According to statistics recently published by eWeek, social media and mobile marketing currently go hand-in-hand. A study conducted by Millward Brown Digital found that 34 percent of shoppers used their mobile devices while in stores to perform shopping-related activities. Furthermore, 23 percent of shoppers used a social network on their mobile phone while in the store. Almost 75 percent of consumers between the ages of 18 and 44 use a social network daily.
Clearly, mobile marketing is no longer simply the future but is now very much present. One of the biggest challenges that many mobile marketers often face is understanding how consumers utilize social media on their mobile devices. This is certainly understandable, as consumers have largely developed a different relationship with their mobile devices than with other electronic devices. Consequently, the way in which consumers interact with brands on their personal devices tends to vary.
Far too often, marketers tend to assume that the behaviors they observe consumers exhibiting with other devices also holds true for mobile devices. Yet, this is not the case. Hence, marketers should try to understand how consumers interact with brands on their mobile devices, and learn how to develop special campaigns for tapping into the power of social media via mobile marketing.
While consumers do use social media for socializing and entertainment, the report from Millward Brown found that more than half of consumers who access social networks while in-store do so in order to obtain feedback from their peers regarding products and brands. This means that marketers must learn how to funnel the insights gained from consumer use of social media on mobile devices into effective marketing strategies.
Among the most overlooked yet important steps in effective social media marketing in the mobile domain is permission. Relationships with customers are still built on trust. In fact, consumers have become more cynical today than in the past. In order to reach consumers via social media in their personal spaces, i.e. their mobile devices, it is imperative that you take the first step of asking their permission. Obtaining the consent of your customers is vital to establishing trust. Mobile users are aware of how accessible and vulnerable they become via their smartphones and tablets. Do not assume that you have permission. Ask for it and when it is granted, treat it with the respect that it deserves.
Along those same lines, be respectful of your customer’s time. When it comes to appealing to consumers via social media in the world of mobile marketing, it is imperative that you keep your messages short and sweet. Recently, there has been a trend toward longer, meatier content on websites to boost search engine rankings. Do not confuse the two. In terms of mobile marketing, consumers are looking for bite-sized chunks of info that they can consume quickly. Do not waste their time with lengthy diatribes, or you will lose them. While short messages are important, take the time to ensure that they have value. Copy used for mobile marketing purposes should always be clear and concise.
If consumers have a difficult time navigating a site for use while in-store, they will quickly abandon it. For this reason, it is vital that you invest in a mobile optimized website. The implementation of a mobile-responsive design is the best way to ensure that all consumers, regardless of their preferred method of technology, will be able to enjoy a user-friendly experience. Suppose a customer sees your brand or product mentioned by a friend on a social media platform. They go to your website to learn more but become frustrated when the site takes too long to load on their smartphone. They exit not only the site but also the store without making a purchase. A mobile optimized site is an investment, but it is one that is well worth the return on investment it will provide.
Finally, make it a point to stay apprised of what your competition is doing. Social media and mobile marketing are fields that are evolving quickly. In order to stand out from the crowd, you must ensure that your message is unique.
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