On January 9, 2007 Apple, Inc. introduced the iPhone at the 2007 Macworld Convention. Needless to say, millions of lives have changed since that day. From the way consumers engage with sellers, to the way grandparents can engage with their newborn grandchildren, the personal mobile device has impacted our world in ways we could not imagine.
So, here we are seven years later. To some extent, businesses have figured out how to engage with their buyers but as a whole, all still struggle in some way to establish a true 1 to 1 relationship that involves the use of a mobile device. Why is that? I believe, just as with any conversation, you have to know who you are talking to first and which digital channel they wish to receive communications and respond. All communication channels, especially with mobile, are not created equal. As you begin to engage with your buyers via their mobile devices, start by understating your buyer and their needs. Then ensure that the conversation you do establish is one worth continuing.
Below are a few choice mobile channels that could work to kick-off your conversations.
- SMS Opt-In: Consumers can respond to calls-to-action by sending a text message to a short code. For example, they can text “SIGNUP” or their email address to “12345”. And with the mobile channel, opportunities to advertise your opt-in programs exist both in the digital world and in the offline world.
- In-Store Downtime: Consumers play with smartphones while they wait in checkout lines and restaurants. Opt-in requests placed at these common points of inactivity can engage the audience and build your list.
- QR Codes: The square, 2-D bar codesyou've seen in magazines and billboards work as hyperlinks in the offline world. Consumers can scan them with a smartphone to opt-in, download an app, or visit a mobile-optimized website.
- Incentives: Coupons and sweepstakes are powerful tools to help build your mobile list. Offering consumers an attention grabbing incentive either online or in-store opens a conversation with your brand and gives your customer the motivation to opt-in. Many thought leading marketers are going as far as purchasing TV ads to specifically drive people to opt into receiving mobile messages.
- Cross-Channel Promotion: A consumer usually begins the conversation with your brand in one channel, but by cross-promoting your programs you can turn social media followers into email readers and website visitors into SMS subscribers. Promoting your mobile opt-in programs in your emails, on your display ads, and on your Facebook fan page is a no-brainer. And not only can you use other channels to drive opt-ins for mobile messages, but SMS is a great tool to get customers to sign up for offline marketing programs. For example, send a text to get a catalog or to register for an event.
- Cross-Channel Preference Centers: Many companies have launched preference centers that let customers raise their hands to receive certain emails or mailings. But don’t treat mobile as a silo. Be sure that your preference center gives your customers the option to sign-up for relevant mobile messages.
- Social Check-Ins – Logging into social applications which are location aware to share your location with your social community (FourSquare, Facebook, Twitter, etc.)