The World Has Gone Mobile-Mobile Marketing

The opportunity exists today via mobile systems to have a direct one-to-one relationship with every individual customer in a way that has never been possible before and at a cost that has never been possible before.

We all know that there are now more mobile phones in Australia than there are people. We know that no-one leaves home without taking their mobile phone and that it is seen as a personal and private 'space'.

It is not necessary to 'market' to customers via their phone, by 'engaging' with them instead the results and rewards can be well beyond what can be achieved through any other media. It is important to remember that the customer has given permission to engage directly with them in their personal space and that must be respected.

Your customers have given you permission to contact them via their mobile phone because they want to hear from you. They want to know what is happening with your brand and products. They don't want to be 'sold to' because they are already 'sold'. They are loyal, engaged customers that want to be kept informed.

This goes to the heart of what is different about engaging with customers and clients via the mobile phone: you know that they already have a relationship with your business and that by giving you their mobile number they have said "I am interested and want to hear from you. I am trusting you." If this is the case, and given that it is seven times easier to sell to an existing customer than to a new one... it is time to start talking!

Most Australian business owners and marketing managers, when asked, say they want to start using mobile marketing, but many don't know how or where to start.

The easiest way to 'put a toe in the water' is by using SMS. It is fast, easy, inexpensive, very effective and widely accepted. It is possible to stay in touch with a customer every month for less than $2 per year using SMS. That means putting your brand in their hand, and in their head, every month for just a few cents! If just one of those messages influences their behaviour once during the year then your payback will be very significant. The ROI from SMS engagement is shown to be well above any other form of marketing.

The primary use of the mobile phone is no longer for voice calls, it is for text messaging. In Australia we send, on average, five SMS messages per person every day. It is very widely used and accepted. SMS messages are quick, easy to 'consume', personal, immediate and not intrusive.

Most of us have by now experienced receiving an SMS appointment reminder or a reminder for a bill that needs to be paid. These are personal - they relate specifically to me - relevant and helpful and as such we are happy to receive them. Applying the same rules when thinking about mobile communications with your customers will ensure that SMS messages are welcomed and seen as delivering improved customer service.

A simple "Thanks for purchasing from us yesterday. If you have any questions about your purchase please call us on..." can have a powerful impact on your customers: increasing their loyalty, repeat purchase and recommendation to others. Don't imagine that you must type this out