Mobile marketing is still a relatively new phenomenon, especially for companies that are outside of the typical “tech” sector. As a result, many organizations are just starting to open up to the possibilities of connecting with customers via mobile devices.

As is so often the case, in a new and fast-growing market, there are many advertisers who are taking a short-term, fly-by-night approach to mobile marketing. Specifically, too many companies are focusing on the simplest, superficial interactions with customers. They’re trying to get customers to click a link or watch an ad on their mobile devices. And if a customer doesn’t want to “buy now” they simply don’t count. These companies are taking a “one-night stand” approach to getting a short, superficial interaction with customers, instead of building a “long-term relationship” based on committed, higher-value interactions over time.

Here’s why the “one-night stand” approach falls short: instead of being a one-time interaction, mobile marketing can also be an entry point to a deeper relationship.

Think about your customers. Do you usually sell to your customers only one time? Probably not, right? Most customers (ideally) are going to come back to you for repeat purchases. The most profitable customers keep coming back again and again, and tell their friends about you.

So instead of designing your mobile marketing as a one-off production that is targeted at users who are ready to buy, think about the purchase life cycle of your customers and use mobile marketing at every stage:

• How can you use mobile marketing to encourage trial? Can you offer a free trial of your product, and build ads that run on other apps? Instead of asking for a sale, just try to get a foot in the door with the customer by getting them to sign up for a trial. Once a customer gives you permission to talk with them, you have a much wider range of tools at your disposal to move them through the purchase lifecycle.
• What will customers purchase on their mobile and when? Think about your customer’s mindset when using a mobile device. What are they searching for or in need of when they’re using a mobile device? How can you put an offer in front of them, at the right time, that connects with their specific buying need?
• How can you get your customers to opt-in to a longer relationship in social media? Instead of putting just a single offer in front of your customers, and encouraging them to click through or make a purchase, what if you made a less direct (but potentially more lucrative) offer to get them to follow you on Facebook, Twitter or other social media? Instead of getting the customer’s attention for a single offer, mobile marketing can open the door to put many more offers in front of that customer via social media. And when customers follow you on social media, you have the potential to interact with them and enlist their support in spreading the word about your products in a way that goes far beyond a one-time click or purchase.
• Can you use mobile to improve the post-purchase experience? Is your company doing a good enough job of marketing to your existing customers and users? What happens to your customers after they buy from you? Are you ignoring your customers, or are you following up with them and continuing to engage and benefit from their attention? For example, what if you could use mobile marketing to conduct customer satisfaction surveys? Or provide upgrades? Or respond to customer inquiries or support requests? Whatever kinds of information you would love to get from your customers, after they have made the purchase, mobile marketing can help extend the invitation to them. For example, by inviting customers to participate in a survey, or test new product features, or get special offers on additional purchases.
• Just like any other form of marketing, mobile marketing has the ability to build lasting, profitable relationships with customers. As mobile marketing continues to evolve, the biggest rewards will go to those marketers who think beyond “cost per click” and start thinking about “cost per relationship”.

What’s your take on this? How are you using mobile advertising at each stage of the customer purchase life-cycle?

 

By Ryan Morel