Mobile Marketing Campaigns tend to be severely overlooked. While a Marketer should be aware of the technical aspects, their primary focus should be on their target audience and what they want this audience to receive, whether it be via a text/SMS message or campaign codes.
Remember that Mobile Marketing and Mobile Advertising are two different things. While Mobile Advertising is a passive approach where the audience sees the ad displayed on an app or website that they’re viewing, Mobile Marketing is a direct interaction and engagement with the consumer.
A mobile device is just that – mobile. People don’t take their computers with them when they walk into a store. Think of the stores a customer is shopping in. Who wouldn’t want to be sent a message that includes coupons for the very store that they’re already shopping in? QR Codes are also a great way for the customer to scan an item or a sign and get instant marketing on their phone.
It’s all about the timing. Will a customer be more likely to both view AND pay attention to a message when it’s sent to them while at work, or at home?
When it comes to Text Message campaigns, it’s good to go with short and sweet. If the customer needs to reply with a code, go with something simple like a sequence of five digits or a one-word code. Be honest with the customer if replying with the code will mean a subscription to more texts.
With all of the above, design is also a crucial element. A coupon or text message that includes a targeted image might catch the customer’s attention more effectively than simple words on a screen. For instance, if the customer is shopping for furniture than an image that displays comfort (such as on a bed) will entice them.