Local and Mobile Direct Marketing

December 28, 2011 by
Filed under: Direct Marketing Strategy 

With more than 300 million mobile phone users across the US

They access their mobile web from their devices and this creates a new opportunity for marketers this is bigger than SEO, Google or Facebook since the growth is even faster.

If you are looking to leverage your advertising dollars across new mediums. Whether the mission is sell more products, increase brand awareness or beef up an existing customer database, mobile marketing is proving itself as a viable option for companies of all sizes and across all industries.

Many companies are still trying to figure out the Internet while their competitors are stealing market share.

Few have a focused plan when marketing cell phones and many marketers are missing the boat – text messaging is the foundation of mobile marketing, but it’s certainly not the only option.

Few companies can afford to ignore these new technologies and they include:

Mobile Marketing: Incorporate a call to action or brand banner ad into a mobile application and you’re using mobile advertising. Develop a mobile website along with your regular make a compelling offer to get them to like you call or email.Many marketers have tested that these perform about five times better than Internet ad placements do, making them especially attractive for companies looking for better response rates from their mobile efforts.

Location-Based Mobile Foursquare is one of several companies that are making inroads in the location-based mobile media field. Foursquare allows users to collect points, prize “badges” and coupons for going about their everyday business and for letting other people know exactly what they’re up to. Users link those activities to Twitter, Facebook and other social media outlets, but location-based mobile is also applicable for businesses.

Companies use the service to offer promotions, build brand awareness, attract new customers and reward their top clients.

Real estate firms are using QR codes to advertise their for-sale listings and retailers are using them to offer mobile coupons. Home Shopping Network (HSN) recently started using this mobile marketing technique by placing QR codes in the corner of the television screen during its sales pitches.

Customers who used their phones to scan the codes were delivered to a product page on HSN’s mobile website, and were able to link to a checkout page, enter their credit card numbers and close the deal.

Google Adwords Marketing: When you type in keywords into your mobile web browser and generated a pop-up ad from a local car dealership along with the search results, then you’ve been exposed to the concept of proximity marketing.

Proximity marketing works well for marketers looking to target current, past and prospective customers in specific geographical locations.

One of the newer mobile marketing options, proximity marketing relies on transmitters that are installed in select public locations and target the exact spot where the customer is standing.

Sent to the user’s phone, the marketing message includes a request for permission for content to be delivered to the device. A longtime entry on every marketer’s “wish list,” proximity marketing is expected to gain ground over the next few years as users become accustomed to being marketed to via cell phone and mobile device.
As mobile marketing continues to mature, expect to see more ideas and approaches proliferating. Considered affordable and fairly easy to implement, mobile marketing serves as yet another viable option for companies looking to squeeze the most ROI from their advertising dollars.

Local and Mobile

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