HOBOKEN, N.J.--(BUSINESS WIRE)--Gartner predicts that by 2013 the primary way people will access the internet is via their mobile browsers. In other words, more than half the time someone accesses the internet, they’ll be doing it from a mobile phone. That has huge implications for how businesses connect with prospects and customers.
Jeanne Hopkins, Vice President of Marketing at HubSpot and Jamie Turner, Chief Content Officer at BKV's 60 Second Marketer advise readers to consider a mobile marketing strategy in their new book, Go Mobile: Location-Based Marketing, Apps, Mobile Optimized Ad Campaigns, 2D Codes and Other Mobile Strategies to Grow Your Business (Wiley, January 2012, ISBN: 978-1-1181-6778-6, $24.95, Hardcover).
The mobile device makes life simple, allowing users to access the TV, radio and PC. Hopkins and Turner predict that the mobile device will have more impact on how consumers connect with brands than the TV, radio and PC combined.
The mobile device has become a staple. Why wouldn’t businesses utilize a mobile marketing strategy to help boost revenue and improve brand loyalty? Go Mobile advises readers to ask the following questions and decide if mobile marketing is right for their business:
- Is being in front of customers 24/7 important?
- Do you need to appeal to a broader audience?
- Are you looking for new distribution channels?
- Are you trying to differentiate your brand?
Many may understand the concept of mobile marketing, but don’t actually use it. To get started, the authors advise downloading an app like the Delta Air Lines app and use it as a boarding pass the next time you fly Delta. Or, use the Starbucks Mobile Card to pay for your next cup of coffee. Get a feel for mobile marketing before you include it in your business strategy. Hopkins and Turner also recommend addressing the following Do’s and Don’ts before starting a mobile marketing strategy:
Do This:
- Commit to using mobile media in addition to simply reading about it
- Sign up for an e-newsletter so you can stay up-to-date on this rapidly-evolving marketing tool
- Watch how other companies are using mobile marketing so you can borrow some of their ideas
Don’t Do That:
- Don’t downplay the importance of mobile marketing or any other new technology
- Don’t think that mobile marketing will solve all of your marketing problems
- Don’t get started without thinking about your objectives first. What’s your goal? Lead generation? Brand building? Customer conversion? Begin with the end in mind.
Go Mobile is packed with tools, tips, and techniques to set-up, launch, run, and measure mobile media campaigns. Readers will understand the different mobile media platforms (Android, BlackBerry, iPhone, Palm, Windows), learn how to use SMS for business, incorporate 2D and QR Codes into their campaigns and develop mobile websites and apps.
Still contemplating if Mobile Marketing is a fit for your business? Hopkins and Turner reassure the positives:
- It’s easier then you think
- There’s a huge untapped mobile audience
- Mobile converts prospects to customers
- It costs less than traditional methods
- People respond to mobile
The opportunities that lie within mobile marketing are endless. The ability to connect with consumers more deeply than campaigns that follow a traditional path makes for a significant competitive advantage. Hopkins and Turner give readers the ability to begin mobile marketing campaigns and create memorable experiences with their customers.
ABOUT THE AUTHORS:
Jeanne Hopkins (Cambridge, MA) helped push HubSpot to become mobile-enabled for both their website and blog, and writes inbound marketing and mobile blog posts for HubSpot's internet marketing blog, which 11.3% of readers now access through their Smartphones. She generates over 45,000 new sales leads each month via organic and paid efforts, and helps the company and its customers with their new mobile initiatives. For more information visit www.hubspot.com.
Jamie Turner (Atlanta, GA is an author, speaker and the Publisher of the 60 Second Marketer, an online magazine that provides tools, tips and tutorials for marketers around the globe. He is a regular guest on CNN and HLN on the topics of social media, mobile marketing and digital marketing. He consults and has worked with brands such as AT&T, CNN, Motorola, Cartoon Network and The Coca-Cola Company. Jamie has been profiled in the world’s best-selling marketing textbook and is the author of "How to Make Money with Social Media." He is an in-demand keynote speaker and speaks at trade shows, events and corporations around the globe. You can follow Jamie on Twitter at AskJamieTurner and via his blog at 60SecondMarketer.com/blog.
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