Writing in Retail Customer Experience, Jeff Weidauer offers some valuable insights about the growing importance of mobile marketing and advertising. One of my business partners recently blogged about this topic on our blog, so I was interested to see Weidauer’s take.
Weidauer cites a recent Deloitte survey in which 57 percent of consumers said they are interested in receiving a coupon on their phone.
Lots of franchise companies have already moved a big part of their marketing messages online — and have had great success doing so. But there’s even more to be gained if you can reach consumers while they’re on the move, via their iPhones or other mobile devices.
Some ideas Weidauer mentions for applications that could drive traffic include:
- Discounts or special offers
- Downloadable information such as recipes
- Directions to your location
- A map of the inside of your retail store that shows customers where to find a specific item on the shelf
There are lots of other possibilities if you think about how you want your customers to use your information and how they typically shop your franchise. Are your franchises a destination, where customers are likely to visit the Web site for info before they head out to shop? Or are they more a spur-of-the-moment decision, where a customer strolling or driving near your location might be swayed to visit by a message on his or her phone?
You also need to consider your average target customer. A company that targets seniors or sells a product that requires lots of time, thought and research to buy may not need to worry about mobile marketing (at least, not yet). But any company that targets tweens, teens or twenty-somethings should definitely get involved in mobile marketing sooner, rather than later.
Rieva Lesonsky is CEO of GrowBiz Media, a content and consulting company that helps entrepreneurs start and grow their businesses. Follow Rieva on Twitter @Rieva and read more of her insights on SmallBizDaily.com.