On the Go: Sprint to Mobile Marketing Success
Today’s fast-paced world is fueled by mobile device access. Your customers (and you!) are always connected and perpetually on the go. Did you know 81 percent of U.S. adults aged 25 to 34 use smartphones? That means your mobile marketing strategy is as essential to your success as an Olympic speed skater’s ice skates are to the gold
Speaking of gold, The National Geographic Channel (NGC) could have easily medaled for its TV and tablet co-viewing campaign. NGC served targeted ads on Wi-Fi-enabled tablets a few hours before its Abraham Lincoln documentary aired. The content dynamically shifted and changed throughout the show to create relevancy in the moment for the viewer, providing what’s called a “light experience.” What best practices can we glean from NGC’s innovative campaign?
1) Location! Location! Location!
Real estate aside, when it comes to mobile marketing, location is everything. Look at services such as Locaid that allow marketers to establish strategic geofencing around physical locations. Imagine the possibilities for smoothie franchises targeting nearby yoga studio goers. The caveat: Make sure customers opted in and are able to opt out!
2) Tick-Tock, the Mouse Ran Up the Clock.
There’s no point in sending coupons to customers who have fled the scene. Mobile marketing gives advertisers and consumers a short window of opportunity. Act on it. Make sure your incentives are triggered by entrance into a geofenced area or a social network check in.
3) Be Relevant.
Timing, location and relevance were key to the NGC campaign’s success. How? NGC served the ads solely to potential viewers who were 1) at home; and 2) able to tune in to the documentary. Do everything in your power to offer a contextual experience.
For customers, mobile marketing is all about location, time and relevance. For you, the marketer, it’s all about the conversion goal. Take time to sync these goals, and you’ll be well on your way to mobile marketing success.
Want to learn more about mobile marketing? Download the new Vocus guide, “Mastering Mobile Marketing,” today! Download your free guide now.
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