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Mobile marketing strategies

Mobile marketing strategiesAs we deliver more and more local websites for franchisees worldwide, one thing has become evident: mobile traffic is increasing. Mobile marketing is all around us and has become an integral part of our daily life. Now is the right time to jump in and be many key steps ahead of the others. Consider your business objectives, target audience, and related metrics before you set the course for your mobile marketing. Here are 10 mobile marketing strategies.
  1. Search is king

    Findability for those on-the-go is critical, whether you're a retail store, restaurant, hotel, or other establishment. Your customers must be able to find you. Remember, this translates to search and related services like Yelp and Google Maps. According to eMarketer, mobile search advertising is projected to grow almost 60 percent to $295 million in 2011.
  2. Social media connects on-the-go

    Social media interaction extends beyond the computer. This underscores the fact that participants perceive social media as a real-time, as well as an asynchronous, communications channel. Further, mobile devices are perfect for checking in with your social graph.

  1. Establish the proper foundation

    Establishing the right mobile website for your brand will establish the proper foundation from which to deploy all of your strategies. Franchise marketers need to consider whether they need a single website with a location finder on it, which includes some additional web pages for mobile viewers to browse through, or full local mobile websites for each location.
  2. Can you join me here?

    Location-based services (aka LBS) focus on the major players - Facebook Places, Foursquare, and Gowalla. But don't overlook other related services like Yelp and Google Maps. Think beyond just mayorships to get customers to check in. What can you do to add to the fun and entice your customers back to your establishment? Think about mobile coupons and text messages as well.
  1. Create an email strategy

    Why? According to ExactTarget, 37% of business people read their email from their mobile devices. This means that franchise marketers have several opportunities for engagement. First, they can drive viewers checking email on their mobile devices to either mobile optimized landing pages or their mobile websites. They can also deliver promotions that drive viewers to their local stores, as well as any other promotion that can be delivered on a mobile device.
  2. Buy, buy mobile

    Mobile commerce isn't just calling your spouse to find out what brand of toothpaste to buy. Mobile marketing strategies enter the promotional arena with the ability to take comparison shopping to the black belt level. (Don't take my word for it, check out this data.) With the current frugal mindset, customers may leave products on your shelves and head for your competitors' stores if their products and related information are better.
  1. Text's not just for kids anymore

    Text messaging has extended its reach, partially due to children forcing parents to become text savvy as well as to lower costs and be able to multitask without others hearing you. That said, it's still the primary way to reach teens. As a marketer, it's useful for time-critical updates like bank accounts and deal-of-the-day or Groupon-type notices.
  2. It's an app, app world

    With growing smartphone options and other mobile devices (namely the iPad), apps (aka mobile applications) are exploding. This is a double-edged sword because the challenge is to break through the clutter. While apps provide a potential source of revenue, bear in mind that free apps are growing exponentially faster. (Here's more app-related data.)
  3. Mad men go mobile

    Jump into mobile advertising to take advantage of the strong response rates and branding opportunities this newer medium provides. Now's the time to grow your base while it's still new. Mobile's sure to aid local display advertising that BIA/Kelsey predicts will reach $803 million by 2014.
  4. UX rules

    UX is tech talk for user experience. Translation: you need a mobile website. While your Internet-optimized site may be accessible via a smartphone, your on-the-go audience may not find it tolerable!

The business case has been made! According to a recent study by Group, 84% of U.S. small businesses using mobile marketing have seen an increase in new business activity. While early adopters can see a tangible ROI, the majority of small businesses have yet to fully leverage mobile marketing strategies, according to the same study.

Last year comScore reported that out of 234 million U.S. mobile consumers, 82.2 million use a smartphone. And with both Google and Facebook announcing significant initiatives to increase their mobile marketing, it's evident that franchise marketers need to look to mobile marketing for the future.

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