Entry By Angela Stringfellow
It's Marketing 101: deliver the right message to the right people at the right time. With today’s advances in technology, there are more ways than ever to disperse that message to exactly the right people.
2012 looks to be the year of the mobile campaign. Location-based marketing (LBM), SMS campaigns and mobile websites are all growing quickly, making it easier than ever to reach vast numbers of people. However, it’s reaching specific, predetermined customer segments that can make or break a business.
It would be easy to say that it’s just a numbers game. Ping enough people and it’s inevitable that the right audience will be reached as well. But, are there ways to isolate and target a niche audience when utilizing text messaging campaigns?
Of course it is. Why? Because in order for a consumer to receive a promotional text, they first must opt-in to receive the message. It stands to reason that standard marketing tactics can be used to solicit target consumers to opt-in. It can be as simple as adding a call-to-action to a website or traditional media asking customers to sign up to receive text messages and promotions.
“OMG, It’s on Sale!”
That’s where the right message comes into play. While most mobile SMS campaigns are bulk by nature, it is possible to reach a very specific market. For example, if the goal is to reach a teen or young adult population, be sure to use the lingo that fits the market complete with text-speech like “OMG” or “lol.” However, if the target market is professionals, keep the messages concise but use proper grammar and abbreviations. Be conscious of who is receiving the message and always provide a reason for a response.
It's important to make the campaign promotions relevant to the appropriate target market. Consider whether or not the offer will draw in the right crowd. For example, a free soda with the purchase of chicken tenders may appeal to the younger generation, but it probably won’t bring in a 30-year-old woman. But, a ten percent discount on a Vera Bradley exclusive handbag may attract precisely that demographic.
LOCATION, LOCATION, LOCATION
In addition to bulk messaging, LBM can be used to geographically target consumers. Imagine being able to send those very coupons to someone just minutes away or as they walk pass the store front. They are more likely to act on the offer if it’s not an inconvenience and relevant to their precise location. LBM may capture more than your defined demo, but this strategy takes advantage of one of the fundamentals of marketing: Location, Location, Location!
Setting mobile marketing campaigns to reach a targeted audience is definitely doable, but the question becomes is it always the best decision. There are times that reaching a broader audience can have unintended benefits and lead to new customers. And who doesn’t like new customers?
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