No matter who your audience is or where on the globe they are, they’re mobile. From on the go business people to stay at home moms, smartphones and tablets are the primary way that people consume their media and news. On long flights or standing in line at the grocery store, consumers are accessing more internet content via mobile than any desktop and have been for years. That’s why it’s important to focus your efforts on creating the best mobile marketing assets that you can and utilizing mobile technology to increase your marketing engagement. No matter if your brand is B2B or B2C, you can leverage mobile technology to make your marketing work better and reach a broader audience.
How to leverage mobile technology in marketing
Here are some ways to harness the power of mobile marketing technology and make it work better for you and your business.
1. Don’t forget the basics
Before you start investigating the latest technologies, assess what you’re already doing. Are your landing pages optimized for mobile? What about your emails? It’s likely that someone will interact with your brand for the first time through a mobile experience, such as email marketing campaign opened on their phone or a quick mobile search that lands them on your webpage. It’s important that your assets are optimized for mobile – if they don’t display correctly or are difficult to use, you’re starting a major disadvantage with a new customer. Mobile optimization is no longer a nice to have or something that businesses can get around to – it’s a must from the get-go. It’s better to have fewer overall assets that are all mobile-ready than more communications that are harder to view on mobile.
2. Consider AR
Augmented reality has been a revolutionary part of mobile marketing technology – businesses have dedicated apps to creating a meaningful AR interface that better connects their brand to their customer. For instance, IKEA is a leader in the AR space, using their mobile application to help customers better visualize their space with IKEA solutions. This kind of digital, interactive catalog has helped IKEA grow meaningful engagement and convert customers simply by offering them a mobile option that enhances their shopping experience. Another brand that is working to leverage mobile technology with AR is Cover Girl. Similar to IKEA, the Cover Girl brand is using mobile technology to enhance their customer experience. Using an app and a phone camera, users can virtually try on different makeup solutions so that customers can decide what makeup they want to invest in before they buy it. This kind of mobile technology outreach gives customers a much better experience – instead of making a product purchase only to find out that they don’t like it, need or, or want it, they have the flexibility to try something digitally. This prevents customers from having buyer’s remorse and having negative associations with your brand. Plus, the mobile nature of the technology means it’s easy for customers.
3. Embrace the simplicity of SMS for marketing
Sometimes technology doesn’t mean complicated, advanced, or cutting-edge – sometimes it just means the tool that supports the best solution. SMS is the power behind text messages, but it’s useful for more than just messaging your manager to let them know you’re running late. SMS has been touted as an effective tool to keep in touch with customers on the go. First of all, because of the brief nature of text messages, most people check a received text almost immediately after receiving it – emails and other long-form messages don’t get checked as quickly. Additionally, SMS helps break up what some experts call “app burnout.” Many users will open and scroll through apps mindlessly, not really connecting with content. An SMS or text message is a good way to quickly communicate with customers to announce something that needs immediate attention or is short-lived – a sale, a product launch, a pop-up event, a customer experience survey, appointment reminder, or something similar.
4. Use events to your advantage
Focusing on how to amplify events your brand is hosting or present it is one way to leverage mobile technology. There are several ways to increase brand exposure and maximize engagement at events. If your brand has a presence at a trade show, consider using social media to invite attendees to join you at our booth or use a hashtag to share about their trade show experience. You can also use location-based mobile technology to create a better experience for customers at your event or near your location – some brands create custom Snapchat filters for customers to use on their personal accounts when they’re on-site and others utilize advertising that only appears in search only when a customer is in a certain geographical areas, all helping to create a personalized, location-specific experience.
Is your brand doing enough to leverage mobile technology and create a better customer experience? Think about ways that your business can leverage mobile technology, either by enhancing your existing efforts or introducing something new into the mix.