Because of the rapid growth of the mobile web, it is easy to see why 89% of major brands are either already have or are building out their mobile web presence.
Why build Mobile Website?
Load Quickly – A website designed for mobile should load in about 4 seconds, while a desktop site can take much longer on a mobile phone because of connection speeds.
Get Information NOW – Your consumers are often on the go, and need to easily and quickly be able to access the right information.
Easy mCommerce – We build the site with the transaction at the forefront and make it easy. If you desire purchases – big checkout buttons, information – easy form fill-out. Whatever your goals, we help make the navigation and checkout process easy so that the ROI is measurable.
Easy Navigation – Our team creates your site with big easy to push buttons, so all of your fat fingered patrons do not get frustrated and leave your site. This is a very important component of any mobile site, and the less drop-offs = more conversions.
Easy Forms – Forms need to be large and clickable just like the navigation buttons.
No FLASH – With the iPhone market dominating search, your site cannot have flash. Our team can write in HTML5 if necessary to accomplish the look you need, but still maintain the sexiness necessary to promote your brand.
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