Though relatively new and unique, mobile media still shares several distinct elements with other forms of marketing – among them is to listen to your audience.
According to a study by the CMO Council, businesses are treating mobile marketing simply as another marketing channel, instead of an opportunity to expand upon a relationship with their consumers. They’re getting mixed results; only 18% of respondents from classified their efforts as successful. More than a quarter of those polled said their results were at best inconsistent.
Part of deepening that relationship is simply giving consumers what they want – a separate study by Smith Geiger and Sterling Research revealed the most common mobile searches from customers involved a finding directions and business hours. This goes in line with the customer-service related initiatives many businesses haven’t incorporated, leaning more toward content delivering and promoting special offers.
Which is not to suggest those efforts have not been in vain; 2/3 of respondents of the Sterling study said they were more likely to buy a product from a mobile site, and 75% polled said they would be more likely, at the very least, to visit the site again.
The bottom line: mobile marketing may have many facets and can be implemented in various ways, but it’s important to take note of what consumers’ expectations are with the medium and act accordingly.