In the spirit of today’s holiday (St. Patrick’s Day), here are two key mobile marketing insights to help anyone find their pot of gold with Mobile.
Plan your Campaign-Since mobile marketing is relatively new to the scene, it may be tempting for business owners to jump into a mobile campaign without properly planning, which can harm results and learnings. For example, before launching a text messaging campaign, the metrics by which success will be measured should be established. The items being promoted should be in-stock, all links should be live and tested. If you’re driving customers to mobile, your mobile site must be optimized for the mobile web. If you’re running a location based campaign, be sure to have the software in place to track “check ins”. Make sure you’re listed correctly in mobile directories, and that once in your establishment, it’s clear what users are supposed to do from there.
Another planning point that can easily be ignored at the peril of any company is the follow up plan of action. Once the active part of a mobile marketing campaign is complete, it’s important to follow up with your customers. Mobile audiences expect a high level of interaction. If the only time they hear from you is when you’re selling something, then you could be in danger of facing a dwindling opt-in list. It should always be a part of your plan to follow up after every campaign. You can send a survey, poll, text, drive users to a mobile site with questions. You can even use mobile social networking to follow up with your audience to get their important feedback and interaction. No matter what stage of the process you’re in, remember not to make the mistake of jumping into the execution stage of a mobile marketing campaign without proper planning.
Test & Learn- The great thing about mobile marketing, is that results are extremely trackable and accurate. You decide what you want to learn about your audience, product, service, or offer, and with mobile marketing, you get clear, measurable results virtually instantly. No matter what form of mobile you choose, make sure to have an understanding of not only what your goals are, but of what questions you hope to answer. Also keep in mind, that the insight gained from mobile campaigns can cross over to other channels in your marketing mix.