Mobile Marketing: How to Reach Your Buyers Wherever They Are

social media book reviewsAre you wondering how to use mobile marketing to grow your business?

If so, you might be intrigued by this fun fact: 4 billion people own a mobile phone. (Guess how many people own a toothbrush? 3.5 billion!)

In fact, as I write this article, I’m on a short visit to Kenya, where even a housemaid earning $85 a month routinely uses a mobile phone.

As more consumers use their mobile phones for multiple purposes, marketers like you will have the power to reach buyers at the exact time and place they’re looking for what you offer, explain Jeanne Hopkins and Jamie Turner in their new book, Go Mobile.

Go Mobile covers a lot of solid ground in mobile marketing, and while I cannot go into as much detail as I’d like, here’s a taste of what you can expect.

Authors’ Purpose

Jeanne Hopkins and Jamie Turner have set out to answer your most pertinent questions concerning mobile marketing such as SMS, MMS, mobile display ads, QR codes, mobile websites, mobile apps, location-based marketing and many other tools to increase your business revenue.

Their goal is to remove the shroud of mystery that surrounds mobile marketing so you can get started with your own campaign.

jeanne hopkins and jamie turner

Jeanne Hopkins and Jamie Turner, co-authors of Go Mobile.

What to Expect

If you’re curious to know how large companies and small businesses alike are using mobile to connect with customers in new and exciting ways, then this is definitely the book for you.

go mobile book cover

In this 227-page hardcover, you can expect a thought-provoking read with great tips and ideas that completely demystify the world of mobile marketing. What’s more, the authors have translated all of the heavy “marketing-speak” into a fun, simple, easy-to-read layout that describes:

  • The overall mobile landscape and the best practices used in various mobile marketing case studies (Part I)
  • How to set up your business for success with mobile marketing campaigns (Part II)
  • The various tactics used in mobile marketing such as how to set up a mobile website using SMS, MMS and mobile display ads to attract customers (Part III)
  • B2B mobile marketing and how to measure the ROI of your mobile campaigns (Part IV)

Highlights

Go Mobile is a fascinating book through and through, but my favorite chapters are as follows.

How the Fortune 500 Use Mobile Marketing (Chapter 2)

According to the authors, the biggest mistake that small businesses make is to assume that mobile marketing is for large corporations with huge budgets. Not only is this completely false, but in reality many small businesses that have been successful with mobile marketing started out studying how big companies were using it, and then borrowed the tactics that worked for them.

You too should study companies such as Adidas, Nissan and NorthFace to see what you could apply to your own business.

For example, the New Jersey Nets wanted to create buzz and engagement using Gowalla, so they hid free pairs of virtual game tickets throughout New York City.

The virtual tickets were placed in sports stores, parks and gyms and could be exchanged for real tickets to a particular game. The overall redemption rate was 15.2%, which may seem low, but not if you consider that there were no announcements and no media costs.

two tweets

The Gowalla campaign generated a ton of positive brand sentiment for the New Jersey Nets.

If you work for a hotel, airline, sports franchise, amusement park or any other venue that has leftover inventory during non-peak periods (e.g., vacant rooms, free passes, a new menu item, etc.), this kind of promotion would be ideal.

Not only is the cost of giving away unsold tickets to an event nominal, it would generate a ton of engagement and demand among people who are not your typical customers!

9 Ways Businesses Are Using Mobile Marketing (Chapter 5)

In many cases, mobile phones have replaced the more traditional computer landscape of laptops and desktops and the effects are being felt all over.

For example, where potential customers once stood idle in register lines at the grocery store, today’s consumers are using those free moments connecting to the online world through their mobile phones.

Here are three of the nine ways that businesses (both large and small) are using mobile media to capture these audiences:

  • Short message service (SMS): Create text-to-win contests or voter-based competitions (think American Idol!) to create brand awareness. You can also use SMS to inform your subscribers of content updates or new product information.
  • Multimedia messaging service (MMS): MMS includes not just text but also sound, images, animations and video content. As a marketer, you should be excited that your subscribers can send MMS messages from their mobile phones to your email address. Encourage engagement by inviting them to send a photo, a tune or a short video to win a cool prize or opportunity.
  • Mobile display advertising and paid search: Because the number of people accessing the web via mobile phones is skyrocketing, by placing ads on relevant mobile search engines, businesses are more likely to catch prospects during some part of their buying cycle and convert them into customers.

