In the past, many companies tried to graft digital strategies onto existing offline campaigns. The results were uncoordinated campaigns that failed to make the most out of the opportunities that an integrated approach could bring. They were, in effect, two separate campaigns.
The same thing is happening today, but this time it’s regarding mobile strategies. Here are four reasons why mobile marketing shouldn’t be an afterthought.
Reason #1: It will cost you more
While it’s possible to create a separate mobile marketing strategy around your existing marketing, it will cost you more in the long run.
Because the content and assets required for effective mobile marketing are not the same as for offline, or even digital marketing. Mobile content should be lightweight, adaptable and concise – creating a 200-page PDF whitepaper won’t cut it on a three and a half inch screen.
While content marketing is the new king of the marketing hill, content is expensive and time consuming to create. By creating effective content that can be used across many communication channels and finding multiple applications for it, you’ll use your budget more effectively.
Reason #2: Your campaigns won’t be truly ‘integrated’
Planning campaigns to be multichannel from the start allows the savvy marketer to make the best use of mobile as a communication channel. Marketing synergies can be created by linking offline and online channels through QR codes to drive consumer activity at the point of interaction – be it on packaging, posters, or any other touch point – rather than later on.
The immediacy of mobile marketing increases our ability to influence the customer. In fact, according to the Mobile Marketing Association, 70% of all mobile searches result in action within one hour! Whether that search is driven from offline or digital marketing activity, the opportunity that mobile marketing provides are too great to ignore. An integrated multi-channel approach to marketing will ensure that you capture the broadest possible audience into the sales funnel.
Reason #3: You won’t be taking advantage of the opportunities that mobile makes available
Mobile marketing provides a new set of opportunities to marketers. The hardware capabilities of the mobile devices allow for new approaches to customer interaction.
Not only does the camera on a mobile device enable QR codes, it also allows foraugmented reality experiences, where our message can be overlaid over the real world.
Geo-location is even more exciting. Marketers are now in a position to communicate with consumers at, or close to, the point of sale. Traditional approaches, such as discounts and coupons, can be delivered directly to the consumer as they approach a store, or during the purchasing process.
Reason #4: Purchasing behaviour is changing and mobile is becoming more important
The beauty of a mobile device is that it is with your consumer almost all the time and gives them access to information on the move. As a result, people are changing their browsing habits by accessing information away from the traditional desktop browser.
This change in browsing habits is having an impact on the way people behave offline; consumers are now much more likely to use a smartphone or similar mobile device to inform the purchasing decision. By allowing mobile marketing to be an afterthought, you’re throwing away the opportunity to influence customer behavior at a time that matters most – in-store at the point of purchase.
If you’re still not sure about the benefits that mobile marketing can bring, consider this: mobile internet usage will outstrip desktop usage by 2015, and in the last year smartphone and tablet sales outstripped desktop PC sales for the first time.
By embracing mobile marketing now, you’re not just getting ready for the future, you’re making the most of now. The mobile era is here already; don’t get left behind.