Here's our two cents in marketing. Of course,
we write it in the hope that you'll find it more
valuable than that. Like 10 or even 20 dollars'
worth of good advice.
This is the second in a four-part series detailing why marketers should keep mobile top of mind. Find the previous article here or in our ADvice Archive.
Marketers and their clients need to work together to determine the smartest, most relevant mobile solution for the brand, but they should act quickly. A collaborative study between Google and Ipsos revealed that 79 percent of smartphone consumers use their phones while they shop, for activities ranging from comparing prices to reading product information to finding retailers.
This means people don’t just want to engage with brands via their mobile devices; they expect to. For companies that establish a mobile presence, satisfying this impulse presents a perfect opportunity to enhance customer-brand interaction—and reap additional business rewards in the process.
A truncated sales funnel. Thanks to mobile marketing, consumers can choose a brand in a matter of minutes, not months.
“West Cary Group’s entire sales funnel—or how we get, keep and grow the lifetime value of our clients’ customers—has been shrunk exponentially by making use of mobile marketing,” says Moses Foster, President and CEO. “This can allow our clients’ brands to connect with consumers at a faster clip and grow their customer base at a faster rate.”
And as we continue to finesse that funnel down to a rigid science—which the almost-instantaneous metrics of mobile allow—that base can be made rock solid.
Brand differentiation. Bear in mind, as well, that mobile marketing is an excellent vehicle for differentiation. So at each stage of the funnel, West Cary Group recognizes unique opportunities for user engagement.
“Every time we engage in mobile design, West Cary Group works to fortify a compelling brand image that separates our clients from their competitors,” says Khoa Nguyen, Digital Designer. “It’s a great opportunity to craft a user experience that make an impression that lasts forever.”
An equal opportunity. Mobile levels the playing field between large and small companies. Technology has advanced so rapidly that small businesses and start-ups alike have access to the same tools that larger, more established companies have. And when budget ceases to be a limitation, mobile experiences can be crafted that are on par with those of business veterans, and the potential to grow a client’s customer base is huge.
Jason Fanning, West Cary Group Digital Director, loves one more thing about what mobile marketing can mean for small marketing agencies—"agility squared."
“Because West Cary Group is still a small business, we can remain agile,” Fanning says. “Corporate digital teams can be large—sometimes overly so. The more people you have, the greater the communication overhead you have and the slower you go. We can get our clients’ brand message out there using an already-fast medium, and we can get it out there quickly.”
Next Week: What Marketers Should Never Forget
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