People love their smartphones. Whether you're walking down the street or inside a shopping mall, sitting in a coffee shop or at the airport, almost everyone around you is looking down at their cellphones.
In a recent poll conducted by Pew Research Center, 96% of Americans now own a cellphone of some kind. The share of Americans that own smartphones is now 81%, up from just 35% in Pew Research Center’s first survey of smartphone ownership conducted in 2011. Along with mobile phones, Americans own a range of other information devices. Nearly three-quarters of U.S. adults now own desktop or laptop computers, while roughly half now own tablet computers and roughly half own e-reader devices.
Today's apps-savvy consumers want business information delivered concisely and available for reading on the fly. Thanks to the explosion of Internet-enabled mobile devices, you and your customers can communicate on the go. Here are six easy ways to deliver on mobile devices marketing that encourages customer interaction.
1. Make Your Emails Mobile-Friendly
Delivering email marketing that can be read on mobile devices is essential. Keep a message's subject line short and place high up in the message your brand name, the offer, and the call to action.
Keep your email design simple and light on text, and offer a link to your company's website or Facebook page so a reader can find out more.
2. Give Mobile Customers What They Need Over forty percent of U.S. smartphone owners compare prices on their mobile device while shopping inside a store, according to HubSpot, an Internet marketing firm in Cambridge, Mass. If you do not optimize your site for mobile users, you may miss sales opportunities. The most sought-after information (a company's hours, locations, and directions) and popular features should be front and center where customers can easily find them. If mobile consumers cannot find the information they need to guide their purchasing decisions, they may click -- but then take their business elsewhere.
3. Invite List Sign-ups via Text Message and Quick-Response Codes Customers entering into your retail establishment probably are carrying their cellphones on them. Build your contact list by inviting patrons to send a text message, email or scan a QR code. Put a sign at your cash register to encourage such activity while the shopping experience is still fresh.
A savings coupon or special offer can sweeten the deal for any customers who sign up; and you end up building your list without having to manually enter email addresses after deciphering handwriting on a sign-up sheet.
4. Build Your Fan Base Your socially active customers have a Facebook or Twitter app loaded on their smartphones. A sign or poster that encourages them to connect with you in the social media sphere can propel significant growth of your network -- and expand your company's visibility to the contacts of your new followers. Be sure to give customers a good (and fun) reason to like or follow you.
5. Tap Location-Based Services If you run a brick-and-mortar business or host an event, encourage people to check in on location-based services like Foursquare, Gowalla, or Where. You will gain information about your regular customers and how often they visit you. It also lets your customers share information and tips about your business with others. A unique special offer can encourage these regulars to check in more often.
6. Encourage Reviews on the Run Encourage customers to share their thoughts about their experience while they are still at our place of business. Post a sign that says, "How'd we do? Let us know!" You can even direct customers to sites like Yelp, Where, Google Places, or TripAdvisor, where you would like them to offer reviews of your business. Make sure you post your company's Twitter handle, so customers can include it in reviews and follow your business on Twitter for updates. Be sure you stay on top of any customer reviews posted about your company.
More mobile technologies are springing up, enabling businesses and customers to stay connected, regardless of location. Remember: All these gadgets and apps can support your marketing but they should not drive it. You still need to focus your message on how your company provides great products and services. Know who and where your customers are. Then bring the goods to them. Mobile strategies let you package your marketing to better reach them.
