What to Consider When Integrating Mobile Into Your Marketing Mix

Back in the 90's, when it became apparent you needed a website, businesses started throwing a little money at online marketing to test the waters. They bought some banner ads, and maybe put their web address on business cards. Some even had an “online marketing” strategy. But they soon realized that a website and online strategy as a silo can’t be nearly as effective as a holistic strategy. As a standalone marketing channel, a website can bring in some traffic and even conversions, but its real power lies in how it integrates into all the other marketing channels companies are already using.

Mobile is much the same – by itself it can bring in some visitors, convert a few into paying customers. But mobile marketing’s true power lies in how well it integrates with other forms of marketing to drive brand awareness, support the overall marketing plan, and even build brand ambassadors.

What’s better, mobile can easily be integrated into almost any existing marketing campaign, giving it a call to action with detailed analytics to help drive future marketing decisions.

Where Are You Currently Advertising?

Instead of looking at mobile marketing techniques or mediums, the first step is to look at where you are currently spending your advertising dollars. Are you running print, television or radio ads? Do you have billboards? Do you do a lot of OOH (out of home) advertising?

Look at where you are currently spending your advertising dollars and ask yourself how mobile can fit into your current marketing plans. Especially consider media such as billboards or radio that lack the ability to easily track success.

Ways to Integrate Mobile

Think of how you can integrate mobile into your existing marketing strategy much in the way we wondered how we could integrate our website years ago.

1. Mobile-Optimized Website

The most obvious way to integrate mobile is to have a mobile-optimized website. You probably already have your web address on hundreds, if not thousands of items ranging from business cards to billboards. A mobile-optimized website will allow mobile users to quickly learn about your company and products or services.

It’s imperative if you invest in mobile marketing, including any of the strategies below, you direct customers to a mobile-optimized landing page. Sending mobile users to a regular website only frustrates them, and will be much less effective at converting visitors.

2. SMS Marketing

SMS (text message) usage is skyrocketing in the United States. SMS messages are available on virtually every mobile phone made today, and sending a text is often easier and quicker than opening a browser and typing a web address.

Adding an SMS call to action on an ad can drive consumers to act on an offer or promotion immediately. They work extremely well with contests and sweepstakes, but are also a great way to get more information to the consumer about your product or service. They also offer customers a way to “subscribe” to regular updates and promotions from your company.
You simply line on your marketing message like “Text ‘mobile’ to 12345 to learn more about _____”, and the mobile user receives a reply with a clickable link to more detailed information.

3. QR Codes

QR codes (quick response barcodes) are multi-dimensional barcodes that can be scanned by most smartphones using a free application. The codes can contain all kinds of information, but typically include a web address or auto-populate an SMS message.

QR codes are still relatively new, but are gaining in popularity exponentially every month. Many advertisers are using codes customized with their logomark to drive consumers to a more emmersive and interactive brand experience.

Get Started Today

By 2013 mobile users will access the Web more than traditional desktop users. The majority of new phones sold today are smartphones, capable of scanning, browsing and texting. People will be looking at your advertising with a computer in their pocket, how you engage with them is up to you.

Take a look at your current marketing strategy today, and look for ways to incorporate mobile into your marketing mix in the near future. For more information on how to implement any of the strategies above, call 706-298-2738.