The mobile medium is retails best tool for customer acquisition, profiling and retention.How does a retail business practically engage the mobile consumer ? Are their examples of such businesses that have a marketing strategy that is mobile ? Should they have a mobile marketing strategy ?
No, its not a rhetorical question! The mobile phone is not only personal, but is being personalized even more thereby creating an opportunity for unique, individual and personal marketing campaigns. Smart retail marketing campaigns must include a mobile strategy by adding SMS short codes, creating mobile sites to complement existing online stores, and perhaps in the future of our market creating applications that offer a unique shopping experience.
When developing a mobile campaign, key to its success is providing multiple entry points into the campaign and allow products to access a larger audience. For a market like ours opportunities lie in using, Voice, SMS , USSD and WAP.
SMS marketing and Mobile Web.
Mobile marketing has to evolve from the use bulk sms to a random list, to using targeted listings, banner ads and click to buy options that enable direct retail. Shortcode campaigns are high on context awareness and relevancy, as they tap into the mobiles unique features of convenience and ability to deliver timely messages.
Sending a keyword to a short code is the main method used in SMS campaigns. You can SMS to opt-in or subscribe to a message delivery service, or you can SMS and Opt-in to a competition. its the best opt-in mechanism as all phones can accept and send SMS. This medium makes sense due to its immediacy and ability to target to the individual. SMS is also an easy service to use.
Benefits of an SMS campaign would be:
- acquire customers
- improve customer loyalty
- build your brand
- drive sales
You can use multiple keywords to segment customers . A text to opt-in method allows you to collect data on your customer that you would otherwise have not had. Segmenting your customers into user profiles, allows you to create products that are relevant to them. Use of a text campaign should focus on building a database for future re-marketing. Case in point KTN’s text to win a car campaign. Employs the various strategies of using separate keywords for different TV shows, thus acquiring a customer profile for each of the shows running the campaign.
Mobile web offers the consumer the opportunity to view timely offers on the go. The goal for a retail mobile strategy is to allow users to engage & interact with content how they want, and when they want. The mobile web can and will act as a mini portable store, this brings the concept of going to your customer to life.
The goal for any mobile strategy is to ensure that the customer is at the center of all communications. The mobile retail market will move from primarily a digital content sales channel such as ringtones, games etc to a rich ecosystem of mobile commerce platforms selling goods and services outside of the mobile environment
Glossary of terms:
USSD-USSD (Unstructured Supplementary Service Data) is a technology used by the network to send information (usually text menus) between a mobile phone and an application on the network. USSD will allow you to request information in short codes (starting with * and ending with #), or via your phone i.e *144# for checking your airtime