Is mobile marketing part of of your web marketing strategy?

Most companies I talk to are not doing any mobile marketing. Are they missing a trick? I believe they are and that certain companies could attract target prospects to call them or visit their web site through the use of mobile marketing.

In western Europe (UK, France, Germany, Italy & Spain) there are now more mobile phones than people. Worldwide there are more mobiles than televisions & personal computers combined. Unlike the PC, most people carry their mobile with them 24*7, whether they are at home, work or play. In December 07, 17M people in the UK accessed the internet from their phone. Right now, mobile internet users tend to be male & young but this will change over time.

iPhone users are heavier users of the mobile internet, According to recent research by ComScore of mobile users in France, Germany & the UK:-

• 11% accessed any news or information via their phone browser
• 32% of Smartphone users accessed any news or information via their phone browser
  
• 80% of iPhone users accessed any news or information via their phone browser

Given that iPhones have just halved in price and now have 3G, sales are likely to grow at an even faster rate.

There is a big opportunity for certain companies to be accessible on the mobile internet. People are using mobile search e.g. Google because they want information to help them make an immediate purchase.  It is especially relevant for restaurants, clubs, bars, hotels, travel, entertainment & information services i.e. when people are out & around and looking for somewhere to go, something to do or buy. 

With Google Mobile ads, you can direct people to call you (with just 1 click) or visit a mobile website, or both. Response rates of 15% are not unheard of.  If you don't have a mobile website, it is easy to create a specific mobile web page. 

 

Web marketing tips that any business (large or small) could apply to attract and keep valuable customers and grow customer lifetime value.

• consider if your target customers are mobile users who are likely to search for your products or services using their mobile
• if so, how can you make it easy for them to find you and contact you
• consider using Google mobile advertising as part of your overall web marketing strategy
• set up a mobile advertising campaign using best practice
• if required, find a web marketing expert to help you do this 
• test alternative propositions, messages, calls to action etc
• review results on a regular basis and find out what is working & what isn't
• refine your strategy based on the results

Remember...web marketing is about solving customers' problems profitably.

Peter Hawtin is an internet marketing specialist with Brand New Way, a UK web marketing agency which helps companies to attract and retain valuable customers online.