The mobile phone has become an essential tool, not only in our work but also in our life in general. Moreover, if we add to this the increase in the features of the terminals (connecting to the internet, receiving mail, downloading applications…), we can categorically state that in addition to having users with a powerful tool in their pocket, companies have the opportunity to have a direct line of connection with potential customers. Now, you just have to find the best strategy to reach them at the right time (without being tiresome) to convert the potential into a real project. Sounds easy, doesn’t it?
If you want my opinion, it is not easy at all to do it well. Some people ‘jump into the pool without knowing if there is water’ … who does not know how to send an SMS? or who is not quasi-expert in the use of mobile phones? Well, think that all poorly focused advertising can be counterproductive for the brand. Just think about one thing, if it were that easy, do you think there would be people who would train for years at university, then get a master’s degree, work experience and years of studies? Well, that’s it… before doing anything, we have to analyse well what we want our objective to be, who we want to reach, what reaction we want to obtain from the user and what is the path we have to follow until we get the sale and therefore the profit that maintains our business: a path of brain racking (the more analysis, concentration and care we dedicate to this phase, the better the results we will obtain. That’s why my advice is: Don’t rush!!!)
Types of mobile advertising actions
I am going to tell you about some of the mobile advertising actions that you can tackle depending on your objectives and the type of business you have:
- Customer service. Travel agencies have long used these media to confirm a pending reservation to their customers; some car repair services also use this method to notify their customers that their vehicles have been repaired and the corresponding amount. Bear in mind that the satisfaction of our customers will provide us with their permanence which, although it is not a new funnel, is a recurring source of income that we must conserve and maintain.
- Proximity marketing. This consists of sending SMS via Bluetooth (or other means) to anyone who passes near the company or business. It is a good option in busy shopping centres or areas. It is a way to focus our advertising and take advantage of the proximity public. It is not proven that the ROI is high, but if your business requires presence you will have direct access to users who are close to you and therefore potential customers.
- Competitions and promotions. In this case, the user can interact with the advertiser or promoter. An example is the case of programmes such as Big Brother, The Voice or similar programmes in which users can vote via their mobile phones. With the introduction of Smart TVs, Social TV has been born. Remember, it is all about being in the lives of your users, and in the digital age, if you give them the opportunity to participate with their opinions and interactions, the user will ‘have you in their prayers’ at all times.
- Games, advertisements, logo downloads, music, tunes, etc.
- Other technologies. Among them, we can highlight BIDI codes or geo-positioning. I personally like this option quite a lot. More and more people have internalised the idea of obtaining information by scanning a BIDI and now, with the time we are living in the COVID 19 pandemic, where the hotel industry, among other businesses, have had to replace their cards with these solutions, the implementation and use of BIDIs is becoming more and more consolidated… but why do I like this option? Because it is relatively cheap and you can get a lot of information: schedules, geolocation and different analytics that can help us to focus our campaigns, blessed Big Data, how wonderful when you work with a little more light…!
But what possibilities do we have in mobile advertising?
- SMS marketing. SMS campaigns are easily perceived and reach the consumer directly, as well as being a very economical technology. We have all received this type of advertising, for example, from fashion shops sending discount coupons for your next purchase.
- MMS marketing. Similar to SMS, but a little more unique, as it can incorporate multimedia files. With the universal use of instant messaging platforms, they are increasingly out of use.
- Mobile applications. They allow faster and easier access to the necessary information without the need for authentication data. They also have the advantage of being able to incorporate push notifications . This provides a greater user experience and is therefore increasingly rewarded. Remember that the digital user is looking for speed and ease in processes, it is up to you to make it easy for them.
- Bluetooth marketing. Proximity marketing can be an excellent way of presenting information according to the data provided by these devices. Widely used in shopping centres.
- Mobile Internet Ads. Similar to common ads (Google ads, Facebook…), but adapted to the smartphone format. What is known as responsive design.
- WhatsApp marketing. Although there are other instant messaging platforms, WhatsApp has become the standard in Spain. This option is growing every day as this platform is implemented in a high percentage of users.
As you can see, we have a wide range of options to reach our target audience, but remember, before tackling the campaign you have to make a good marketing plan to avoid losing the opportunity to achieve our goal, think that sales is like love … it can be easy to get, but the complicated thing is to keep … So when you get quality customers.
