The beautiful thing about mobile marketing is you have the ability to interact with your customer. You are not just trying to grab their attention, or attempting to blast through the media cluttered landscape, you can actually engage with them by their choice.
One of the keys to your interaction is getting the right mix of information to your customers in the palm of their hands. Mobile marketing must be dynamic and worthwhile as you are communicating with consumers on the most personal of advertising mediums.
Once the customer is engaged with your mobile marketing message, the content of your message is likely to be read immediately. Your call to action is also likely to succeed or fail immediately based on the usefulness of the information you are sending them.
Like any other marketing campaign, serious thought and strategy must go into the design and development of your campaign to determine the right tools for the job.
The best time to interact with someone on their mobile device is when they have “dwell” time. This is otherwise not useful time and your interaction with them can provide for a long-lasting positive experience. Examples of dwell time include: Standing in a line, taking a break, them having a snack, or other times where they would just generally be bored.
Your campaign must be planned to achieve the results you are looking for, and makes the most of your customer’s connection with your brand. One of the best features of mobile proximity marketing is a permission based marketing that is a combination push / pull interaction with the consumer.
If your content truly engages or entertains your customer, they will seek out locations to download the content, or “pull” it from you. If your content is good enough, this type of marketing actually allows for customers to forget you are marketing to them and allows them to truly enjoy the value they receive.
However, in order to be successful there must be a push element as well. However, do not push unwanted or “spam” based content to them. No one wants ads delivered to them when they are not interested. A positive push campaign starts with awareness. Consumers who are unaware of what you offer must be informed through the use of prominent stationary media or interactive Brand Ambassadors. Once the consumer is aware there is content available to be downloaded for free, they are asked if they would like to receive content on their mobile phones. If they say yes, they have opted in and the content is pushed to their mobile phones and the brand experience can truly begin.
Best of luck!
Dave Burnett
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