Mobile Marketing vs Online Marketing

Although many people now consider mobile commerce to be the new face of online selling, many people are still shunning this form or marketing, choosing to stick with traditional methods as they believe it is these tried and tested ways that will bring the best results. Although online marketing is still a strong promotional tool to increase your business's brand and customers, mobile marketing provides you with just as many benefits, if not more.

vs Email Marketing

When you send out an email marketing campaign, you will find that on average, 88% of all the emails aren't even opened by the recipients. If you send out the same message via SMS marketing on mobile phones, 98% of all messages will be opened. As you can see from these percentages, the amount of people who will become aware of your brand and your message is substantially more through mobile marketing than email marketing. 

However, although the open rate for mobile marketing is much higher than in emails, you may find that the percentage of those people who do open the message, tend to read the information in the email more than they would do in the mobile message. Generally, most mobile users have the predisposition that if they receive a text message that is not from a friend or someone they know, they instantly open the message and then delete it straight away without reading it. In comparison, people who open up an email marketing message, tend to do so after becoming interested in what the email contains, through the subject heading. As opposed to opening the text message to then delete it, people open up emails because they wish to find out what information the email contains. 

vs Social Media

One of the huge benefits of social media is the ability to interact with a huge audience in a number of different ways. 49% of all people in the UK use Facebook on a regular basis. In comparison, 91% off all adults use mobile phones. When you compare these two numbers, you can see the how many more people use mobile phones everyday as opposed to social media sites. While social media's user numbers are less than those who use mobile phones, it is still a substantial audience that you should be targeting for your small business as it is a platform that you can use for free. Whereas, mobile marketing will cost you a certain amount of money to first set up and then employ a third party company to send the SMS marketing messages on your behalf. . 

While I'm not saying abandon online marketing and only market through mobile phones, you need to ensure that you spend a substantial amount of time researching the various marketing campaigns and tailoring your output to suit both platforms. Emails, social media and mobile messaging all have difference audiences which require a different style of output and a different type of message. Tailoring your message to each platform is going to give you the best possible chance of engaging as many customers for your online store as you can through each marketing tool. 

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The future of ecommerce selling and customer engagement

Every few years there is the next big boom that is going revolutionise the face of ecommerce selling forever. First it was the creation of a website, then it was the introduction of social media and now it's the growth of mobile commerce. As it currently stands, one out of every ten sales made from an online store are through a mobile device and this is going to continually increase until eventually it surpasses online selling. 

With 27% of all adults in the UK now using smartphones, you should look to invest in mobile commerce for your store if you haven't already. If you don't know what mobile commerce is, essentially it is making your website mobile friendly. If a person goes on a site through a smartphone that isn't mobile friendly, the website is displayed as it would be if they were viewing it through a browser on your computer. Mobile commerce changes how your store will look on a mobile phone, making it easier to navigate through the different pages and purchase a product. 

If a person tries to purchase a product on their smartphone from a store that doesn't have mobile commerce, they are going to find it very tricky to actually purchase the item as they will constantly have to zoom in and go through a number of different pages to actually get to the checkout stage. Having a mobile friendly site allows customers to purchase products much easier without having to zoom in on any pages and only going through a few simple steps to purchase a product. 

Having a mobile commerce option for your online store will great improve your conversion rate on that particular platform as customers will no longer become frustrated and bored by a non-mobile friendly process. With the amount of customers purchasing items items through mobile phones set to continue increasing, it is pivotal that you have a mobile commerce store to truly maximise your sales. 

The increase in the number of smartphone users isn't just changing the way customers purchase products, it is also changing the way store owners target those customers. Mobile marketing allows you to dramatically increase the presence you have in the lives of your customers. The restriction with most other forms of marketing is that, to reach their audience, they would need to actually be sat in front of a computer screen or television. As people are sat within arms reach of their mobile phone for 90% of an entire day, mobile marketing is allowing you to instantly reach your customers at any time. This reach is further amplified through the use of SMS marketing. Although many people consider this form of marketing to be a bit like spam, it ensures that your message is reaching a large audience.  When carrying out an email marketing campaign, your email could be sent out and then placed in the rubbish bin by all of your recipients without them even looking at your message. The benefit of an SMS message is that pretty much all of the recipients will read your message and become aware of your store, even if they then decide to delete the message straight after.

There are many benefits to running and marketing your store across mobile platforms. If you haven't already begun incorporating mobile commerce in to your online ecommerce business, you should now be looking to take steps to ensure you are planning to develop the mobile commerce side of your business in the near future. 

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The Pros and Cons of SMS Marketing

Exploring different marketing avenues is always key to maximising the coverage and awareness your business will gain. Similar to email marketing, text message marketing (SMS) is a great way to reach a large audience instantly and depending on your SMS distribution agency it could be very cost effective. However, unlike all marketing campaigns, there are things you should do and things you shouldn't.

When deciding on the type of text message marketing, there are two types; 'Broadcast' and 'Narrowcast.' 'Broadcast' involves sending out messages to the general public whereas, 'Narrowcast' involves sending out messages to a small, targeted audience. 

If you are looking to reach a whole new audience then the 'Broadcast' option would be the way to go. However, if you are looking to create repeat business and advertise your current offers and sales to your existing customers, 'Narrowcast' is for you.

Positives

• Can be cost effective marketing - Employing a mobile phone agency to send out the text messages on your behalf can by much cheaper than printing and distributing other forms of advertising, such as flyers.
• Easy to create - Requires no HTML, no images, you simply put the text you want the user to read and how they can access your store. 
• High reliability - Unlike email marketing, SMS marketing is not subject to filters. SMS marketing ensures your message will be delivered to the customer and will not be subject to being filtered out as spam or junk. 
• Ecologically friendly - Unlike leaflets and flyers, there is no use of resources such as paper or plastics. SMS is green source of marketing!
• Seemingly limitless market growth - With the number of mobile users growing at a rapid rate each year, the number of customers you are able to reach is endless. 

Negatives

• Users think it's spam - Some of the users will think that the text message is just spam and will delete it without looking at it. 
• No title - Unlike emails, you cannot have a subject title to draw the audience in. It simply displays the text in the message straight away
• Limited space - The information you can include in a text message is limited to a specific number of characters. While this makes your message more direct, it can result in you having to leave out other information.

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