business messaging blog
Four keys to success in mobile marketing
Scott Navratil

Mobile marketing is no longer something reserved for big brands and corporations. As mobile technology continues to develop a greater percentage of local businesses are getting involved with mobile marketing. With so many businesses vying for consumers’ attention via mobile, it’s easy to get lost in the crowd. Fortunately for your business, many who are investing in mobile marketing are jumping in without knowing what they’re doing. By following these four keys to success in mobile marketing, you can ensure that your business stands out in the mobile arena.

Understand “hypertasking”

Mobile has changed the way that people do just about everything. Multitasking is now a thing of the past. Today consumers are “hypertasking.” They are checking emails, sending texts, paying bills, watching videos, playing games, and browsing the internet all simultaneously. The challenge for marketers is to capture and hold the consumer’s attention even if it’s just for a few minutes. In order to hold consumers attention, mobile marketers need to offer consumers something with inherent value. If the user doesn’t perceive relevance or value in an advertisement, chances are it won’t produce the desired effect.

Think like a customer

This is good advice for all marketing channels but especially mobile. It’s easy to think like a marketer or business owner but it’s much harder to put yourself in your customers’ shoes. It’s no longer enough to just know what your customers want and give it to them. To really stand out in the mobile arena you have to predict what your customers want and need and offer it to them before they even realize they want or need it. For example, you can use SMS to offer convenient services to your customers such as appointment reminders and shipping updates. By taking a proactive approach to mobile marketing customers feel appreciated and valued.

Tailor your content

A “one-size-fits-all approach” might work with other marketing channels but it isn’t very effective with mobile.” That’s because people interact with mobile in many different settings. You can reasonably assume that most people viewing a TV advertisement are sitting in the comfort of their own home. A radio listener is most likely driving in a car. But a mobile customer could be anywhere doing anything. Marketers need to take into account the different settings consumers might be in and tailor content accordingly.

Capitalize on opportunities to connect

Today, more and more consumers report that they prefer to communicate with brands via text. It’s convenient and less intrusive than a phone call. Businesses that are learning to handle customer service via text are retaining more customers than those that don’t. For example, banks can alert people to suspicious activity on their account via text. If it’s a false alarm, there’s no harm done, the consumer was hardly interrupted and is most likely grateful to bank with a company that watches out for it’s customers.


Chantel Fullilove

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