Do you outsource your mobile marketing campaigns to an agency? Most have platforms (or use platforms) that can send broadcast emails or text messages (SMS) to your target list. Okay – so that’s just one side of the equation. Typically, there is some sort of call to action with a link back to your Website to do something. That something could be a coupon, free sample request, Webinar registration, playing a promotional game, or requesting a product brochure. If that something requires filling out a form or entering more than a 4-digit PIN, will a mobile user abandon the effort?
How a customer interacts with your website or “campaign site” is your responsibility - regardless of who writes the code or manages the distribution process. Make sure your agency understands mobile use behavior beyond text messaging or mini-site development. Mobile campaigns should be integrated into your sales and customer retention strategy. To do so requires you have some context about your customer, which makes the interaction personal, local and optimized for their mobile device. If your agency is not thinking about context, ask them to. If they don't respond, get a new agency.
Already building mobile apps? Instead of creating a one-time use promotional mobile app, consider building a re-usable context app and simply change your Web content to reflect your current goals – just as you do for customers arriving via a desktop computer. Think of your app as an interactive “loyalty” or “affinity” card that lives on the device and let’s the user update their “profile” or “preferences, even when they are disconnected from your website. With access to contextual data, you can quickly and easily customize and optimize your Web campaigns for mobile users.
Never built a mobile app? Worried about the download? Millions of mobile users download novelty apps every month. If you offer customers something of value, they’ll download a small app to access that recurring value. Your only barrier to success is determining how your customers define value. And since mobile is the most personal of all the interactive channels, use the flexibility of the Web and personalization to your advantage ...and always remember to respect customer choice about what data to share and when to share it. It's a great way to build trust.
A build once, use many times, contextual app approach can engage and entangle your mobile customers to a whole new level. It can be both effective and cost-effective. What you offer your customers each time they visit your site or respond to a mobile campaign, can be as personal or generic as best suits your needs and strategy. Budgets are tight. Mobile is hot. Make the most of it!
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