Mobile Marketing 101 With Ron Cariker

Today I had the pleasure of hanging out on Google+ with 
mobile marketing authority, Ron Cariker of 7 Media Group.  
We had a great time discussing the various facets of mobile 
marketing, and I thought I would share with you the key points 
from our hangout.

Before You Dive Head First, Devise Your Strategy

Mobile is just like traditional media; it is just another platform 

to communicate. You should be incorporating mobile into your

media mix, but don't make the mistake of over thinking it.  

Consider how it will complement what you are already doing. 

Mobile is a great tool for driving action.

How To Blend Mobile With Traditional Marketing

For those of you who have been using email marketing but are

unhappy with open rates, consider sending a mobile message 

to your database the day before to tease the email, such as 
"Check out your inbox for 25% off." This piggy-backing 
effort should increase your open rate.

One of Ron's clients wanted to boost their number of mobile 

subscribers, so they launched a radio campaign to promote 

signing up and within 30 days, they had 10,000 new members.

How To Build Your Mobile Database

Your existing customers are the easiest way to build your 

mobile database. When they are checking out at the register, 

simply ask if  they would like to sign up. You are bringing that 

customer much closer to their next purchase.

Ron is a huge fan of Facebook brand pages and believes 

companies are missing out when they do not interface with an 

app that allows fans to sign up to receive mobile marketing.

  

•    Leverage your existing customers

•    Facebook, offer fans to sign up for mobile offers

Mobile Is Measurable & Offers Instant Gratification

Unlike other mediums, mobile marketing is measurable. 

You send out  an offer to 5000 people, and you know exactly 

how many people either, clicked-through, responded or 
redeemed an offer within a very short period of time.

What To Do

We all want our mobile marketing to be successful, but how 

do we increase the odds of gaining a response.

•    Personalization, Personalization, Personalization

•    Know your customers purchasing habits and leverage that info

Here is an example of how to personalize mobile marketing:

" Hi Heather  hungry for pizza? We can make your favorite. 

Order now & it will be ready for pick up in 15 minutes"

Personalizing the message resonates with customers. It makes 

them feel special, and by offering what they have previously

purchased, you greatly increases response.

What Not To Do

The failures are equally or even more important than the 

successes. Since mobile marketing is so measurable you can 

see exactly how many people opted out and how many people 

did not respond.  You need to use this information so you do 

not repeat mistakes and to further improve on how you use your 

mobile marketing in the future.

•    Not listening to your customers

•    Not paying attention to what failed

Questions & Answers

post your questions in my comment box and Ron & I will share  

our expert advice - For FREE!