As mobile marketing campaigns aren’t usually an integral part of overall marketing strategies but an afterthought, this strategy and its compatibility with campaign goals should be taken into account by marketers as well as technical aspects and techniques like SMS campaigns or bar codes. Here are some tips you might use to build an effective mobile marketing campaign:
In first place businesses should understand how a message is consumed by somebody. Time, attention span, or the consumer’s capabilities differ depending on if the person is at home or at the office. A brand should create an experience being sensitive to how the message is going to be consumed, for example if the bar code will be on a placard in a store or in a magazine. The thing is that the mobile experience is rather different to the browser one, because lots of companies don’t factor in mobile user experience attributes. But what works for websites that don’t translate to mobiles. The real power of mobile resides in mastering the ability to exploit this difference.
Also, as consumers face mobile applicataion fatigue (and only use around 11 out of 70 apps on their phones), just relying on app experience shouldn’t be a business’s only strategy, it is also convenient to have a mobile-optimized website.
As another part of the campaign planning process, a company has to define what kinds of data it can collect as well as the insights it can learn from this data. So it should consider information like the number of impressions or views of a particular advertisement, as well as demographics of those who engage with ads or content, their gender, whether they are loyalty cardholders, where they scanned the code from (magazines, etc.), at what time the scanning took place…
Also, retailers might want to look into building in-store opportunities for mobile marketing. What customers can do is check-in at a store and then receive coupons on their phones by using an SMS or an application. The retailer can also provide more information about its products by using QR codes.
Landing pages are another useful way to make mobile marketing campaigns succeed. They are specific to a certain campaign and they serve a purpose like making consummers interested in a product or service, letting them enter a competition, requesting a product sample, surveying a special offer…
Landing pages should only be used while the promotion lasts and shouldn’t be used in QR codes because the code remains after the campaign is finished and this can be very frustrating for mobile users who scan it.
You might be asking yourself why you should use landing pages? The available statistical information that remains after the user has been directed to a landing page is very useful to track. Plus it is also available to offer irresistible transactions to those users you have encouraged to go to a landing page. However, you should bear in mind that if you add forms to your landing page, these should be kept to a minimum. Forms should be simple and have only a couple of fields because it is complicated to type into a mobile device, so you should only ask for basic information like name, email and phone number.
You might also want to localise your campaign letting customers know where they can find irresistible offers close to them.
Finally, make sure it is current, so that offers are relevant when a potential customer enters the page and that it is easy to browse on, including that it loads quickly. Remember that an optimized mobile experience can drive consumer loyalty, whereas a bad mobile experience can result in customers loss.