Written by: Johann Barnard
With mobile phones now connecting the majority of South Africans, this presents an opportunity to use this platform to build your new business pipeline.
There are a number of considerations before embarking on a mobile marketing campaign. We have previously discussed some of the legal aspects of direct marketing that you need to be aware of.
That aside, Lynette Hundermark of mobile marketing agency Useful & Beautiful suggests that a strategic mobile approach that forms part of the connected customer experience can help your mobile marketing drive sales.
A mobile optimised site is key
In South Africa, a mobile optimised site means also catering for all types of phone users, both smart and non-smart phone users. If approaching a responsive website (which caters for smart phones only) your web site must be set up to still display the important marketing, product and contact details within a simple browsing experience. Alternatively, you can create a mobi site to cater for all types of users.
To display correctly on smartphones, your web site should either use responsive design that converts easily for mobile browsing, or it should be a rich mobile site that retains the visual elements and functionality of your site.
Choosing which route is best depends on your audience – if you’re targeting high-end consumers it is safe to assume they have a smartphone. You can then focus on a responsive or media rich mobile site.
Location, location, location
As with any marketing activity, it is important to know your audience. Mobile phones, smartphones especially, have location-based technology that can be used to target consumers when they’re in the vicinity of your store.
This location information can be based on prior sales to customers who you wish to attract back through special deals and offers, or can be used to push advertisements to them on various platforms once they are in your vicinity.
It is far easier to sell to buyers conveniently located to your store, so location should always be your primary goal in mobile marketing. After satisfying this consideration, you can then use other personal preference and profile data to market to consumers who you know have an interest in your product or service.
Loyalty CAN be bought
The mobile phone offers many compelling features that can be used to draw customers to your store. One of these is to use the phone to reflect and redeem loyalty programmes such as simply offering a free cup of coffee for every 10 bought, or a more complex loyalty points system.
The one important consideration is that the mobile interface has to be linked to your central loyalty system to offer a seamless, paperless, experience.
Simplify the payment puzzle
Online and mobile payment, as well as the delivery of goods, are often raised as an obstacle to offering an online shopping facility.
This can be overcome with surprising ease: offer a ‘click and collect’ or ‘reserve and collect’ option. This allows the customer to choose their purchase on your web or mobi site, but to only pay for the goods when they collect them at your store.
This removes the pain of setting up a secure online payment system, and can convert shoppers who are hesitant to pay online even if you have a payment option on your site.
Email is one of the top activities on a phone and the content of newsletters needs to be presented in a way that can be easily viewed on a mobile device. The email newsletter should also have calls to action that direct a customer to the mobile optimised site.