By Steven Gray, Chief Operating Officer, Money Mailer

In this article, you will learn:

1. How mobile marketing solutions are evolving to become most effective at the point-of-sale;

2. How marketers can leverage mobile telephone technology as part of their multi-channel acquisition strategy.

 

From calendars and cameras to e-mail and music, today’s mobile phones have been integrated into our daily lives more than ever before.

Now, as advertisers try to leverage our dependency on mobile technology they can engage consumers more effectively. For example, while at home or in-store, consumers can be presented with opportunities to opt-in to text messages or other marketing programs. Whether the mobile call to action is to enter a contest or sweepstakes, to be notified of special sale alerts, or even to receive a coupon that can be used on the spot, the message can be relayed on in-store signage, on printed coupons sent via mail, through web advertising, e-mail campaigns, in print publications or even product packages themselves.  

In response to the call-to-action, consumers can either text-in, scan a 2D bar code with their camera phone, or surf the mobile web. Then, when the consumer is at the point of sale, the consumer can use their mobile phone to redeem an offer simply by showing a code from their phone to the clerk.

In essence, for the first time, advertisers can now create a closed loop marketing campaign that hits a consumer at three of the most impactful conversion points…in the mailbox, on their PC and now their mobile phone. Since consumers must opt-in to receive these offers from advertisers, they are far more likely to convert to a sale therefore significantly increasing the campaign’s ROI.

Plus, with the cost of mobile marketing being significantly lower than most other mediums, the incremental benefit to the campaign is significant. Common capabilities include SMS text, MMS, Mobile Banner Ads, Mobile Search, Mobile Websites and Mobile Applications. Any and all should be leveraged in direct marketing campaigns. However, mobile is vastly different than the PC and informed marketers are probably better off working with an experienced mobile marketing company with established relationships with multiple carriers than trying to navigate the landscape themselves.

 

Steven Gray became the Chief Operating Officer of Money Mailer in July of 2007. Prior to his appointment, Gray was the Senior Vice President, National Markets at Harte-Hanks Inc., a global leader in the direct marketing industry.

How to Use Mobile Marketing as Part of Your Multi-Channel Strategy