This piece originally appeared on Forbes.
According to a 2015 report, 65 percent of shoppers surveyed will use their mobile device to hunt for promotional offerings and coupons on items they hope to purchase. Sixty-three percent will check current pricing on their digital device, and 61 percent will check out your competitor’s price before making a purchase. Once you realize the majority of your customers are integrating a mobile device into their shopping habits, the need for a definitive mobile marketing strategy becomes clear.
As a digital marketer myself, this kind of firsthand knowledge and experience is invaluable. Connecting with your consumer in a mobile world is absolutely necessary. We can no longer think just local — we need to think mobile. This is why we consider and incorporate the following components for our clients so that they can reap the rewards of increased shopper engagement and sales.
A growing number of consumers are connecting with local businesses via GPS-enabled technology on their smartphones. Make sure your company’s mobile marketing strategy includes geo-targeted offerings to consumers who use localization apps. Customers can receive push notifications on their device advising of your offerings based on their proximity to your location. Proximity marketing is any system that uses location technologies to directly communicate with customers via their portable devices. We use proximity marketing to distribute information at events, in social applications like check-ins, and in local advertising campaigns.
Consider integrating mobile coupons into your seasonal advertising strategy. Instead of running newspaper advertisements offering deep discounts, try offering mobile-only coupons. Use tools like QR codes to connect with deal-hunting buyers on social media, and post scan-enabled promotions on your Facebook page, Pinterest boards and Twitter feed to connect with smartphone shoppers.
Mobile Payment Options
An increasingly important component of connecting with customers on mobile is offering mobile payment options. Integrating smartphone-enabled platforms into your checkout procedures is crucial. The faster a consumer can complete a purchase with your company, the more likely they are to become a regular buyer. Can you afford to not offer mobile payment options?
Multiple Ways to Purchase
Along with upping your mobile payment game, consider offering consumers multiple ways to purchase from your company. “Buy” buttons are now available on multiple social networks including Twitter, Facebook, Pinterest and Instagram. If you’re already marketing on these social media platforms, doesn’t it make sense to incorporate “buy” buttons directly into your social posts?
In-Store Mobile Offers
For businesses with both a brick-and-mortar presence as well as an e-commerce site, consider integrating in-store mobile offerings into your marketing plans. Allow customers to scan in-store codes to improve their shopping experience. Offer anything from deals on multi-unit purchases to extended warranties or upgraded loyalty points. Not only are you connecting with your mobile-enabled customers; you’re rewarding them for shopping in-store, too.
Videos Showcasing the Product
Create and upload videos to social networks to feature products from your store. With a myriad of video apps now available, it has never been easier to integrate video into your marketing strategy. Twitter is making a huge video push, and Facebook is continually improving their efforts as well. Live streaming options like Periscope and Blab are yet another way to showcase the joys of un-boxing purchases from your store. Think of these video creations as evergreen advertising for birthdays, anniversaries, weddings, or any kind of celebration where a gift is in order. Once you realize the potential of mobile marketing via un-boxing videos, you’ll understand why this trend is growing in popularity.
Another critical component of maximizing the potential of mobile sales is to offer brand marketing in a variety of formats. SMS messaging lets you text offerings to customers who have opted into text-based communications. Email offerings are absolutely essential since an ever-increasing number of consumers is receiving brand messaging on their mobile devices.
Lastly, don’t forget to make sure that your location data is correct across the Internet. There is no easier way to lose consumer confidence than by sending them to an inaccurate location or publishing the wrong hours of operation.
If your company isn’t adopting a mobile-ready growth strategy, you can be sure your competitors are. Unless you want to toss sales opportunities in the trash, it is imperative that you develop a mobile marketing plan of action. How will you be incorporating any of the above-listed tips into your brand’s business building strategy this year?
For more information, you may call me at ✆ (0418) 581-074