With the wealth of information Shel Holtz provided at his webinar Moving Targets: A Mobile Marketing Crash Course, attendees had a lot of questions about mobile marketing.
Shel graciously and thoroughly answered 17 of the submitted questions to give you an even better understanding of mobile marketing and how all businesses can adapt and benefit.
Without further ado, here’s everything you need to know:
Q. What’s the best way to get the message out on mobile?
That depends on whom you’re trying to get the message to and where they are in the marketing funnel. You can’t create awareness among a broad base of consumers by sending a text message, for example; you’ll need to make sure your content is appearing in the right channels (like news-reading apps) or that you’re making the right kind of mobile ad choices.
For those who are already customers, however — or employees — text messaging could be a great solution. There are dozens of answers to this question based on what you know about your audience. Be strategic in your approach. What are you trying to achieve and what approach on mobile will be help you achieve it?
Q. Does any sizable population segment search for lawyers instead of products on mobile?
I haven’t been able to find any data on mobile searches for attorneys in particular, but I’d be surprised if the answer is “no.” Consider the individual who is arrested for a DUI or has another immediate need for representation. Odds are, he won’t wait until he gets home; he’ll want to find someone to help him NOW.
Keep in mind that convenience is one of the key benefits of mobile access to data: I can get the information I need when I need it. Your mobile efforts should, therefore, be focused on those categories of information you know people will want when the need arises.
Q. What age range(s) tend to be the big users of smart phone apps? Are there significant regional, geographic (urban v rural) considerations when determining if mobile platform will be effective marketing tool?
You’re in luck. The Pew Internet & American Life Project released its latest data on smartphone demographics at the end of January, so they’re nice and fresh. You’ll find loads of great data here.
Q. Are apps more updated than maps provided with GPS units? I have driven to shops that are no longer in business at specified addresses.
It depends on whoever made the app. Some are updated regularly; others languish from neglect.
Q. How many users are there in the U.S. for Wikitude? Is it hard to program what you want to show?
The Android version of Wikitude, the Augmented Reality browser, has been downloaded over 1 million times, and considerably more for the iOS version. It’s also available for the Windows and BlackBerry platforms, which adds even more people to your prospective audience.
You wouldn’t use Wikitude (or competitors like Layar or Junaio) for an older audience to which you’re trying to sell bags of hammers. But for a tech-savvy Millennial audience, for instance, a creative use of Augmented Reality could get you a lot of attention.
Q: If you’re a small business in a tri-county area, how do you reach the mobile users with an offer to your target audience?
It sounds like you’re in a great position to start applying SoLoMo — Social Local Mobile. As I noted in the webinar, local mobile ad spending is poised to outpace national ad spending. If you have multiple locations, you should also consider a Facebook page and Google+ page for each one.
There are countless SoLoMo strategies based on the nature of your business, locations, and audience. This Prezi presentation does a nice job outlining the fundamentals.
Q: For a small business how would you prioritize what we should do; ie., easiest/cost efficient?
Again, it depends on the nature of your business and the nature of your audience. A requirement for any business, though, is to ensure your existing content is mobile-ready. That is, it will appear in mobile searches and deliver results that render correctly in mobile browsers. After that, you really need to develop a strategy based on what you know about your audience. I really wish there was one answer for small businesses!
Q: Recommended mobile search engines to advertise in?
Again, this depends on what you know about your audience and the tools they use. In general right now, Google, Facebook and Twitter offer the best opportunities.
Q: What’s next 10 years from now in digital?
Ha! If I knew that, I wouldn’t be doing webinars!
Q: Any specific recommendations for advertising professional services?
Whether you’re talking about paid advertising or content marketing, it all has to focus on the best appraoch to reaching people based on their position in the marketing funnel. Driving awareness means your content or ad appears in the news aggregators they’re reading (like Taptu, Pulse and Flipboard) and that your content appears in mobile searches (which means you’re deploying content via RSS feeds appropriate tagged). Your social strategy will also play a part. For instance, if peers have found your video and are sharing it on Facebook, your prospects will see it as well. (And remember, a huge number of people access Facebook only on mobile devices.) Rather than employe a mobile strategy to this question, you need a content strategy, then factor mobile into it.
Q: There are so many things to consider with mobile marketing, including apps, mobile websites, aggregator services, etc. How can you search/refine what’s really important?
Too many people are ovewhelmed by tactics. It wouldn’t happen if we all started with a strategy. What goal are you trying to accomplish? What measurable objectives do you have and do you know what success will look like? What metrics (such as Key Performance Indicators) would you use to be able to assess the degree of success? Once you know these things, it’s much easier to focus on the tactics that will produce the results you’re looking for.
Q: So…if you’re beginning a new enterprise, do you start with the web or the phone app or the tablet….I know ideally, all at once, but in the development/brainstorm stage, what makes sense first?
Sorry so many of these answers seem to start with “it depends,” but…it depends! Both the mobile web and apps have benefits and drawbacks. Here’s a document that outlines them and helps you make the choice.
Q: Would you suggest multiple mobile marketing touchpoints, or is it too overwhelming? For example, scan a QR code and you get a coupon by text, or check in to a business location on foursquare and receive an email, etc.
If more than one touchpoint helps you achieve your goals, then you’ll want to implement more than one. If you’re constrained by time and budget, choose the one that will help you achieve your biggest or most important goal. Driving revenue through coupons won’t help build the relationships Foursquare checkins will, but if driving in-store traffic is the goal, the coupon may be the best approach to start with.
Q: Talking about the post-PC era: predictions are that it’s going to be strictly mobile in a few years. Should we be gearing up for that?
Rumors of the demise of desktop and laptop computing are greatly exaggerated. Still, I’m advising my clients to think of mobile first, since it’s becoming the DOMINANT means of accessing the Web.
Q: Do you have some recommendations for tools that can help a biz go mobile?
Here I go again: It depends on audience and goals. But eConsultancy has produced a good guide to some essential tools for small and local businesses.
Q: How can we take advantage of spontaneous mobile searches? Is mobile SEO any different? Should we proceed the same as we have been with web SEO for my brand (focus on keywords and content)?
SEO is SEO, but that’s not really the point. The mobile user’s behaviors when searching via mobile are different than they are when the user is seated at a desktop or laptop. There’s a great explanation — with a lot of detail — in a post on SearchEngineLand.
Q: How do you feel about text message mobile marketing? Is it too intrusive? Must you ask for an opt-in?
It can be among the most effective means of mobile marketing, especially since the considerable portion of the population with feature phones (they haven’t yet upgraded to smartphones) can get SMS messages. But yes, you must ALWAYS get people to opt in (consider that some people still pay for text messages on a one-by-one basis). QR codes can serve as an easy way to get people to opt in, by the way. And SMS is also a terrific channel for communicating to employees. Consider the factory worker who can opt in to news updates about the plant she works in and the brand for which her plant produces product, but can skip corporate personnel announcements.