How to contact mobile customers

It cannot be denied that mobile marketing is no longer a pipe dream – it is a necessity of the present. 2015 was the first year in which mobile search overtook desktop search on Google, and the trend towards mobile search shows no signs of slowing down. In 2016, more than two billion people worldwide own a smartphone. It is important for businesses to find ways to connect with their customers via mobile devices.

Indeed, mobile marketing is particularly important for local businesses. Amazon has started using delivery drones to guarantee same-day delivery on certain items, and that means brick-and-mortar store owners have lost one of the few advantages they had over online retailers. For this reason, here are some ideas on how to connect with your customers via mobile devices.

Activate mobile payment options

Mobile wallets – apps that allow customers to carry their financial data, including credit cards, on their smartphone – are becoming increasingly popular. In 2015, 12.7% of all mobile users in the United States used some form of mobile wallet, and this figure is expected to rise to 20% in 2016. Mobile users want to take advantage of the convenience and flexibility of mobile payments. Even if adopting mobile payments doesn't seem like a marketing action, it can actually help you attract new customers. Once it gets out that people can use their mobile wallets at your establishment, you might have an edge over your competitors who haven't yet caught on to the trend.

Use text message (SMS) marketing

Text messaging is one of the least utilised forms of marketing – which is surprising, as it is also one of the most effective. Text message open rates are at almost 99% – considerably higher than email open rates, which for most companies lie between 20% and 25%. An open rate of 99% means you can be practically assured that everyone on your mobile list will see your message. This makes text messaging an ideal method for informing people about sales and special offers, distributing coupons, and much more.

Use location-based technology

Another popular trend in mobile marketing is the use of geo-targeting to reach customers when they are in the vicinity of your business. For example, with geo-targeting, you can send an automated message to a customer who is in the car park, alerting them to a sale or promotion that might interest them. You can ping customers when they are in your neighbourhood and get them to come into your shop. Equally exciting is the thought that you could use mobile technology in reverse to notify you when a valued customer enters your shop. Personalised service is becoming increasingly important in local retail. Imagine being able to greet a customer at the door with a tablet that shows you their purchase history and preferences. This way, you can provide concierge-level service without much effort - and that's something that can make the shopping experience in your shop preferable to online shopping.

Tailor your marketing material to mobile users.

The pinnacle of mobile marketing used to be having a website that automatically adjusted to the device it was viewed on. However, for today's sophisticated mobile users, that might no longer be enough. The truth is, people perceive content on mobile devices differently to how they do on computers, and your marketing should reflect that. For instance, single-column emails are very easy to read on mobile devices, while multi-column emails can present a challenge as users have to scroll both horizontally and vertically. By tailoring your emails for mobile users, you'll see a better open rate – and a higher conversion rate – than you otherwise would.

Engage mobile customers with video

Previously, smartphone users had to pay for massive data plans in order to watch videos on their phones. Nowadays, however, many mobile phone users are connected to wireless networks, making it very easy for them to watch videos on their mobile devices. For this reason, it makes a lot of sense to target mobile customers with videos on sites like YouTube, Vimeo, and Snapchat. Video marketing is very popular and is one of the most frequently shared forms of internet content, making it a natural choice for businesses looking to reach mobile users.

Create a mobile app

You may have heard that developing a mobile app is expensive. It can be, but it's also one of the best ways to connect and engage with mobile customers. Many companies today have developed and sell mobile apps to make it easier for their customers to shop with them without having to visit a website. For example, pizza delivery businesses like Pizza Hut and Dominos have apps that allow customers to place orders directly from their mobile phone. Depending on the business, you may need to get a bit creative when designing your app to create something that your customers will find useful. But it is worth the time, effort, and money. Mobile customers appreciate businesses that cater to them and will welcome an app that allows them to visit your business.

Use social media wisely.

Instagram is one of the most popular mobile apps in the world. In the past, the advertising programme was criticised because it wasn't possible to place a link in an ad. However, this has changed, and Instagram marketing is now accessible to the general public. Instagram also offers advertisers access to Facebook's psychographic data (hobbies and interests), making customer targeting easier than ever.

Regarding Facebook: Another good option for mobile advertisers is to use Facebook's „Call Now“ button for mobile ads. This button is ideal for local businesses that want to get customers to call them. It inserts a button that allows people viewing the ad on a mobile device to call your company with a single tap. This is a great way to encourage mobile users to make a call to ask questions or book appointments.

The conclusion is that mobile marketing will be hugely important in 2016 and beyond. The companies that make the most of the trend now will be the most likely to succeed in the future – while their competitors try to catch up.