Why Your Company Should Adopt a Mobile Marketing Platform

Posted on by Dana VanDen Heuvel

f4bcd mobile marketing1 Why Your Company Should Adopt a Mobile Marketing PlatformAnyone who’s ever experienced the joy of receiving a text message with a coupon for a free Redbox rental or a complimentary small fry with the purchase of an Arby’s roast beef sandwich understands the great benefits of mobile marketing. It’s push marketing that consumers actually want to be on the receiving end of. Here are just a few reasons why your company should get on board with mobile marketing today.

Higher Open Rates

The most popular form of mobile marketing is Short Message Service marketing (SMS), or text marketing. As I mentioned above, customers tend to be very receptive to SMS as long as your texts provide them with some kind of value. In fact, customers can’t receive your text messages unless they specifically request them due to opt-in laws. What that means for us as marketers is higher open rates with mobile marketing campaigns than that of say, e-mail marketing. How much higher? About 75%! Higher open rates should translate into higher conversion rates, provided you’re doing your part to offer something of value in your text messages.

Easy Access

People don’t always have their laptops handy, but you can easily make the assumption that a person will have their smart phone on them at all times.  People have more frequent interaction with their phone than their computer, so creating a web presence that is compatible with mobile devices is critical for businesses, now more than ever.

People LOVE Their Mobile Apps

Mobile apps are great tools to help simplify a task for your customers and for you as a business owner or marketer. Do you own an accounting firm? Hire a developer to create a mobile app for clients to use to estimate their tax refund with. There are tons of ways to get creative with mobile apps, it’s just a matter of recognizing an opportunity and finding a way to incorporate a mobile app into the solution. There are 4 billion cell phones in use right now, and a quarter of those phones are smart phones. That doesn’t even take into account the number of tablet-users who love to download the latest app from their favorite restaurant. Cash in on this enormous market with a mobile app of your own.

Provide “Just-in-Time” Info

With mobile marketing, you have a better chance  of capturing in-the-moment consumer behavior. I’ve covered this pretty extensively in a previous blog post, but it’s worth bringing up here too. Consumer behavior is highly influenced by “just-in-time info” that is retrieved on cell phones. For example, imagine a savvy customer out shopping for a lawn mower. He finds what appears to be the perfect lawn mower, but this particular customer doesn’t spend over $100 without first checking product reviews. Here’s where that “just-in-time info” comes into play. If your mobile presence is up to standards, the customer should be able to pull up your website and find product reviews and specs in a matter of seconds.

There are so many reasons to incorporate mobile marketing into your marketing platform. If your company has already established a mobile marketing initiative, what are some of the benefits you’ve noticed so far?

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