The overriding factor of a successful mobile marketing campaign is the timing and deployment. Ensure that each campaign is intertwined with instore activity, such as product and service launches, to create an omnichannel experience for the customer. Customers expect a joined up approach across all your marketing mediums and an omnichannel approach will give you greater engagement with your customer.
Mobile Marketing capability
The capabilities of mobile marketing are growing with the rise in areas such as Location Based Marketing (LBS), Augmented Reality, and barcodes.
LBS requires the end user to opt in”, this is usually at the point where the end user downloads an app and accepts the terms and conditions for the app to use their mobile or smart device’s current location. Location marketing uses geofencing technology software which uses triggers when a customer goes over this invisible geographic boundary. This trigger when activated then sends a message to your device.
Proximity Marketing works in a similar way, but when you are a certain distance from a store, for example, 100m away it triggers a message to your phone with a promotional offer or call to action such as come in-store today and get 15% off! There are number of ways you could use this method:
- Digital vouchers
- Interactive digital signage
- Links to website
- Barcode marketing
Augmented reality is the latest trend in mobile marketing, and is another step forward from a customer experience perspective. This works by sending a message to your phone via LBS and directing you to move your phone over the POS and it would come to life on your phone playing a video, animation or even music. This creates another level of user experience.
As we can see mobile marketing is an extremely powerful tool to have in your strategy. The ability to target a specific audience with products and services they are interested in, whilst providing a bespoke and personalised experience. That with its cost effectiveness makes it an invaluable channel to explore.