Marketers Need New Mobile Marketing Tools That Let Them Overcome The Missing 1%
First we talked about the fact that there exists a missing 1%. Then we talked about what’s causing the missing 1%. So now, let’s get down to the business at hand; how does one increase mobile conversion rates and overcome the missing 1%? The short answer is this: awareness, desire and tools.
• Awareness: To overcome the missing 1% in mobile commerce conversion rates, one first has to be aware and acknowledge there is a problem. This is the easiest step of the three. Between all the Internet noise about launching a mobile site, with Google’s Mobilegeddon, and with your own analytics, you should be well aware of the mobile problem.
• Desire: Now you have to steel yourself to the fact that your mobile problem wasn’t solved by your implementation of a mobile optimized site. Notwithstanding the fact that many of you already launched a 1st generation mobile site and/or a responsive site, you’ll still have to come to grips with the fact that this alone didn’t solve the problem and that you are going to have to invest time and resources to eliminating the missing 1%. And we really want to partner with you to get you over the hump…
• The Tools: Ok, you’re ready to eliminate the missing 1% and to blow your mobile conversion rates out of the water. You’ll need special tools to make this happen though and these are the tools you’ll need. And that is where mPower comes in.
First, you will need an SMS marketing tool. You NEED to be able to engage your mobile customers through text messaging. Why? Because text messaging is instant! Think of text messaging as the mobile marketing equivalent of Twitter! Something happens – a micro moment occurs out there… and you can respond instantly. Text message based marketing allows marketers to utterly master the time component of mobile marketing because you can send a quick SMS instantly, at any time or moment. And, as the image to the right shows, your message will get opened in a timely manner
Next, you will need a location-based marketing tool. The essence of location based marketing involves geo-fences and/or iBeacons coupled to push or text message based notifications. For those who are not familiar, geo-fences are computer-defined ‘fences’ – typically circular – around a very specific latitude/longitude or address. You need to create your geo-fences; indeed you’ll need a whole geo-fencing strategy. We at mShopper developed a proximity marketing framework to help with this. First, if you’re a click and mortar retailer, think about your locations. Then, think about your competitions’ locations (how much fun will this be?). Finally, think about all the extraneous locations that are relevant to your customers’ lives. An example here is a fan gear site. You’ll definitely want to fence all teh relevant stadiums and arenas, right?
Once you’re ‘fencing’ strategy is in place, you’ll want to ‘couple’ your fences to targeted notifications – marketing message/impulse generators such that the message is transmitted when your would-be customer ‘enters’, exits, or even loiters within the associated geo-fence. Oh, and you’ll need an app…we’ll talk alot more about the app portion of this equation – and he we solve that conundrum for everyone. But, if you don’t want to wait, then feel free to contact us at your leisure!
Finally, you need an impulse generation tool. This is a tool that lets you schedule and/or instantly create promotions, deals, flash sales, coupons, private events, etc. It is very important to remember that your impulse generation offers should never operate in a vacuum and must always be transmitted in tandem with space and time. To succeed in mobile marketing, your brand must be present at the appropriate moment of space and time. You need to be there when your customers turn to their to take action – those “I-want-to-know”, “I-want-to-go”, “I-want-to-buy”, and “I-want-to-do” moments that saturate all of our day to day lives. If your impulse generation offers are received in this context – at these moments of space and time – you will do amazingly well precisely because you are helping your customer. If you impulse generation offers are received outside of this context and seen as poorly times spam invading our most personal device, then your brand could suffer.
mShopper developed mPower with all this in mind. Our cloud based platform includes everything you need to succeed in this brave new world of mobile marketing and engagement including mText™, our time mastering text message solution, mPlace™, the world’s only self-service, cloud based proximity marketing tool that doesn’t require that you have an app, and mPulse, a diverse impulse generation tool.
Of course, there are two other critical pieces to the puzzle. First, you need to build a database of permissioned mobile phone numbers, and second, you need an app, or access to an app. We will discuss these in our next postings, so stay tuned. Of course, if you absolutely cannot wait because your overwhelmed with anticipation, then you can learn by giving us a shout. We would love to give you and your team a personal demonstration at your convenience.