Its Week 5 of the Digital Marketing Course.  The huge rise of mobile smartphones and tablets has rapidly changed how we reach our audience.  Here are five ways you can use Mobile marketing to work for your business.

No 1.  Location based offers

Proximity based coupons and offers works with digital signage in the stores with brands pushing offers to mobiles that are bluetooth enabled.  Cadbury’s and Coca Cola use this technique in convenience stores where they connect with customers in real-time when they are close to the point of purchase. Over time they can reconnect with consumers  with more targeted messages based on their actions and preferences.  O2 media offer this service in Ireland by setting up Geo Fences™  around locations, stores and venues.  When the customer enters this area they can opt to receive targeted offers and coupons for products they are loyal to.

No 2.  Mobile Search

Mobile search differs from desktop searches because its immediate, local, social and always on.  Mobile searches also offer different options than desktop such as direct dialling to the phone number provided.  Targeting paid search ads is considerably cheaper than desktop as there are higher click-through rates with mobile users and their intent is more immediate.  Fewer competitors and on-page dominance are other factors that make paid search advertising attractive to local businesses.

No 3.  Mobile Optimised Sites

Creating a mobile site that allows users to carry out tasks in as few clicks as possible increases the interaction and engagement with your customer.  Research shows that after three clicks a user moves to another site if they cannot get to the information they require.  Domino Pizza saw an increase in pizza delivery orders when they converted their site to mobile use.  With geo location they made it possible to order pizza to a particular location and not just an address.

No 4. QR Codes

Quick Response codes can be read by a mobile phone to send the user to a destination where they can redeem vouchers, shop online or enter a competition.  They are an easy way to access more detailed information on the go.  They are particularly strong when used at POS or outdoor poster locations.  QR codes can also be used for ‘scan to call’ or download business card details.

No 5. Apps

ABI Research (March 2013) predicts: 56 billion smart phone apps will be downloaded in 2013 globally.  Apps can be divided into three core categories, utility, entertainment and e-commerce. The three most popular ways of hearing about an app are from friends, the App store and the App charts.  Well thought out and designed apps can offer your customer a faster, easier way to interact with your services or product on the go.

Ownership of mobile smartphones will continue to increase and their use will deepen as more functions are added.   Mobile marketing now requires to be integrated into your marketing strategy rather than being seen as an add-on to marketing activity.

Week 6 will be on Search Engine Optimisation.  The students have a  mid-term break next week so we’ll be back the week after then with our next session.