The fact that we are clearly, and very deeply, in the mobile era can seen from a casual observation of the people around us – and ourselves! It’s not just that so many people have their mobile phones right in their hands and the rest have them within arm’s length, it’s that it is acceptable. In decades past, one was frowned upon for not paying adequate attention to the person directly in front of your eyes. Now, that person has become secondary. We seem to respond faster and interact more with people behind our cellphone screens. While the overall societal implications of all of this may be up for debate, what’s not debatable is the wonderfully positive contribution mobile technology has made to marketing. Mobile might be bad for conversation but for conversion, it’s a fantastically strong tool!
We’ve said before in this blog that mobile marketers should not be afraid to directly ask mobile consumers for their business. While television might be renowned for ‘brand building’ where there’s no clear call to action but the viewer is left with a warm and fuzzy positive impression of the advertised brand, in mobile things are a little more competitive. Mobile marketers simply do need to get down to business and prioritise converting eyes on screens to rands and cents transactions.
Let’s look at three mobile marketing tips for acquiring outstanding leads that are very likely to result in cash conversions. Firstly, don’t treat all mobile users as if they are at the same point in their purchasing lifecycle. As always, mobile marketing is about personalisation and you need to take the time to properly segment prospects according to where they are in the brand journey.
Secondly, you need to have a mobile optimised site and content in order to remain relevant for your mobile users who will not want to struggle through poor design or slow loading times. According to a mobile study by Google: 61% of users are unlikely to return to a mobile site they had trouble with and 40% said they’d visit a competitor’s mobile site instead.
Finally, a bulk SMS service from the WASP division of InTarget, for example, is one of the best ways to re-engage leads that have gone cold. You can spark interest with deals, tips and more delivered right to the consumer’s device.