BT Group’s takeover of mobile phone network EE has been provisionally cleared by the Competition and Markets Authority (CMA). The CMA said the £12.5bn deal, first announced in February, was “not expected to result in a substantial lessening of competition” in the UK”. BT shares were up 3% at midday in the wake of the CMA statement. The deal is set to create a communications giant covering fixed-line phones, broadband, mobile and TV. The takeover more than trebles BT’s retail customers adding the 10 million it already had to EE’s 24.5 million direct mobile subscribers.
This causes us to look at things from a digital marketing agency perspective in relation to the development of digital marketing channels and in particular the adoption of mobile marketing strategies as we see the widespread use of technology, mobile devices and smart phones. The business fundamental of Channel marketing looks at the avenues that any company will adopt to connect with target market customers, with EE’s customer base added to BT’s technology one can imagine how the mobile marketing channel will become more and more refined from that which we see today.
The continued adoption of the faster 4G network allows effortless usage of ….. Video marketing
Social media marketing SMS text message marketing
….. all of which for the most part are accessed via the mobile devices of the consumer at large, this in turn is presenting the opportunity for companies to develop and execute specific marketing strategies that have been targeted for the mobile devices.
Whether the business that you run or work for is looking to develop specific marketing strategies that are focused around mobile, for sure the more targeted the marketing strategy is the more success and effectiveness will result from the marketing campaigns whether they be for lead generation, brand building, immediate purchase leading to the growth of the company in terms of market awareness and revenue growth.
As a business strategy consulting working with businesses from multiple market sectors on an international basis there are certain trends that are so dominant that for ongoing consulting and training sessions I cannot help but point them out.
One of these trends is the astounding use of mobile devices (smart phones, iPads, tablet computers & other mobile devices) by the population at large. Of course it could be pointed out that this is mainly for personal & social purposes; however – the business person must also consider those business purchasers looking for information (as we consider business to business marketing) and; those end user clients who are out searching for news and information using their mobile devices. Given the small screen size, it is becoming critical not to present searchers with a full blow website but with the reduced options given by your business mobile website.
One of the things to point out is that for those searching for news and information using their mobile devices is that they probably are not looking to read essays on your company, latest press releases and full length biographies concerning your business’ executive staff.
More to the point is that they wish to contact your company and find out where you are located. Granted, in some cases it may be that internet searchers are looking for detailed information but for the purpose of the mobile website – I am of the opinion that ‘less is more’. That is to say – when it comes to the options given on a mobile website, present the user with contact details and location information as a basis and; give them the option to access the full blow business wesbite as well.
As a business strategy consultant I am pointing out the fact that the options presented in your mobile marketing business website should be a subset of your ongoing business strategy (not an afterthought or something passed on to someone in the company who has some technical information & knowhow !).
What we call a ‘tap to call’ mobile marketing wesbite will be sufficient for the majority of businesses; this would in most cases have location map details included allowing the searcher to easily contact your company (and will have the option to access your full website).
Managers and business leaders – please do not relegate the decision making regarding the mobile business website that your company must have down to the technical staff. Bring the decision and strategy direction up to the business level discussions where revenue generation is being considered and how the company can bring more customers into the marketing funnel.
Mobile marketing business strategy is included as a full session in my consulting and training work – if you’d like to engage with a consultant with an international perspective and experience in working with multiple blue chip organisations, feel free to get in touch in order to discuss your business and internet [including mobile] marketing strategy today.
It is taken as standard that all businesses will have a website presence these days. Just consider the questions that you ask when someone is informing you about their business whether it be the largest corporate or a Small & Medium Enterprise organisation. At some point in time their website address will come up in the conversation or maybe viewed on a business card.
Now consider the rise in use of mobile phone, or should we say – smart phones and the number of tablet devices that are being used to access the internet on a daily basis. It is with that in mind we can attach the significance of businesses making their websites easily accessible for mobile devices.
So the question is, are you a local business owner ? are you responsible for marketing your business and for getting the message out to the world at large ? if so then what is the current state of your website in terms of allowing clients to have easy access to the content that they are looking for within your site.
Due to the market demand and customer feedback we have started to provide mobile marketing websites for businesses – take a look at our sister websites over at http://www.MobileMarketingBusinessWebsites.com/ which will give you an idea of the what a mobile website is, why you need it for your business and how you can get in touch with us so you too can have the right mobile website for your business.
When we say ‘the right’ mobile website for your business, what do we mean ? well to be brief, most of the times when someone is searching on a mobile phone, they are not interested in reading an essay on your company, they most probably want to know your location and in many cases just want to call your business. This is where the ‘Tap To Call’ mobile website comes into play – this gives the searcher a simple mobile website of your business with only a few options, one of which is a BIG BUTTON which when they tap it; they call direct to your company.
As you continue to plan and refine your business strategy – be sure to include the mobile marketing specifics into all of the marketing execution that you do.
Mobile marketing is soon going to blow other marketing methods out of the water, and it’s time to get in on the …
… ground floor of this incredibly hot opportunity.
