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4 Ways to Reach to Mobile Customers on the Cheap

Posted by TeamITI on February 19, 2010

[tweetmeme source=”itimarketing”]
Brands that aren’t thinking about how to market to their mobile customers will quickly find themselves falling behind their competitors, says Christopher Carfi, CEO of Cerado. How quickly? Much faster than many companies realize, he tells MarketingVOX.

Like many in the industry, Carfi was astounded by Morgan Stanley’s projections that the mobile internet is ramping up faster than the desktop internet did in its early days. “Think about it for a second – mobile internet usage is ramping up even faster than AOL did in early 1990s and today,” he says.

Build It and They Will Come
To prepare, the ideal strategy would be for companies to build a website and marketing campaign optimized for the mobile device alongside their online campaigns. As an example Carfi points to Natalie Maclean, who created an entire mobile application for her wine reviews and pairings content.

Four ways
Cost and resource constraints, though, are a factor for many companies. Eventually brands and marketers will have enough of a knowledge base and practical experience to optimize campaigns for both channels with little additional effort. In the meanwhile, Carfi suggests four cost-effective and cost-conscious ways for companies to reach out to their mobile customers

  • Before you even begin to think about your own website, make sure your company can be located on such sites as Google Maps, FourSquare and Gowalla.
  • Keep a close eye on review sites aimed at mobile and/or hyper local audience and encourage happy customers to post about their experiences. Also, don’t limit your efforts to such well known names as Yelp or TripAdvisor – keep your eye on local sites that cover reviews in your industry and target those as well. Google has expanded the definition of what it considers a ‘review’ for its Places Pages, using its newly-implemented sentiment analysis to find hyperlocal blogs, local portals and news sites to use as reviews, according to Mike Blumenthal at Understanding Google Maps and Local Search.
  • Limit the use of “heavy” content – Flash or long-to-download videos – for mobile users.
  • Don’t forget about including phone numbers, email and SMS contact information in easy-to-find places on your mobile website.

This article is published MarketingVOX , read the original article here.


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