When mobile marketing is mentioned there is often a sharp intake of breath from the room, with everyone thinking ‘this is going to be expensive’!
However, mobile doesn’t have to break the bank. This year is a perfect opportunity to start looking at your mobile strategy, because the growth in people using mobiles to access websites is likely to keep increasing.
From a marketing perspective, it’s easy to see why mobile is so attractive. The devices are virtually all on, always next to their user and content is easily shared. In addition, the analytics for mobile are accurate and powerful, with some packages on par with Google Analytics.
I did say that mobile doesn’t need to break the bank. You should be able to build up your mobile strategy piece by piece, and here is where you start:
1) Understand what your current level of mobile use is – the first step should be to see what number of visitors use mobile devices, and what devices they are. There is no hard and fast rule as to what the proportion needs to be before you start your mobile strategy – that will depend on your market, your website and the budget you can allocate to mobile.
2) QR Codes – these are a really good way of starting to meddle in mobile. These are codes which convert off-line activity to on-line, where behaviour can be tracked more accurately. There are some great examples of this being used with direct marketing, but there are also a lot of fails. You need to think where the user is likely to see the code – if they are at home or in the office, they are likely to have access to the internet. If they are on the London Underground, they will not (Google Olympus QR Code Fail!)
3) SMS and MMS Marketing – the average text is opened within 4 minutes of it being received, so response rates can be very quick – they enable effective campaigns to strike while the iron is hot! An SMS campaign should not break the bank too – if you decide not to use a short number (e.g. 88112), that is a saving of £5-10k per year, so most of your cost is in the text itself.
4) Mobile Website – this is basically an abbreviated version of your website. It will have less menu options for the user, but will render well on a small screen such as a smart phone. These can be as simple or complicated as you would like, it entirely depends on the needs of your business. But before you invest, actually look at your website on a variety of devices – how does it look and how easy is it to get around. Many content management systems, e.g. WordPress, automatically generate mobile versions of all of its websites, so this should save you the cost.
5) Apps – if a large proportion of your customers are viewing your mobile website and your content is forever being updated, then an app might be the answer for you. The growth of apps has been astonishing – the Apple Store has 650,000 for you to choose from and Apple users alone has downloaded over 300 billion apps. However, to have an app takes a lot of investment – costs can be upwards of £20,000, most of which is in the design and production of the website.
So, before you start briefing your agency on your new app, I recommend that you build up your digital strategy. Start with small campaigns and small costs and build it up your mobile presence, taking your learnings from every step of the way.
What do you think of mobile? What tips would you give to people starting out? Leave a comment and let me know!