So no matter the size of your business, keep in mind that mobile marketing offers a variety of opportunities that simply cannot be ignored.

Classic Mobile Marketing Mistakes You Can Avoid (Chapter 6)

As you plan your mobile campaigns, you should be aware of the most common key mistakes that people make. Here are some of them:

  • Treating PC and mobile users the same—mobile marketing requires a different approach in terms of speed, brevity of content, creativity and location options.
  • Failing to recognize the difference in mobile equipment—such as bandwidth limits, charges and fees, keyboard and mouse features, etc.
  • Ignoring mobile’s limitations—small screen, no mouse, no printer, limited keyboard; keep these in mind when creating content for a mobile device.
  • Seeking perfection—trying and trying for that ONE flawless campaign; polishing, tweaking and emphasizing only to come away disappointed. Go out on a limb and the results will provide a benchmark for future efforts.
  • Mobile-spamming your audience—just because it’s easy and cheap to send frequent messages to your audience doesn’t mean you should. Think instead of creating a well-thought-out campaign that sends messages occasionally.
  • Treating mobile as a one-way street—it’s easy to send messages that don’t require a reply, but if you’re looking for interaction, use your mobile list to ask questions or request feedback.
thumbs down

Mobile marketing mistakes are very easy to make. Learn what the common ones are and be sure to avoid them. Image source: iStockPhoto.

Mobile Apps (Chapter 15)

You do not need to build your own app to be successful in mobile marketing. But if you have some extra cash and are feeling a little adventurous, you’ll find that creating an app isn’t that difficult at all—even for non-code speakers.

There are several app development tools for ordinary humans just like you. Here is a sample of them from the book:

  • AppMakr: This browser-based platform allows you to design your own iPhone app quickly and easily. You can even use existing content and social network feeds to create different styles for your app.
  • GENWI: This tablet and smartphone platform allows you to create and manage your online presence on all popular mobile devices including iPad, iPhone, Android and HTML5 apps. Apps can also include revenue-generating capabilities such as ads, coupons and in-app subscriptions.
  • Mippin: It’s one of the easiest platforms for creating an app. It can be used for Android, iOS and Windows and can also provide a lot of flexibility in designing the app.

    mobile apps

    Mobile apps are a bit challenging to produce, but they provide a great way to add value to the business-client relationship. Image source: iStockPhoto.

  • MobiCart: If you have an ecommerce site that you’d like to take to the mobile-sphere, this app builder will link up with PayPal to allow any business or consumer with an email address to securely and conveniently send and receive online payments.
  • MyAppBuilder: For only $29 a month, this platform will create an iPhone or Android app for you. All you have to do is to provide content (e.g., videos, books, etc.). Their experts will also upload your new app to the app store for you.
  • ShoutEm: This platform is ideal for bloggers, students, sports fans, news portals and local publishers. Again, you don’t need to know any code because the experts at ShoutEm will even take care of the iTunes and Android Marketplace submission process.

Personal Impression

Go Mobile is a genuinely important book. It is interesting, fun and compelling. Above all it provides valuable insights into a little handheld device that you and I (and practically everyone in the world) are intimately familiar with, but may not realize how much more we could do with it.

l love that Jeanne Hopkins and Jamie Turner have made it their passion and mission to show us the many wonderful ways that a mobile phone can be used for business. What a discovery!

The way the book reads is like you’re having coffee and conversation with friends—relaxed, entertaining and stimulating. They make mobile marketing seem so doable (and it is!) and you come out feeling pumped up and futuristic, ready to change the world with your phone!

So if you’re serious about mobile marketing for your business, you really must read Go Mobile. It is both priceless and practical. Way to go, Jeanne and Jamie!

Social Media Examiner gives this book a full 5-star rating.

Over to You

What do you think? Leave your questions and comments in the box below.

Images from iStockPhoto.