Right now, VERY few marketers are using this method, so it’s the perfect time to get started. With very little competition, the market is wide open for you to come in and make a fortune!
I encourage you to get started right away, while the competition is still very low. You can build your business very quickly, and you’ll have a marketing avenue most other marketers aren’t even thinking of using.
This will put you miles ahead of your competitors!
Want more information about mobile marketing? Check out Mobile Profits, the complete guide to using mobile marketing!
Mobile marketing has the power to reach more people with less competition. You won’t have to compete with hundreds of spam emails, and you can reach people in just minutes!
Because people carry their phones with them everywhere they go, your messages can be in their hands in just moments.
You won’t have to wait for people to get around to checking their email. You won’t have to worry about being stuck between hundreds of spams in a flooded inbox. You’ll have direct access straight to the people you want to reach.
Additionally, people are captive audiences when reading text messages.
Since text messages are so short, you have to keep them straight to the point.
This means more people will take the time to pay attention and read your message. Some people may not want to read a longer email.
There won’t be another method with this much potential to come along for decades, and it’s still in its infancy.
I suggest jumping on this incredibly powerful method right now, because you are once again thinking, “Why didn’t I jump on this when I had the chance?”
Mobile marketing can be very powerful if it is used properly, but most people have no idea how to use it for the most profit. The vast majority of people aren’t using mobile marketing at all, and those that do are typically not using it correctly.
As I mentioned earlier, it’s a bad idea to send direct marketing messages. People aren’t going to want to pay for a text message that is nothing but a sales message. That’s why it’s important to provide value in your messages.
Text Message “Subjects” One of the most important things you can do to increase the amount of traffic you get from your text messages is to use really compelling lines to open your message. This is the first thing people will see before they even open the message, so it’s important that the first line be really good.
Think of it as your headline, or like the subject of an email. It needs to grab attention and get people to read the rest of your message. Use a Clear Call-to-Action It’s vital to include a clear call-to-action in every message. You can’t expect people to read your mind. Let them know exactly what you want them to do.
If you want them to visit a web page, tell them to. If you want them to come by your store, give them directions and tell them to come on down. If you want them to reply to your text message, tell them so!
Too many marketers forget to include a call-to-action in their marketing material, and they just sit around wondering why their campaign didn’t work! Don’t forget this incredibly vital component.
Encourage Viral Buzz Viral marketing is something that is incredibly easy to perpetuate in mobile marketing. If you have an offer that is really one-of-a-kind or special in some way, don’t forget to ask people to tell others about it.
It’s very simple for someone to text a message to a friend when they find something interesting, so be sure to encourage this. It will help you get the most out of your text campaigns.
SMTP messaging is typically free, while SMS messaging is not. You may be wondering which you should use, or if you should use both. I suggest using both. SMTP messaging is a little more powerful than text messaging, because it’s …
… not subject to the same limits, but you have to be very careful when using SMTP.
For one thing, because SMTP is sent via email, you’re subject to the same laws email marketers are. Be sure you know the CAN-SPAM act inside and out and you comply with it, because one mistake could cost you as much as $11,000 in fines!
SMTP is also very unreliable. Since it’s free, cell phone carriers don’t have to deliver those messages at all. For this reason, SMTP messages are often delayed, or even never received at all.
If you’re going to use SMTP, I suggest making the most of all the features. Embed other media, use longer messages, but don’t forget to send a quick SMS message to supplement in case the recipient never receives the SMTP version.
Here’s the best SMS platform I’ve found in terms of service and value : www.SendTextAlerts.com (unlike most providers there is no per message fee and they also include their ‘TextnPix’ service for free)
Text messaging through SMS is the most common method for reaching people with mobile marketing. It is extremely powerful, but you also have to be very careful about how you use it.
Most people have to pay for their text messages. They may get a few for free, but generally they can only receive a certain number of them. For this reason, people don’t typically like to see direct marketing.
Instead, it’s important to be more subtle with your marketing. There are two major ways to accomplish this:
You can send them a friendly text or an informative text and simply drop a link to your website.
You can provide them a valuable service or product for free, using that as a platform for your marketing.
A friendly message comes in the form of a quick blurb, news story, update, etc. You give someone a small piece of information, and just use your web address as a signature.
“Hey! Lady Gaga is giving a FREE concert to benefit the Pediatric Aids Foundation at the Blue Lounge tonight. See you there! http://www.WebsiteAddress.com Providing a valuable service or product is even more effective.
People love getting stuff for free, and you can use your freebie as promotional material by including marketing within the giveaway. For example, you could create some sort of valuable service people would want in the niche. Using the record store example, you might create a page where people could hear samples of the current Top 40 songs, as well as music clips from local artists.
Then you could send a message like this: “Check out our new free music clips page at http://www.WebsiteAddress.com. Hear samples of Top 40 hits, as well as music from local bands!”
This will get people to look for your messages and pay attention, because you’ll always be providing something of value to them.