Mobile: the next big marketing opportunity

Nov 21, 2017

Everywhere we look these days, we see people on their phones. These devices have changed the way we live, how we find information and communicate. Over the last five years, smartphone adoption rates have skyrocketed, and according to a recent study, 80 per cent of Canadians own a smartphone.

Recognizing this, advertisers are targeting ads directly to the mobile devices of their consumers. Mobile marketing represents the only area of opportunity and growth of marketing spend.

Today, consumers are using an app to order a coffee that’s prepaid and getting a text when it’s ready. As individuals and organizations, we have many opportunities to use mobile technology for connection, fun and growth. Make your mobile marketing entertaining so that consumers will remember it more than the product or service they purchase from you. The overall experience is important to modern consumers.

Is your website ready to receive mobile visitors?

The most important thing your business can do is make it easy for someone to access your website via a mobile device, where they can then contact you to place an order, find your address, or peruse your menu. Most build-your-own-website services allow you to create mobile sites, and if they don’t you should look elsewhere.

Ensure that your website has proper titles and metadata, so that people searching online for you can easily find your offerings and your business. Consider what some simple video content can do to help visitors find and understand your offerings. Google your business and make sure that your Google Business Listing (a free service) is up-to-date and respond to reviews everywhere you find them: Yelp, Facebook, or Trip Advisor, for example.

Our team often gets asked about how to respond to negative reviews and we have two rules: own the customer experience and stay positive. Whether or not a poor experience was directly a result of your business or staff, when others see you owning the experience and making an effort to improve it, you’ll be much better off than if consumers just read negative reviews.

Are you social? Fun? Engaging? Adding Value

Having a social media presence for your business sounds like a lot of work, but it doesn’t have to be and can be a real no-brainer. Use visuals and, whenever possible, post video content that is meaningful or fun.

Ask the audience to tell you what they want. People who take the time to follow you or your business online actually want to engage, but not just about new products or daily menu specials. Make it a two-way conversation. Ask questions, leave comments, give your audience what you would want for yourself and add value to their lifestyle by sharing valuable content and starting meaningful conversations.

Are you compelling action from customers?

Create incentives that compel customers to act to fill the seats or push key products. Your business can continue to make money while providing compelling offers and incentives. You need control and measurability. Digital offers on consumers’ smartphones have redemption rates 10 times higher than print coupons like the ones in the weekend paper.

There are a lot of companies out there assisting businesses with digital offer,s but the best option is the one that doesn’t take your revenue or force you to make deep discounts that could hurt your business. I started GetintheLoop to solve this exact challenge by providing businesses an easy-to-use mobile solution to provide incentives to consumers.

- Matty