By Sophorn Chhay

In the words of the great Aristotle, we are “political” animals, meaning that humanity values a sense of connection and community. It is unsurprising, then, that we value a direct connection with others rather than a superfluous or superficial encounter.

Imagine the difference between a casual elevator conversation and a great first date. Whereas the first may be a casual and simple discussion about the weather, a great first date conversation can resonate deeply within your soul.

Similarly, mobile marketing works best when it is making a direct connection, rather than a superficial one that will be quickly forgotten. Here is how your mobile marketing can do just that.

Deliver a Localized Message with Your Mobile Marketing

Millions of American businesses are small businesses, many of which rely on local customers to thrive. As such, it is crucial that your mobile marketing speaks directly to your audience. It does little good if your mobile marketing trends nationally, but it trended on a social media platform that is rarely frequented by your target audience in your state, city or local community.

Instead, localize your message. Speak to the consumer directly by utilizing non-app based push notifications, geotargeting and other proven mobile marketing techniques.

Here is a marketing example of how to do just that:

At XYZ Computer Store, we are having a back to school PC blowout sale for all of our [insert city name] customers this weekend only! 10% of all proceeds will go directly towards [insert local charity or community cause].

While this is one of thousands of possible examples, the key takeaway is that you need to speak directly to your local customers with a localized message that offers something of value. In turn, this will enhance the reputation of your brand and strengthen the business-customer relationship.

Track the Mobile Marketing Campaign

Imagine how difficult it would be to have a positive relationship with a spouse or a child if you could not discern their various desires and needs. Businesses run into this problem on a daily basis, which is what makes tracking a mobile marketing campaign essential.

To make a direct connection, you need to speak precisely to what your target audience prefers and wants, and this is where tracking comes into play. Tracking helps businesses discern all sorts of helpful information, including the following:

  • Where the customer is located
  • Where the message was read/received
  • Actions taken after viewing your marketing
  • The time spent engaging with your marketing/website
  • And more

Collectively, analyzing all customer interactions with your mobile marketing campaign will help your business refine and hone its approach. A refined marketing campaign that speaks precisely to what customers want will become a campaign that produces more sales and better business results.

Have a Mobile-Friendly and Optimized Website

What good is a great mobile marketing campaign that draws interest to your business if you don’t have a website that works well with mobile devices? The easy answer is that it’s no good at all.

A mobile user is on the go and will likely forget your business if he or she heads to your website, only to find that it is a pain to use on a mobile device. Speaking directly to your customer’s needs is essential for mobile marketing, but that “conversation” will end quickly if you don’t have a quality website to keep the lines of communication open.

In short, your business will enhance the business-customer connection by speaking to what the customer needs/wants, and then making it easy for the customer to get what they need/want.

About the Author
Sophorn is an inbound marketer specializing in attracting targeted visitors and generating sales qualified leads. Through Trumpia’s SMS and marketing automation solution he helps businesses and organizations communicate effectively with their customers or members. Trumpia is offering a free Mobile Marketing Success Kit so don’t forget to grab your free copy.


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