The mobile phone is a small gadget that has had a huge impact on our day-to-day lives. It has already
had a profound impact on the way we communicate and conduct ourselves daily. This continues to
be felt as the mobile phone enables new ways to market and new markets in which to transact.
The Internet transformed our world in two fundamental ways: it has given anyone with access to the
Internet the opportunity to interact easily with others (and with companies and brands), and
through search, it has made information easily available. Content and information have become
readily and freely available. Developed as a platform for academics to share information, the Web
has a strong ethos of free content.
Mobile phones are a developing technology, which means that new and better features are being
packed into ever smaller devices, adding to the interactivity and searchability of the Internet with
several fundamental features native to the mobile phone and the way we use it.
While the Internet and the personal computer have had a profound impact on the world we transact
in, it is the mobile phone that presents an exciting opportunity for even more of the world to access
the benefits of these inventions.
owners. The goals are still the same: attract new customers, retain loyal customers, and build sales.
But technology has advanced the tools and tactics that we can use. The smartphone is becoming
your customer’s primary research tool, like a personal shopper in their hand.
Some researchers say mobile devices will surpass PC’s in just a matter of years. However, many
marketers are not yet ready.
Smartphones allow consumers to find your business, be a smarter consumer, and dig deeper. Does
your company have a strong mobile presence? How are you getting your customers in your store,
restaurant or business? How can you embrace new technologies and create more sales?
Vivid Image has created this Simple Mobile Marketing Strategy Guide to help you determine what
mobile initiatives are best for your business. Answer the questions in each area to better understand
your customer’s needs and how you can more effectively reach them through their mobile device. Then take action!
1) Maximize your listings on search directories and review sites
2) Create a made-for-mobile website
3) Utilize location-based marketing & social networking
4) Communicate with customers via opt-in text messaging
5) Bring offline customers online with QR codes
6) Invest in mobile search ads for greater exposure
1 . MAXIMIZE YOUR LISTING SON SEARCH DIRECTORIES &
complete company and promotional information. Google Places, for instance, can be seen on Google
Maps, which comes pre-installed on most Smartphones.
Optimizing your Google listing and other search engines with great content helps your buyers find
you via their phone. Mobile searchers are not just browsing the web, they are ready to buy.
1) Claim or Create your Local Search Profile – Google, Bing and Yahoo want to make it easy
for mobile users to find local business when they are out and about. But marketers must
take the initiative and claim or create their profiles to make sure the information is
available and accurate.
2) Complete your profile - Make your listing engaging and include all information such as bio,
phone numbers, location, hours, directions, and more. Stand out with photos, videos, and
offers to show customers why they'll want to choose you.
3) Ask for Ratings and Reviews – Ratings and reviews are on most search directories, as well
as others like Facebook, Yelp and Citysearch. Encourage (or ask!) your customers to share
reviews on your listings to help build your reputation and referrals.
4) Retain and repeat – Now that you have the main search directories optimized with special
content and testimonials do the same with other smaller or industry-specific search
directories. Be sure to have a system in place for keeping the search directories updated.
Optimize the search directories so when your customers are searching for your type of business on
their mobile device, you stand out above the rest. A combination of rational (facts) and emotional
(testimonials, photos, videos) content will entice searchers to choose you.
now using their mobile phones to surf the internet and look for information and services. It is
becoming increasingly more important to also have a website designed specifically for mobile
phone viewing.
If a customer is trying to access your website on their mobile phone, what do they see? Chances
are, it is cumbersome, hard to read, and lacks the functionality that will help connect them to you.
Mobile phone users expect to make fewer clicks on their phones. Marketers need to remember the
“less is more” rule when it comes to mobile web design. By prioritizing and remembering your
customer needs for quick content, your mobile website can be both convenient to your customer
and produce results.
Mobile websites are designed for easy (and fast) viewing and navigating on a smaller screen.
Simple designs provide more direct access to information that the customer is likely to need while
on the go. Buttons that provide your customer with added convenience could include click- to-call,
Google maps, call me back, show room hours, coupons, and more.
There are many great mobile website options for all different websites: from simple and
inexpensive, to fully viewable Wordpress blogs, e-commerce, and even custom touch-and-swipe
applications. What does your customer want?
Even if you have a community of Facebook fans and Twitter followers, it may be frustrating if
they don’t come into your store and actually buy. Location-based marketing such as
Foursquare Specials, Gowalla, Google Places, and Facebook Deals encourage your followers
and customers to walk into your store, check-in to for specials or promotions, and make a
purchase.
