Are you getting the most out of your marketing campaign? Do you have a portion of your marketing budget dedicated to mobile marketing? Is it making a difference or are there improvements you could make to increase your ROI?
A recent Marketing Land column takes a closer look at the difference between push and pull mobile techniques, and how push mobile marketing may be the answer in connecting with guests both on- and off-site.
Defining Pull Mobile Techniques
When customers or consumers are proactively trying to attain the goods or information they need, this refers to a pull mobile technique. Accessing a responsive mobile website or mobile application allows a traveler to compare availability and rates, but this is not the only way they can acquire this information.
Effective Push Mobile Marketing Techniques
If pull mobile techniques involve a user-driven model, than it makes sense that push mobile techniques originate on the business side of things. It is important for companies to develop a conversation with consumers, hopefully allowing this to blossom into full-blown brand loyalty.
Mobile applications are a great way to send push notifications to travelers who have already downloaded your app, and getting users to download your app successfully is the first step. App alerts are a great way for brands to inform consumers of any new app updates or features, as well as notifying users of promotions or other activities.
One thing to keep in mind with app alerts is that all push notifications can be turned off. Consumers with dozens of apps on their smartphones tend to avoid being inundated with annoying alerts by disabling one or two push notifications. Depending on the smartphone, push notifications could be disabled as a default setting. Unless consumers are enabling this feature on their own, your message may not reach them.
Another way to reach consumers is the use of mobile messaging. Here are three keys to building the right mobile message for your brand:
-Decide whether your message requires a short message service (SMS) involving just text or a rich message service (RMS), which also includes some type of media (photo, videos, etc.) as well.
-Make sure your message is timely (90% of text messages are read within three minutes of delivery)
-Include a strong call to action. If you are offering a deal or promotion, include a deadline to increase the urgency of the consumer.
Regardless of what type of push mobile marketing your business is using, the key to its effectiveness will be a continued development of a more personal relationship with potential buyers. This will help to increase brand loyalty, and should result in future business down the road.