Jump ahead by learning from the trial and error that has already been accomplished.
Mobile marketing is still very new and can be quite tricky, but there have already been a large number of campaigns – some successes and some failures – that can help a company or a brand to learn how to continually improve its own advertising and promotions, without having to make the same mistakes that have already been suffered by others.
QR codes are a prime example of how successes are possible by avoiding repeats of past failures.
There are many different types of mobile marketing, including SMS, banner adds, offers in-app, and QR codes. It has taken a long time for companies to break away from thinking that text messaging was the only way to reach consumers, but now they are finally beginning to discover that there is something to scanning two dimensional codes and providing a smartphone optimized website for exceptional conversions and sales.
Mobile marketing is making it much easier for consumers to take advantage of what companies have to offer.
Through the simple scan of a QR code, a consumer can be redirected to an m-commerce website and receive information about an exclusive offer or can gain access to a digital discount coupon that will encourage him or her to make a
purchase that may not otherwise have been made of that product or from that retailer.
The key to effective mobile marketing – a point which has been missed time and time again to the detriment of the companies that have held the campaigns – is that it is an action-centered, focused, and real-time event. When a company reaches a consumer, it is not simply to provide information about a website. It must offer the individual an interactive experience that will lead him or her to act on what is seen.
For a long time, it was believed that QR codes were not a successful form of mobile marketing. The reason was that while some consumers were scanning them, nothing much was happening as a result of that. The problem was that all too many brands and businesses were using the codes as a rapid way to automatically redirect consumers to a m-commerce website. More often than not, the smartphone user would simply click away once they’d landed.
However, what has been learned is that if the consumer is provided with a unique offer upon scanning a barcode, then mobile marketing becomes far more powerful. Coupons, for example, have generated significant conversion rates.
Trial and error has shown that in order to be successful at mobile marketing, anything you ask of a consumer must answer his or her question “what’s in it for me?” If the answer does not have adequate value, then neither will the results of the campaign.
