By Steve Jarrett, Chief Executive Officer of MePlease
To help retailers seize the opportunity afforded by mobile marketing and social networking—or “mocial” marketing—we have come up with the top 10 tips that we believe need to be worked through to position your brand effectively for your new generation of customers.
1. Mobile marketing goes way beyond text. The first tip is that mobile and social media are meshing, and so should you. There is tremendous power in the integration of social networking and mobile, and we think this marketing sweet spot is the place to be.
2. Why mobile matters—stats don’t lie. A recent study showed that UK consumers send 11 million text messages per hour (MDA Report, 2009). Text usage remains dominant. Facebook’s 500 million customers follow at least one brand or company, while at the same time, nearly 50% of Twitter’s 190 million unique users do exactly the same (ExactTarget Research). A Harris Interactive poll recently showed that of consumers who received some form of permission-based text marketing from a company, 34% said the messages have made them more likely to visit the venue and 27% more likely to make a purchase.
3. In search of the holy grail. Moving from one-to-many to one-to-one communication is the holy grail of marketing.
4. Reach everyone (not just smartphone users). iPhone apps are this season’s must have. Or are they? Focusing on just mobile applications for certain devices like iPhone or Android smartphones automatically pushes you into a corner and limits a retailer’s ability to reach its target market.
5. Voucher promiscuity—how to discourage it. There’s a number of high-profile companies—such as Groupon and Vouchercloud—that are driving high-volume customer acquisition. Don’t get it wrong—new customer acquisition is good, but only if a significant number of those customers visit your business again.
6. Mocial is the new buzzword. Many people think of mobile marketing as a 160-character version of e-mail. Wrong! The very nature of mobile marketing offers retailers the opportunity to reach people at key decision-making moments of the day.
7. Make mobile social marketing cost effective. We think the trend is moving away from one-off mobile marketing campaigns (which can be costly) toward mobile marketing platforms that let any business engage with opted-in customers. Look for companies that offer you long-term value and social media integration.
8. Trust. Seek mobile and social networking partners that have strict privacy policies and will not pass on customer information or send out spam messages just to drive their own short-term revenue.
9. Set goals early. Before even approaching a mobile marketing service provider or platform, be sure to outline the key goals for your mocial strategy. Whether it is to gain more loyal customers, influence their friends, or just get more people into your shop, make your objectives clear to the provider. If they cannot tell you explicitly how they intend to help you to accomplish these goals, keep looking.
10. Don’t wait. Start now. Carpe diem! Those Romans knew a thing or two about communication…