Businesses that use location-based marketing effectively can:
Drive customers who are ready to buy into the place of business
Encourage customer loyalty and reward them for it
Attract new customers thru word-of-mouth
Create add-on sales opportunities
Encourage tagging of friends which increases exposure
Measure check-ins and reward repeat customers
Show customer appreciation or gratitude
Offer special incentives
Get to know customer needs better
Businesses who count on foot traffic can build referrals, customer loyalty, and sales by creating
offers that tie location-based check-ins to their customer needs and wants.
4 . C O M M U N I C A T E W I T H C U S T O M E R S VIA
job to communicate to our customers in the way that is most convenient for them.
Services are available which will allow your customers to opt-in to your text messages. Some tools
that make opt-in text messaging a breeze for marketers include Mobile Storm, CallFire, Constant
Contact’s Live Feedback, and Ez Texting.
Make it convenient –Text messaging can be used to provide convenience to your customer. For
instance, a restaurant could text a customer when their table is ready, or a hair salon could text a
walk-in customer when they have an opening.
Gain subscribers - If you have an email newsletter, companies like Constant Contact offer text to
opt-in to a newsletter list. At the point-of-purchase or as they walk in the store, a sign could explain
how to text in to sign up for the newsletter, which offers exclusive deals and more.
Provide exclusive offers - Retail businesses may create exclusive offers for their customers who
opt-in to the text messages to bring them into the store to create more business. Maybe they are
notified of sales first, or it is a special status tool for them as insiders to the best deals.
If text messaging is your customers’ preferred method of communicating or receiving offers,
consider a marketing program that utilizes this technology.
5 . B R I N G O F F L I N E C U S T O M E R S O N L I N E
or offer easy for the mobile user.
It is simple to create a QR code using free services like Kimtag or even Bing Local. These techylooking
bar codes generate curiosity and interest when placed on print ads, mailers, displays, etc.
The marketer’s job is to strategically place the QR code, create enough interest that customers scan,
and then have an enticing offer that creates a lead or sale.
There are many brilliant applications for QR codes. For instance:
Direct mail or other offline marketing materials–QR codes can be included on a direct mail
piece that can be scanned with a smartphone to bring the user directly to a custom landing page or
special offer.
In-store or Point-of-Sale- QR codes are used frequently for coupons to create in-store traffic.
While in a busy mall or business district, a QR code in the window with a special offer may bring
people in the store. At the point of purchase, a QR code could direct the customer to join an email
newsletter list or like a Facebook page.
Extension of Sales – When a bigger ticket item like a home or car is for sale, and a sales person is
not always present, a QR code can generate interest and provide more detailed information to the
potential buyer.
When used effectively, QR codes can tie in your traditional and digital marketing together for
awesome results.
Google Mobile Ads enhances the searching experience for the mobile user, ultimately
driving more customers to your phone, website, or physical location:
Click-to-call –A clickable phone number within the search ad connects customers with
you instantly.
Location-based ads – Target people who are looking for local businesses by including a
map of the store’s location or even pinpoint multiple locations or branches.
Click-to-download – Customers could instantly download your app from the ad.
Offers – Coupons or offers within the ad can increase traffic to your local business or
website.
Web conversions – Add site links within the ad so customers can make a purchase or
opt-in to online communications.
Mobile search ads may give you the extra boost you are looking for in the search engine
directories. Branded mobile ads with rich-media like video and photo galleries are also
available.
Before starting a Google Mobile Ads campaign, make sure you have already maximized your
free search directory listings and have a made-for-mobile website. If you are already using
Google AdWords, create a separate campaign for mobile devices, including shorter, mobilefriendly
keywords and ads that focus on the mobile users’ needs for quick action.
had a profound impact on the way we communicate and conduct ourselves daily. This continues to
be felt as the mobile phone enables new ways to market and new markets in which to transact.
The Internet transformed our world in two fundamental ways: it has given anyone with access to the
Internet the opportunity to interact easily with others (and with companies and brands), and
through search, it has made information easily available. Content and information have become
readily and freely available. Developed as a platform for academics to share information, the Web
has a strong ethos of free content.
Mobile phones are a developing technology, which means that new and better features are being
packed into ever smaller devices, adding to the interactivity and searchability of the Internet with
several fundamental features native to the mobile phone and the way we use it.
