Ezines

Drive Your Marketing Success with Mobile Devices

Liz Kistner - Monday, October 27, 2014

According to eMarketer.com, at the end of 2008 the number of mobile subscribers had grown to 270 million, reaching 87% of U.S. households. Last year, U.S consumers sent over 110.4 billion SMS messages per month.  Analysts estimate that worldwide 3.4 billion mobile messages will have been sent in 2008, rising to 4.9 trillion in 2011.There has been a whirlwind of change in the past decade with new media.  New devices such as Apple's iPhone or the Droid for example have made web browsing more prevalent.  Mobile marketing as a viable marketing channel cannot be ignored. 

Here are three examples in which you can leverage mobile devices to increase response: 

  • Integrate your online and offline marketing channels through the use of a QR code, QR (quick response) codes are used by taking a piece of information from a transitory media and putting it into your cell phone.   They are much more useful than standard barcodes because they can store and digitally present much more data, including URL links, geo-coordinates, and text. Add a QR code to any print advertising containing:
    - Event details; Event banners
    - Specific landing pages
    - Twitter, Facebook, MySpace ID's
    - Collateral material such as video's and white papers
  • Leverage short codes to send branded content, chat, or promote streaming audio/video/podcasts. Common Short Codes (CSCs) are phone numbers, usually four to six digits, that mobile phone users use to send Short Message Service (SMS) messages to in order to receive information.
  • Incorporate SMS Text Messaging campaigns to leverage your overall marketing reach and penetration of your campaign initiative. Reach your prospective students through demographic targeting: age, income, educational level, geography, or lifestyles.  Click here to view additional selects. 

According to Nielsen Media regarding the Future of Mobile:  "The research showed that media-savvy US consumers believe that advertising has reached a saturation point and that brands are using increasingly desperate tactics to get their message through. Yet we found that many Smartphone users are already inviting brands into their mobile world and reaping the benefits, often without even considering this as advertising. And nearly all responded positively to mobile advertising that delivers real benefits."

The Mobile Marketing Association (MMA) estimates that advertisers will spend about $2.16 billion on U.S. mobile marketing this year, compared with $1.7 billion in 2009. "Mobile is the most effective direct marketing channel," says Michael Becker, managing director for MMA's North America branch. "There's an immediacy to the message that you get on your mobile device. If a brand is not engaged with mobile consumers today, it's missing key parts of the market."

Mobile provides a unique ability to reach your audience at any location in real time.  Extend your brand reach and engagement through mobile devices.