Decalogue of best practices in mobile marketing

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Ten years ago, when I was meeting with a potential client, I told them: "Think for a moment about what you take when you leave the house: your keys, your wallet, and your cell phone. Everyone carries a cell phone. Take advantage of it and stay in touch with your client through it. Wherever they are. At any time." Back then, mobile marketing was in its infancy, and SMS was practically the only communication channel.

Today, mobile technology has evolved significantly, devices have incredible capabilities, and mobile marketing offers a wide range of possibilities. But, in essence, we're talking about the same thing: the mobile phone is a very personal device that customers carry everywhere and that we can use to communicate with them.

When we consider carrying out a mobile marketing campaign, we should take into account this list of best practices :

Integrating mobile marketing into the company's overall strategy.
Defining objectives . As with any marketing activity, it's essential to define the objectives you're pursuing beforehand in order to focus your efforts on achieving them.
Channel selection . Depending on the objectives, we can use different channels. There are many tools, and not all of them serve the same purpose: SMS, MMS, QR codes, apps, mobile coupons, location tracking, augmented reality. For example:
If we want to encourage customers to come into our store to clear out stock, what better way to do it than by sending a mass SMS to our customers, who already know us, and making them an irresistible offer?
If we sell a consumer product through several channels, don't have direct sales, and want to sell excess production, why not run a sweepstakes with attractive prizes for all customers who purchase our product, simply by sending an SMS? Furthermore, this SMS campaign can build a customer database to support future campaigns.
Customer Seduction . Surprise your customer, tell them what they want to hear costa rica phone number data when they want to hear it. Of course, don't deceive them; lying isn't profitable. Offer them a value proposition they can perceive.
Simple. In general, simple works. The message should be clear and simple, and this way it will be much easier for the customer to perceive its value.
Innovation . Yes, you also have to innovate and surprise your customers. For example, a mobile app that leverages mobile capabilities, augmented reality , or localization. But of course, it must be useful for the customer and easy to use; usability is also very important.
Personalization . Mass marketing is history. Customers decide when and how they receive advertising. Mobile marketing allows for personalized offers for each individual. Let's take advantage of it.
Integration with social networks . Facebook, Twitter, LinkedIn, Tuenti, and so on, social networks are here to stay, and users are on them and using them. Mobile marketing campaigns should integrate these media and leverage their virality to spread their message.
Measuring results . In mobile marketing, you can measure the results of any campaign: messages sent, offers redeemed, apps downloaded or used, mobile web access, purchases made… All of this information is invaluable and will help improve the results of future campaigns.
Loyalty . A one-time sale shouldn't be the goal of any company. Generally, profitability is achieved through repeat sales and building long-term customer relationships. Every mobile marketing campaign should focus on building customer loyalty and making us part of their circle of trust.
11. BONUS . Following this guide, you can launch mobile marketing campaigns with a certain degree of success. However, to get the most out of your investment in this medium, it's best to seek advice from experts who have been running campaigns for years and who can suggest channels, contribute ideas, and, ultimately, lend their expertise to maximize your mobile marketing strategy efforts. At Altiria, we've been doing this since 2002. Ask us any questions .