Proximity Marketing - Make sure you add value!

Mobile marketing as a tool requires a totally new way of thinking. The old “mass media” approaches of 40 years ago will not work in today’s environment.

There are several keys to today’s mobile market. The first and foremost is to figure out what the target market is interested in, and give it to them. There is almost no reason why the old model of “produce, market, and hope to sell” should still be around. In today’s environment, especially in the digital world, you can measure traffic, develop products / services to service that traffic, and measure results almost instantly in test market scenarios. Think about the old saying “You can’t sell a freezer to an Eskimo”. The product just isn’t ideal for them and no matter how good your freezer is, they won’t want it. The same thing goes for mobile marketing. If you develop content that is not suited to the target market and your brand, your effort will fail. Offer them something they already want. It is easy to deliver something to people when they already want it.

The amazing thing about Proximity Marketing is it only works if your customers have given permission for your message to be delivered to them. People are too busy and overwhelmed by all the other marketing messages blasted at them daily. Bear in mind you are asking people to add more marketing into their life when you connect with them, so make sure whatever you deliver is compelling and interactive.

People will only interact with Proximity Marketing if they feel it is adding value. They will not interact if they think you are just going to push something they do not wish to receive. The most successful applications have utilized coupons, movie trailers, and other call-to-action techniques. You could offer a free movie, a free appetizer, or free parking. By offering something the customer wants, you can entice them to download your content onto their most personal device: their mobile phone.

Thing very carefully about what your customer’s compelling reason for the interaction is. What do they want that you can provide? Obviously there is your base product / service, but do not miss the chance to turn each and every interaction into a viral marketing campaign that can drive sales through the roof. However, do not do something sexy for the sake of being sexy. Always bear in mind your goals, your brand, and your message. Communicating on the phone is sexy enough, keep your marketing fundamentals in mind.

Best of luck!

Dave Burnett