While the Internet and the personal computer have had a profound impact on the world we transact
in, it is the mobile phone that presents an exciting opportunity for even more of the world to access
the benefits of these inventions.
Simple Mobile Marketing Strategy:6 T E C H N O L O G I E S & T A C T I C S
Mobile marketing and social media are changing the playing field for marketers and businessowners. The goals are still the same: attract new customers, retain loyal customers, and build sales.
But technology has advanced the tools and tactics that we can use. The smartphone is becoming
your customer’s primary research tool, like a personal shopper in their hand.
Some researchers say mobile devices will surpass PC’s in just a matter of years. However, many
marketers are not yet ready.
Smartphones allow consumers to find your business, be a smarter consumer, and dig deeper. Does
your company have a strong mobile presence? How are you getting your customers in your store,
restaurant or business? How can you embrace new technologies and create more sales?
Vivid Image has created this Simple Mobile Marketing Strategy Guide to help you determine what
mobile initiatives are best for your business. Answer the questions in each area to better understand
your customer’s needs and how you can more effectively reach them through their mobile device. Then take action!
1) Maximize your listings on search directories and review sites
2) Create a made-for-mobile website
3) Utilize location-based marketing & social networking
4) Communicate with customers via opt-in text messaging
5) Bring offline customers online with QR codes
6) Invest in mobile search ads for greater exposure
1 . MAXIMIZE YOUR LISTING SON SEARCH DIRECTORIES &
REVIEW SITES:
One way to get better results when potential customers are looking for a local business is to make
sure you are providing the big search engines (Google Places, Bing Local, and Yahoo Local) withcomplete company and promotional information. Google Places, for instance, can be seen on Google
Maps, which comes pre-installed on most Smartphones.
Optimizing your Google listing and other search engines with great content helps your buyers find
you via their phone. Mobile searchers are not just browsing the web, they are ready to buy.
1) Claim or Create your Local Search Profile – Google, Bing and Yahoo want to make it easy
for mobile users to find local business when they are out and about. But marketers must
take the initiative and claim or create their profiles to make sure the information is
available and accurate.
2) Complete your profile - Make your listing engaging and include all information such as bio,
phone numbers, location, hours, directions, and more. Stand out with photos, videos, and
offers to show customers why they'll want to choose you.
3) Ask for Ratings and Reviews – Ratings and reviews are on most search directories, as well
as others like Facebook, Yelp and Citysearch. Encourage (or ask!) your customers to share
reviews on your listings to help build your reputation and referrals.
4) Retain and repeat – Now that you have the main search directories optimized with special
content and testimonials do the same with other smaller or industry-specific search
directories. Be sure to have a system in place for keeping the search directories updated.
Optimize the search directories so when your customers are searching for your type of business on
their mobile device, you stand out above the rest. A combination of rational (facts) and emotional
(testimonials, photos, videos) content will entice searchers to choose you.
2 . C R E A T E A M A D E- F O R- M O B I L E W E B S I T E:
Today, having a website viewable on your desktop computer isn’t enough. Millions of people arenow using their mobile phones to surf the internet and look for information and services. It is
becoming increasingly more important to also have a website designed specifically for mobile
phone viewing.
If a customer is trying to access your website on their mobile phone, what do they see? Chances
are, it is cumbersome, hard to read, and lacks the functionality that will help connect them to you.
Mobile phone users expect to make fewer clicks on their phones. Marketers need to remember the
“less is more” rule when it comes to mobile web design. By prioritizing and remembering your
customer needs for quick content, your mobile website can be both convenient to your customer
and produce results.
Mobile websites are designed for easy (and fast) viewing and navigating on a smaller screen.
Simple designs provide more direct access to information that the customer is likely to need while
on the go. Buttons that provide your customer with added convenience could include click- to-call,
Google maps, call me back, show room hours, coupons, and more.
There are many great mobile website options for all different websites: from simple and
inexpensive, to fully viewable Wordpress blogs, e-commerce, and even custom touch-and-swipe
applications. What does your customer want?
3 . U T I L I Z E L O C A T I O N-B A S E D M A R K E T I N G& S O C I A L N E T W O R K I N G:
Location-based social networks are driven by people who like to share their brand loyalty to
their friends thru their mobile devices.Even if you have a community of Facebook fans and Twitter followers, it may be frustrating if
they don’t come into your store and actually buy. Location-based marketing such as
Foursquare Specials, Gowalla, Google Places, and Facebook Deals encourage your followers
and customers to walk into your store, check-in to for specials or promotions, and make a
purchase.
