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Four Easy Tips for Mobile Interaction

There's no question that integrated social media programs generate awareness and buzz, give you a say in the existing conversations about your brand, and allow you to provide immediate customer service. The next step is to not only be social, but mobile as well. Encouraging mobile interaction at the point of purchase with mobile couponing/QR codes and giving users a reason to come back for more with a branded mobile application is key. Integration is crucial ' Brands should leverage their Facebook page, Twitter handle, and existing website to promote/drive mobile initiatives. Here are a few tips for starters: 1. Build your mobile opt-in database Getting people to opt in will allow for testing. This is where you can play with different innovative push messages and optimize high-performers. Tactics like mobile-only sweepstakes and coupons can entice consumers to join, which ultimately increases opt-in rates. 2. Use QR codes Brands can do so much with QRCs, from incentives to building a community, or both: P-O-P example ' Have packaging encourage consumer to scan the code for an immediate discount > QRC takes consumer to your Facebook page > Facebook page prompts consumer to 'Like us'? for a coupon. Now you have a new fan in your database to whom you can push content. 3. Create a branded app your target audience will find beneficial Although I said to create a 'branded app,'? it isn't about pushing your brand agenda. It's about providing a tool that will prove valuable to your target. If it truly makes consumers' lives easier in some way, they will interact with the app more often and thus have longer exposure times with your brand. 4. Mobile loyalty program Build a program where consumers can opt-in to scan their receipt after purchasing the brand's product(s). Give away a free or discounted product throughout their membership depending on frequency of purchase, as with any loyalty program. There's no question that integrated social media programs generate awareness and buzz, give you a say in the existing conversations about your brand, and allow you to provide immediate customer service. The next step is to not only be social, but mobile as well. Encouraging mobile interaction at the point of purchase with mobile couponing/QR codes and giving users a reason to come back for more with a branded mobile application is key. Integration is crucial ' Brands should leverage their Facebook page, Twitter handle, and existing website to promote/drive mobile initiatives. Here are a few tips for starters: 1. Build your mobile opt-in database Getting people to opt in will allow for testing. This is where you can play with different innovative push messages and optimize high-performers. Tactics like mobile-only sweepstakes and coupons can entice consumers to join, which ultimately increases opt-in rates. 2. Use QR codes Brands can do so much with QRCs, from incentives to building a community, or both: P-O-P example ' Have packaging encourage consumer to scan the code for an immediate discount > QRC takes consumer to your Facebook page > Facebook page prompts consumer to 'Like us'? for a coupon. Now you have a new fan in your database to whom you can push content. 3. Create a branded app your target audience will find beneficial Although I said to create a 'branded app,'? it isn't about pushing your brand agenda. It's about providing a tool that will prove valuable to your target. If it truly makes consumers' lives easier in some way, they will interact with the app more often and thus have longer exposure times with your brand. 4. Mobile loyalty program Build a program where consumers can opt-in to scan their receipt after purchasing the brand's product(s). Give away a free or discounted product throughout their membership depending on frequency of purchase, as with any loyalty program. Path:

Mobile Marketing ' Test and Learn

We've been talking about mobile marketing for over a decade now, yet we still don't see the mass adoption for marketers to include mobile in their marketing mix. The share of marketing dollars toward mobile is only 1.8% (MMA market survey 2009), yet it has established itself as a dominant communications channel. Over 200 million Americans own a mobile device and the adoption of smartphones has increased the opportunities for marketers to go beyond text messaging and ring tones to engage with consumers. Given these evolutions, coupled with a recent report showing rapid mobile internet adoption (Morgan Stanley 2009), the opportunity to jump in and learn now seems stronger than ever. So where do you start? Dipping your toes into mobile marketing can be very simple. Here are three easy ways you can get started. SMS is still king - Text messaging by adults is outstripping the growth rate among younger generations. Adoption of text messaging between ages 45 to 54 has increased 130%. Favorite venues for texting are: The movies (58%); loud sports games or concerts (41%); lectures or classes (39%). Marketers can build a communication strategy around their target's lifestyle interests. Test and learn: Try a text to vote to get user input on your product or service. How about a WAP, do you have one yet? Contrary to popular opinion, Americans use the mobile web in large numbers. Actually 15.5% of ALL MOBILE consumers use the internet 'that equates to 40 million people (according to Nielsen). The growth rates are most notable among two segments, young adults 18 to 25 (as expected) and new smart phone buyers. Smartphone penetration in the US is 13.5% of all handsets. Test and learn. Build a WAP page (1). Think about some key information bits you can provide the mobile consumer. Keep it simple. Mobile App: News, weather and entertainment are top categories for frequency and loyalty of usage. This application doesn't have to be an iPhone app. Your application can be created to be utilized by the majority of phones. It can be the coolest apps that enable consumers to search your inventory, create recipes, or your application du jour can be as simple as a game. It might be helpful to ask your consumers how they would engage with your brand and what kind of information your consumer is seeking. Mobile apps development costs can start as low as $5,000. Test and learn. Build a Ping pong game. Good luck, if you're already ahead of the game, let's discuss how we can collaborate to build a robust mobile marketing strategy. Additional resource: http://blog.flurry.com/bid/26376/Mobile-Apps-Models-Money-and-Loyalty sources: Market-research firm, M:Metrics, 2009, CTIA, consumer survey 2008, Research report, Nielsen, 2009

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