Mobile marketing - make the consumer take action

Mobile marketing - make the consumer take action

Content Writer: Aaron Boggs Aaron Boggs President

Beside getting your brand name out there, the whole point of a mobile marketing campaign - or any marketing campaign for that matter - is to incentivize users to purchase your product.

But what many marketers fail to realize is that if you aren't offering consumers some sort of call to action, they're less likely to feel compelled to buy anything because they don't know what to do next.

So, spell it out for them.

MarketingProfs suggests you first take lengths to describe the incentive you're offering. No longer will the mainstream public use mobile for technology's sake, so give them a reason. Instead of asking them to, for example, "Scan this QR code," go the extra mile and say "Scan this QR code to receive 15 percent off your next purchase." Consumers know what they're getting, and if they want the discount, they'll follow through.

Another problem with mobile technology is that not everyone is familiar with it. Especially with older generations, asking consumers to text, say, "Food" to a keyword number like 39482* is problematic because they'll most likely be confused as to whether to add quotation marks in the text. Also, while you know the asterisk leads to fine print at the bottom of an ad, the user may not and will add it in. Find ways to lower the learning curve for people with varying degrees of technological aptitude. 

A fairly obvious pointer - optimize your webpage for the mobile screen. You'll lose customers quickly if they're unable to navigate your site after responding to your call to action.

Try to think like the consumer. "You are not marketing to a device," the news source states. "You are marketing to a person via a device." Do your best to sync your mobile marketing campaign with your larger marketing strategy to create an even flow.

Also, because the goal is to try and interact with your customers over a long period of time, you're going to want to get to know them a little better. It's not good enough to just ask users who sign up for an email newsletter to just provide their email addresses, for example. Find more demographic information by asking for their ZIP codes, birth dates and gender.

Department store chain Bloomingdale's is one example of a company that offers mobile calls to action, using QR codes in its ads that send users to a video outlining its loyalty campaign, Luxury Daily reports. 

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