Tags: , , , , , , , , , ,

About the Author, Patricia Redsicker

Patricia Redsicker writes research reviews for Social Media Examiner. She is the Social Media Manager at US Pharmacopeia, a public standards setting organization. Follow her on Twitter at @predsicker. Other posts by »




More Info
  • $44796859

    Some really pertinent thoughts, Patricia – thanks for sharing! Just one thing… are you sure only 3.5 million people use a toothbrush? ;)  Andrew.

  • Mdsigala

    Yeah, no. I just did my research and its 3.5 BILLION not 3.5 million. To me, that makes a little more sense. 

  • predsicker

    Oops – my bad Andrew, looks like a typo. It would really stink if only 3.5M peeps in the world brushed their teeth ;) Thanks for catching that – Cheers!

  • $44796859

    You’re welcome :) Although as a Brit, the figure is maybe correct for here :P

  • http://twitter.com/jonathan92591 Jonathan Thompson

    Looks like an interesting book.

  • http://DavidTomen.com/ DavidTomen

    Great book review and appreciate making us aware of it’s existence. I’ll definitely be getting a copy!

  • keithdshrock

    Mobile Apps Are On Fire !

    Thanks For The Great Book Tip…
    As We Look To Stay up With This Fast Moving Technology.

    Keith D Shrock -
    Certified Social Marketing

  • http://copymatter.com/ Mustafa Khundmiri

    Thanks for the awesome book review! Gives the much needed clarity.

  • Pingback: Mobile Marketing At Its BestExplosive Results

  • Ed Kish

    Nice post! I think mobile marketing is going to rise along with smartphones.

    Ed

  • http://www.urbanmedia.co.uk/ Urban Media

    Great post! very useful

  • predsicker

    Thanks David! Thanks for reading.

  • predsicker

    You’re welcome Keith. Glad to see you got some good tips out of it :)

  • predsicker

    You’re welcome Mustafa – thank you for reading!

  • predsicker

    I agree Ed. I don’t think there’s a single industry not using mobile apps. Cheers for reading the review :)

  • James Bennett, CHA

    Great introduction, based on your review I know I will be shopping for it later. Also, the article itself looked great on MY mobile phone so …good job!

  • predsicker

    Thanks so much James!! Glad to hear you’ll pick up the book. Thank goodness for mobile-optimized content ;)

  • Godwin omoletu

    Good content. A lot of people still don’t know how to get involved in the mobile trend and the infromation your provided on how to build your own app is very helpful. Continue To Get
    More
    On How You Can Free Yourself Extra Pounds.

  • Pingback: Mobile Marketing: 5 Simple Rules for Launching an SMS Campaign | Patricia Redsicker

  • Steve Wilson

    This is i think a must have or read for everyone, especially the ones who run business and yet don’t even have the word “mobile marketing” or Text Marketing for business in their dictionaries yet.

  • Pingback: 50 Best Internet Marketing Blog Posts of 2012 (So Far) | Search Engine Journal

  • Pingback: 50 Best Internet Marketing Blog Posts of 2012 (So Far) | Social Media Blog Sites

  • Pingback: 50 Best Internet Marketing Blog Posts of 2012 (So Far) | Adaan Buzz

  • Pingback: 50 Best Internet Marketing Blog Posts of 2012 (So Far) « MediaStreet News & Opinions

  • Pingback: Social Media and Small Businesses ~ the perfect mix!

  • Pingback: A Look At Mobile Marketing [INTERNSHIP] | Digital Ethos

  • Pingback: domemarketing

  • Pingback: FTC 2013 Disclosures, What Marketers Need to Know | Social Media Examiner

  • John D. Storey

    Smart phones only make up about %50 of the cell phone market. Apple only has about 11%, so creating something for the app store is really only reaching a small percentage of users. I still believe SMS text messaging will be the best way to implement mobile campaigns. Maybe I’m a little jaded because I switched from App development to SMS marketing for Txtwire, but that was after doing a lot of research about the marketplace. Specially if you are planning on doing anything global, SMS way outperforms smartphone apps in a basis of market share







Check out the Social Media Marketing Podcast!
Check out our Blogging workshop!
Join our Social Media Marketing Networking Club
Download the free Social Media Marketing Industry Report
Check out our sister publication: My Kids' Adventures