I can do what with my phone? -10 Things you should know about Mobile Marketing

By Nicole Hall in Mobile on October 27th, 2011

Mobile phones have come a long way...

from what they used to be. From bulky handsets to the ever sleek smartphones, mobile has taken over the technology space and now do more than simply make a phone call, but also connect us to every day caveats of our lives.  

Earlier this month, 60 Second Marketer Founder and one of BKV’s very own, Jamie Turner took the stage alongside Hub Spot’s Director of Marketing Jeanne Hopkins at the Go Mobile conference. Jamie and Jeanne provided great insights into one of the hottest and quickly evolving topics for advertisers: mobile marketing.

The Go Mobile conference was packed full of information, lectures, a guest panel, and breakout sessions to gain better understanding on how mobile marketing can be integrated with traditional, digital, and social media for an all-star campaign.

Here are 10 of the coolest things that we learned at the Go Mobile conference:

1. Become a mobile powered user! If your business is going to talk the mobile talk, then you should be walking the mobile walk. In order to understand how mobile works, immerse yourself in the technology. See a QR code? Download a scanner and evaluate your experience. If you keep your own user experience in mind, you’ll be able to gauge the experience you would like for your target consumers to have. Try out this QR code! 

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2. There are 4 Billion texts sent daily. Yes, that was billion with a “B”. Though many of the Go Mobile panelists that spoke later on felt that text was antiquated as a marketing tool, this number may make you re-think QR codes and other novel technologies that can only be accessed by smart phone users. You really can’t beat SMS as a way to reach your target audience. Still wary? Did you know that text messages are read within an average 4 minutes upon receipt compared to the average of 48 hours for e-mail? 

3. Voice search is increasingly important. More and more people are using the voice search option on their mobile phones when they are looking for products and services. You may want to alter your mobile keywords, keeping in mind many people will be saying them and not typing them in. For example, the 60 Second Marketer comes up as the “62nd Marketer” in voice search, so bidding on that term may be beneficial for a mobile search campaign.

4. The Post Office is Offering Discounts for using QR Codes. Sally Mundell from Spanx let us in on this secret during the panel discussion in the afternoon, citing discounts from the post office was a significant factor in Spanx adding QR codes to their catalogs. The discount is intended to encourage marketers to revitalize direct mail by making it more interactive.

5. There are more mobile phones than there are toothbrushes. According to a stat by the Mobile Marketing Association of Asia, 4.8 billion have a mobile phone while only 4.2 billion own a toothbrush. The key takeaway is that there is a significant increase in the amount of mobile phone purchases. The use of mobile phones has grown tremendously and will continue to accelerate as technology becomes much more integrated with e-commerce, social sharing, etc.

6. Location-based marketing is on the rise: With approximately 1/3 of all searches being local, it becomes increasingly important to be able to reach consumers outside of their desktop. Recent studies suggest that search has taken over as the top way to find local businesses for most demographics. Take into account the increasing amount of smartphone users, you must leverage the opportunity to make yourself available in the mobile space. Ultimately you’ll be able to reach a pool of consumers who will be qualified leads based on the immediacy of their search and their higher propensity to convert.  

7. Don’t forget the basics; make yourself available to be found via mobile. You would be surprised at how major, well-known brands have forgotten the basics such as having a mobile-optimized version of their website. Before you delve deep into the world of mobile, you’ve got to have a handle on the basics first!  Nothing hurts the user experience more than scanning a QR code and being directed to the full version of a complex website on an itty-bitty smart phone.  

8. QR codes are so yesterday, it’s all about NFC. And for those avid sports fans out there we’re not referring to the National Football Conference- it’s all about near-field communication! There’s a lot of debate as to how long QR codes will last, but in the near future, mobile phones will be integrated with near-field communication technology that will enable you to reach consumers in more streamlined ways. For instance, rather than having a potential consumer download an app, scan a QR code, and then direct them to a mobile site, you could be able to simply send a notification to someone who may simply walk by a designated target area. Though there is sure to be       some type of opt-in requirement, the idea of streamlining the process is bound to contribute considerably to the user experience. 

9. Mobile Display offers great opportunity to engage consumers even more. Average click-through rates for display are generally .01 percent. However, mobile display offers a lot of opportunity to engage with click-through rates ranging anywhere from .5 percent to 4 percent. Mobile display offers you much more opportunity to interact with your consumers, whether it is saving a phone number, sending an e-mail, or engaging through a rich-media banner with video. Case in point, the likelihood of a consumer engaging with your brand is much higher in the mobile space.  

10. Google Goggles: We saved this one for last, because if you’re anything like the conference-goers, this will be an attention span killer…This new tool from Google allows you to go into the Google app and simply take a picture of something to Google it. Interested in the Coke can sitting in front of you? Snap away and you’ll pull up search results for Coke instantly. Download the Google app and give it a try!