A few weeks ago, I went to an Improv Show in which they strategically used mobile marketing on a half-bored audience waiting for the show to start. They screen in front flashed an offer to text a code in exchange for a few free show tickets. Since we had nothing else to do and had just paid for a show, the offer of a few free tickets seemed pretty enticing. Deciding to go for it, we texted a short line of code and were rewarded with free tickets that I’ve already misplaced somewhere. However, a week later I started getting text offers from the improve theater for reminders of upcoming shows and additional weekday discount offers. What weeks ago was a soon forgotten pledge to “come here more often” is now rekindled each time I receive a relatively unobtrusive text here and there. It was mobile marketing at its finest.
By 2017, businesses will spend 7.4 billion in mobile messaging and I can see why. It’s direct marketing that captures your attention and is guaranteed to at least get businesses noticed. And it makes sense for businesses too. With over 80% of consumers using a smartphone to shop, not to mention the billions that have a smart phone ready to opt-into the above example of mobile marketing strategies, it’s simply a digital place where your consumers are. If you’re not there too, you’re missing out on arguably the biggest market – bigger than automobile manufacturing, agriculture, and the entertainment industry.
Furthermore, retailers that embrace mobile also know that…
Mobile Marketing Triggers Conversion: 64% have made a mobile purchase after seeing a mobile ad but nearly 74% haven’t received mobile ads from their favorite brands. Source: Mobile Advertising survey 2012
It can cost five to 15 times more to acquire a new customer than to gain repeat business from an existing one. Source: Restaurant Success by the Numbers
Mobile Marketing Boosts Location-Based Marketing Success: 65% of mobile users said they used their mobile device to find a business to make an in-store purchase. Source: Google.com
27% of companies worldwide planned to implement location-based marketing in 2013. Source: Econsultancy 2013
Mobile Marketing Helps Escape the Social Media Bubble: Last year, only 12% of shoppers bought through social media. Source: PwC 2013
Mobile Marketing Encourages Business Transparency: 40% of shoppers consult 3 or more channels before purchase compared to 10% in 2002. Source: Conlumino and Webloyalty 2012
The number one reason why small businesses are suffering with the fast evolving new markets is simply due to a lack of time and resources. They’re often just one person; and even with a budget for simple fixes, they’re slow to give up control to someone who can target key areas. If you’re not sure you need mobile marketing tweaks, then I recommend DeviceAnywhere and PerfectoMobile, which let you see what your site looks like to other users. You won’t just get one look, but a kaleidoscope of what your site looks like through seven different phone models.
Companies already engaging in a plan have reported an 84% increase in business and (per Convince and Convert) 78% of retailers plan to invest in mobile this year. Simply put, it’s not just an additional investment opportunity into your business; it’s the way business is performed. It’s the equivalent to not even having an online presence, which 10 years ago was an option but today would be considered quite fool-hardy. Mobile optimization is already heading in the same direction – and if we look at the facts, it’s already there.
Are you ready for a smarter way to engage with your customers?
Benchmark helps you do email marketing the practical way. Create an ongoing relationship with your subscribers that leads to increased sales and happier customers.