Part of learning is unlearning. A lot of the time, unlearning something can be much harder than actually learning something new. The ability to unlearn, refocus and adapt quickly in a surging global mobile marketplace will be a difference maker in these fast moving times. That said, the way you approach your mobile marketing strategy should not be the same way you approach your marketing mandates in the browser-based online world. If you’ve figured this much out already, I would say that you’re a small percentage that’s ahead of a very large pack.
So what do I mean? How do they differ?
The first mistake you could make with your mobile marketing strategy is believing that one mobile site will cover your bases. The second mistake you could make is to believe that two mobile sites will cover your bases. See where I’m going with this? The reality is, your mobile strategy should include as many mobiles destinations your business or campaign needs. Think about it from a business point of view – the mobile revolution is not just about the ability to connect and communicate wherever you are, but also about having the right target destination accessible at the right place at the right time. You have to think “mobile” or “mobility”…
Here’s a scenario:
I’m out and about happen to drive by a home with a For Sale sign that I’m interested in and want to find out more, but would not like to have to speak with the agent just yet, without first finding out more details about the house. The sign out front has the agent’s phone, email and browser based web address. Are those really the best 3 options to have on your sign? What if this agent had a mobile address that sent an interested visitor to a mobile optimized site that was set up just for that house alone? What if that same mobile optimized site had an Info Request Form that an interested party could fill out in two or three minutes and uopn submission, the data was saved for the agent to access later at any point in time? And, what if a few moments after that new visitor pressed submit, an automated email response appeared in the interested party’s inbox with a link to the complete listing and agents info for their record, to revisit again when they got home? And, if the agent were to receive an email notificaton themselves the moment submit was pressed? Would that not be a more ideal scenario? What if the agent had mobile optimized sites for all her or his listings across town?
Another unimaginative and closed-minded assumption that so many “marketers” are making these days is that QR Codes are “dead” or have no practical purpose. Again, think “Mobile”….how could a QR Code NOT have some practical, valuable use? The smart marketer should be able to see how easily a QR Code can make target-specific information accessible from a targeted location.
Here’s another scenario:
You just got your year end bonus and are brimming with excitement about the vacation you’re going to take this January after the New Year. You’re waiting to catch your bus and plastered in front of you is a gorgeous poster advertising holidays to Fiji. Here, a smart marketer here has learned to leverage the power of QR Codes. Since you already have your smartphone out while waiting for the bus, you see the QR Code on the ad and scan it. Immediately you are taken to a mobile optimized site that has all the details and specials for this specific holiday. The site even has a contest you can enter to win a trip to Fiji! This is your lucky day!!! Little do you know, but this smart marketer has ads across town too. One in the bustop outside the casino advertising trips to Veags, another at the streetcar stop outside Mountain Co-op promoting trips to beautiful British Columbia, with any more across town. At the end of this campaign, this smart marketer will login to his or her Blink Capture admin panel and download metrics specific to all the signs across town that he or she had posted. Not to mention all the valuable qualified lead data collected from people’s Info Request and Contest submissions. Now that’s smart mobile marketing. And, quite different from a browser-based strategy.
So….are you ready to rethink yet?
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Stay tuned for more posts on Mobile Marketing with Blink Capture. Drop us a comment, we would love to hear from you.