Part 2: Mobile Marketing Offers Customers The World At Their Fingertips
Why Your Marketing Should Allow Mobility
In Part 1 we talked a bit about some amazing statistics about mobile phone usage, including that Americans are on their phones 2.7 hours a day, that 95% -ish of text messages are opened within five minutes and that we all keep our phones within reach. Then I posed the question as to whether this is a curse or a blessing;
The Cup Is Half Full And This Is Convenient
Whether my best-friend is going through a crisis and I need her texts to get to me right away, whether I want clients to be able to reach me any time or if I want to be able to catch up on emails, blogs or find a local store, my phone makes me feel as though everything is within reach. Even my social media networks. The world is as far as my phone. Big brother or not, this is why the world is going mobile.
When it comes down to it, my mom just got a smart phone (as did a client’s mom) and now our mom’s can get ahold of us any time – whether we feel that being so reachable is a curse or a blessing! Young adults and kids text each other, and many college-aged young adults don’t have email accounts. Why bother when they can just text?
The World At Your Mobile Fingertip
Yes, the infinite web of energy that is said to connect us all seems to have manifested in the shape of social marketing. And, marketing gurus are taking advantage of this- you should too.
With mobile devices replacing laptops, your marketing plan, whether you are a restaurant, a lawyer or a gallery, should allow mobility.
Allow Mobility In Your Marketing For Your Clients
It is my job to stay on top of as much of what is out there and available to make my client’s business feel as though their clientele can find them at their fingertips. It isn’t always easy to stay on top of all the different ways you can have an internet presence, but here are a few key ways to get you thinking:
Think of yourself. If you are like everyone I see, your cell phone is always within reach. Anything you need to access is right there.
Your clients should be able to find you, within reach. If your website isn’t available in a mobile version, have this created for you because this makes you Fingertip Mobile-Available for clients/customers.
Mobile Text Community:
As customers and clients, we like the businesses we patronize to appreciate us. In marketing it is said that there are five kinds of customers:
“Loyal Customers: They represent no more than 20 percent of our customer base, but make up more than 50 percent of our sales.
Discount Customers: They shop our stores frequently, but make their decisions based on the size of our markdowns.
Impulse Customers: They do not have buying a particular item at the top of their “To Do” list, but come into the store on a whim. They will purchase what seems good at the time.
Need-Based Customers: They have a specific intention to buy a particular type of item.
Wandering Customers: They have no specific need or desire in mind when they come into the store. Rather, they want a sense of experience and/or community.”
You don’t have to be a marketing maven or guru to put two and two together here. Regardless of your clientele, you are probably seeing the power of being able to send a text message to people who are a part of your texting community. Whether they are a part of the 20% that make up half your sales or whether they have a need, an impulse, want a discount or are just wandering, when they receive a message or special from your business then your business is in mind.
The power of a text message at 11:30 in the morning means having people think of you for lunch if you are a restaurant. A massage business can offer a special to fill open slots over the weekend and a bar can announce the band playing Friday night. No other marketing promises stats in which your message is opened approximately 95% of the time in five minutes.
Whether big brother can track you via your cell phone or whether the world has become smaller and more convenient with a smart phone things have changed. They say the world belongs to those who embrace change and turn curses into blessings, so be sure to include mobility in your marketing.
Next make sure to read Part 3 of the blog in which I’ll talk about one of the most significant and impactful ways you can increase your business by being mobile and making yourself visible to your clients and those looking for businesses like yours.