business messaging blog
The Price of Consumers
Scott Navratil

Mobile marketing is one of the most successful ways to market today thanks to the popularity of mobile devices such as smartphones and tablets.  Often times consumers are chomping at the bit to give their contact information to companies in order to become part of mobile marketing campaigns.  In order for mobile marketing campaigns to be successful, companies must remember a few basic principles, though.  It is easy to become carried away by all the creative ways to reach the mobile market, and many companies forget how obnoxious mobile marketing can become if it is not done correctly, no matter which technique they are using. 

The power of coupons

While consumers often hesitate giving their contact information to companies, companies should never underestimate the power of coupons.  Consumers are always looking for the best deals, and if that requires them to give their email address or phone number, they are likely to do so as long as the deal is worth it to them.  If companies want to experience success through mobile marketing they should make some of their best deals only available through mobile devices.  If consumers know that they will be receiving coupons and special rewards from companies through their mobile devices they will be more willing to give out their contact information.

Consumers are looking for convenience

One reason mobile marketing can be so successful is because of the convenience it provides to consumers.  Consumers are using their mobile devices for just about everything these days because they make life a lot easier in most aspects.  Consumers are more likely to give their contact information to companies and become part of mobile marketing campaigns if it is convenient for them.  Companies should make sure their websites and mobile campaigns are easy to access, especially from mobile devices.  If consumers can easily engage with their favorite brands, they will not only stay with those brands, but promote them to their friends and family ultimately bringing in more business for the companies.

Avoiding an overload

According to Mobile Marketing Watch, one of the biggest reasons consumers hesitate to give their contact information to companies for marketing purposes is because they do not want their mobile devices to be invaded by advertisements.  Once companies have the contact information of their consumers, they must treat it with the utmost respect by not overloading consumers with advertisements.  Consumers like to be in control of the marketing they receive, so companies who give consumers the opportunity to have that control are more likely to gain and keep business.  One way mobile marketers can engage with their consumers is through interactive marketing applications that can be downloaded to mobile devices.  Consumers have full control over applications while they receive promotions for the company leading to a trusting relationship between the consumers and the company.  Once companies abuse the power they receive from obtaining the contact information of their consumers, however, they are likely to see a decrease in business.


Chantel Fullilove

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