Now when almost everyone who carries a smartphone is constantly browsing the Web on the move, companies cannot afford to ignore the benefits of mobile marketing.
The companies that have already established themselves as key players in the industry can still afford to relax a little, but the small and medium enterprises do not have that luxury. Each day, they spend not using the mobile marketing strategies to their benefit they are letting other companies topple them and leave them way behind the curve.
Let us look at some companies that successfully ventured into mobile marketing.
1. Turning the Old Into the New
Recently, publishing giant Dorling Kindersley teamed up with AKQA, which specializes in digital communications. The main purpose of that partnership was to make the bestselling The Human Body Book compatible with the iPad. Not only did AKQA manage to change the format of the book in a suitable way, but it also used creative techniques, such as making the entire reading highly interactive by letting the user finger swipe images and then render them on a 3-D model to get highly detailed representations of the human body. The way AKQA used the digital expertise to make the DK brand accessible to the new age tablet base is highly commendable.
2. Charting Uncharted Territory
One of the most innovative mobile marketing companies, iCrossing, took up a project for the furniture brand Ashley Furniture. The company does not have an online store due to the licensing framework it follows, but that did not deter it from trying to get more people who spend a lot of time online to visit its stores.
iCrossing launched online campaigns that started groups and pages on popular social media platforms and associated the brand with philanthropic topics. The result was a whopping 134% increase in traffic for Ashley Furniture: not digital traffic, but actual people physically stepping into its stores.
3. Constant Updating
Back in 2008, the digital communication team from Razorfish launched a site for cookware company Williams-Sonoma, for which it won an award. But when a couple of years later market demands changed, it also updated the Williams-Sonoma site to be compatible and easily viewable on phones and tablets. By doing so, the company ensured that its client did not have to panic once again when the dynamics of the industry changed.
4. DIY Mobile Marketing Tools
Sometimes, small businesses cannot really afford to have a one on one with these digital communication companies. Fortunately, there are companies like Telnames, Mobivity, and MobAff that let their clients use the marketing tools directly online on their own dashboards. That makes things extremely easy for everyone. In the giant industry that is mobile marketing, those companies can be considered to be the “indie” players in the game. They might not have the reach of large companies such as AKQA or iCrossing, but they help out small and medium-sized businesses.
Mobile marketing demands that certain rules be followed. You need to analyze the available data and then find innovative ways to make the data accessible to a wide range of people. Companies like Apsalar and its closest rival Flurry try to follow this simple logic: reach, engagement, loyalty, and monetization. They base their plans and strategies to ensure that they not only reach out to people but also entertain and engage them in such a way that these people do not venture anywhere else. Once that loyalty is established, they find ways on how to monetize this customer base.
At the end of the day, if you are running a small or medium business, you need to know firsthand what exactly you want to sell. Once you can communicate that to your digital marketing associates—whom you chose depending on which has the best plans laid out for you—you can relax and watch your business grow.