Digital marketing professionals should think of mobile marketing as a channel for serving customers anytime-anyplace, rather than as a means to spam mobile phone users 24/7. Just because customers carry their smartphones with them all the time, does not mean that they are looking forward to having digital marketing messages constantly shouted to them. In fact, prudent use of digital marketing messages over smartphones can help earn customer advocacy.
Smartphone marketing is one of the fastest growing spheres of digital marketing today. However, a large number of digital marketing professionals still consider it to be a way to only push out display ads or text messages. The main catch here is that most mobile phone users think of these digital marketing tactics as an invasion of their privacy. This is even if they get an unsolicited SMS message from a store they regularly buy groceries from.
Some clever examples of mobile marketing are:
• Producing videos: Imagine a home theatre system manufacturer who creates a how-to video showing one how to install the system; which is optimised for search as well as mobile phones. A customer visiting a store to purchase a home theatre might find this video through their phones, and choose the brand over other manufacturers, simply because they now know how to wire it up properly.
• Reviews: When a previous customer checks-in to a restaurant on Facebook, or updates their status with an outstanding review about a product, it can serve as a great digital marketing advertisement. Friends and followers of the customer learn about the restaurant from a trusted source, which can be more valuable than traditional advertisements. Also, if the reviewer is a well known food junkie, their followers may begin considering their reviewed restaurant, almost immediately.
If customer loyalty and support can have an impact on the awareness of other people, and even motivate potential customers to purchase a product, then the usual linear purchase funnel can be changed into a cycle. As smartphones enable people to always stay connected and informed, they can play a vital role in increasing brand awareness, which even the most targeted digital marketing ads find hard to do.
Since the habits and expectations of modern users have been permanently changed due to the development of new technologies, like mobile phones, it is important for digital marketing professionals to look at their marketing strategies from a fresh perspective.
Qudos Digital is a leading digital marketing consultancy, and can be contacted on 0845 388 5583 or info@qudosdigital.co.uk.