Businesses that use location-based marketing effectively can:
Drive customers who are ready to buy into the place of business
Encourage customer loyalty and reward them for it
Attract new customers thru word-of-mouth
Create add-on sales opportunities
Encourage tagging of friends which increases exposure
Measure check-ins and reward repeat customers
Show customer appreciation or gratitude
Offer special incentives
Get to know customer needs better
Businesses who count on foot traffic can build referrals, customer loyalty, and sales by creating
offers that tie location-based check-ins to their customer needs and wants.
4 . C O M M U N I C A T E W I T H C U S T O M E R S VIA
O P T-I N T E X T M E S S A G I N G:
Text messaging is quick and easy and often used more frequently than talking on the phone for
some people, especially in the younger demographic or even their parents. As marketers, it is ourjob to communicate to our customers in the way that is most convenient for them.
Services are available which will allow your customers to opt-in to your text messages. Some tools
that make opt-in text messaging a breeze for marketers include Mobile Storm, CallFire, Constant
Contact’s Live Feedback, and Ez Texting.
Make it convenient –Text messaging can be used to provide convenience to your customer. For
instance, a restaurant could text a customer when their table is ready, or a hair salon could text a
walk-in customer when they have an opening.
Gain subscribers - If you have an email newsletter, companies like Constant Contact offer text to
opt-in to a newsletter list. At the point-of-purchase or as they walk in the store, a sign could explain
how to text in to sign up for the newsletter, which offers exclusive deals and more.
Provide exclusive offers - Retail businesses may create exclusive offers for their customers who
opt-in to the text messages to bring them into the store to create more business. Maybe they are
notified of sales first, or it is a special status tool for them as insiders to the best deals.
If text messaging is your customers’ preferred method of communicating or receiving offers,
consider a marketing program that utilizes this technology.
5 . B R I N G O F F L I N E C U S T O M E R S O N L I N E
W I T H Q R C O D E S:
QR codes bring your customer from an offline place, to your website, creatively tying together your
traditional marketing and digital marketing efforts. Scanning a QR code makes getting to a websiteor offer easy for the mobile user.
It is simple to create a QR code using free services like Kimtag or even Bing Local. These techylooking
bar codes generate curiosity and interest when placed on print ads, mailers, displays, etc.
The marketer’s job is to strategically place the QR code, create enough interest that customers scan,
and then have an enticing offer that creates a lead or sale.
There are many brilliant applications for QR codes. For instance:
Direct mail or other offline marketing materials–QR codes can be included on a direct mail
piece that can be scanned with a smartphone to bring the user directly to a custom landing page or
special offer.
In-store or Point-of-Sale- QR codes are used frequently for coupons to create in-store traffic.
While in a busy mall or business district, a QR code in the window with a special offer may bring
people in the store. At the point of purchase, a QR code could direct the customer to join an email
newsletter list or like a Facebook page.
Extension of Sales – When a bigger ticket item like a home or car is for sale, and a sales person is
not always present, a QR code can generate interest and provide more detailed information to the
potential buyer.
When used effectively, QR codes can tie in your traditional and digital marketing together for
awesome results.
6 . I N V E S T I N M O B I L E S E A R C H A D F O R G R E A T E R E X P O S U R E:
To take local search to the next level, consider targeting potential mobile shoppers in your area
through paid advertising on search engines like Google Mobile Ads.Google Mobile Ads enhances the searching experience for the mobile user, ultimately
driving more customers to your phone, website, or physical location:
Click-to-call –A clickable phone number within the search ad connects customers with
you instantly.
Location-based ads – Target people who are looking for local businesses by including a
map of the store’s location or even pinpoint multiple locations or branches.
Click-to-download – Customers could instantly download your app from the ad.
Offers – Coupons or offers within the ad can increase traffic to your local business or
website.
Web conversions – Add site links within the ad so customers can make a purchase or
opt-in to online communications.
Mobile search ads may give you the extra boost you are looking for in the search engine
directories. Branded mobile ads with rich-media like video and photo galleries are also
available.
Before starting a Google Mobile Ads campaign, make sure you have already maximized your
free search directory listings and have a made-for-mobile website. If you are already using
Google AdWords, create a separate campaign for mobile devices, including shorter, mobilefriendly
keywords and ads that focus on the mobile users’ needs for quick action.