Article

Chris Jenkinson
Chris Jenkinson 22 February 2013
Categories Advertising, Mobile

Relevance - the Key to Retaining Customers Through Mobile Technology

Mobile devices are attracting 10 times the redemption rate of traditional coupons and set to increase.

According to Gartner Research, mobile phones are predicted to be the Number 1 web access device in 2013.

 

2013?

 

Hang on, that’s NOW.

 

So if you’re thinking that now might be a great time to review your current mobile marketing policy; or plan your mobile marketing strategy if you haven’t already – you’d be spot on.

 

The ‘reach’ and ‘response’ potential of mobile marketing is something every small business should be aware of – frankly, it’s pretty difficult to ignore. You see, acquiring new ‘mobile’ customers shouldn’t be too much of a problem –but retaining them for the long haul –  well that’s a different matter entirely. You will need to employ a fair mixture of innovation and creativity.

 

As with email marketing, blindly messaging people who have not given their permission for you to contact them is considered bad form. Just think of all those PPI and insurance companies who send ‘blanket’ texts to millions of people every single day, in the hope that a percentage of recipients will respond – and in doing so will confirm that their mobile number is ‘active.’

 

You don’t want your business to be associated with these mass spamming techniques – far from it!

 

Recent research has shown that consumers prefer SMS messages for urgent type messages such as travel updates or financial notifications. They also cite mobile as the perfect medium through which to receive relevant offers and promotions. That said, it is vital to differentiate the offers you make through mobile channels to those you make through email, direct mail, and social media.

 

Why? Because you are addressing a particularly discerning audience.

 

Just because your customers have given their permission for you to communicate with them via their mobile devices doesn’t mean you can contact them with anything and everything. By providing them with selective information and offers only available to a mobile audience, you are suggesting ‘exclusivity’, which means they are more likely to stay switched on to your brand.

 

What’s more, by keeping your promotions relevant, your prospects will actively look forward to receiving future messages from you.

 

Something else that may be of interest: according to the Mobile Marketing Association,  coupons delivered via mobile devices attract 10 times the redemption rate of traditional ‘clip’ coupons. Now that’s definitely worth thinking about when you are planning the finer details of your next marketing campaign.

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
Digital Marketing Vs. Traditional Marketing: Which One Is Better?

Digital Marketing Vs. Traditional Marketing: Which One Is Better?

What's the difference between digital marketing and traditional marketing, and why does it matter? The answers may surprise you.

Julie Cave
Julie Cave 14 July 2016
Read more
12 Online Editing and Proofreading Tools Content Writers Should Know About

12 Online Editing and Proofreading Tools Content Writers Should Know About

If you've got great ideas to share, but your content is riddled with errors, you could lose the trust of your readers and your credibility. Get through this editing process quickly and painlessly, by enlisting the help of some online editing and proofreading tools, so you can get your error-free content out there and read.

Gloria Kopp
Gloria Kopp 22 March 2017
Read more
4 Important Digital Marketing Channels You Should Know About

4 Important Digital Marketing Channels You Should Know About

It goes without saying that a company can't do without digital marketing in today's world.

Digital Doughnut Contributor
Digital Doughnut Contributor 5 November 2014
Read more
How To Create Landing Pages That Convert

How To Create Landing Pages That Convert

Effective landing pages are often standalone web pages written with one specific goal in mind. This goal is usually conversions or getting readers to take a certain action. Knowing what action you want readers to take is helpful for turning them into customers. This article will explain the six essentials of creating a landing page that converts.

Eric Gordon
Eric Gordon 20 March 2017
Read more
[Infographic] Why Email Is At The Heart Of Marketing Automation

[Infographic] Why Email Is At The Heart Of Marketing Automation

This infographic, based on Part 1 of our new report, looks at the role of email at the heart of marketing automation.

Natasha Farrell
Natasha Farrell 21 March 2017
Read more