Your brands presence and performance levels must be visible across tech platforms- allowing possible clients to access your business in a smooth and up-to-date way, without hassle or confusion.
This is ‘mobile-first’ marketing, the new sector which will distinguish your brand above the rest. To master this avenue will take time and certainty, with a true understanding of how your establishment works and what information clients can gain from your online existence. Instead of overpowering signs wavering across your venue’s windows, it’s time to take those slogans into the digital realm and apply a different and direct strategy. If you own a café, with a low key menu and a direct focus on drinks- your content won’t be filled with chefs or ‘inspirational’ images, it will produce informative content about where you sourced your products and how best each beverage can be served. Information will stay simple and informative, without promos or slogans that will upset customers who only wish to sip on their latte amongst lush furnishings and solitude.
There are many brands out there that remained focus on ‘the best new thing’, however they seem to forget and neglect the fundamentals of a beneficial mobile experience. The core factors which will need to be addressed through mobile marketing are; easy navigation, strong content, high usability and discoverability- allowing users to discover more and spend further time learning about your brand. This user process must be simple, so that customers can access products, menu’s, services and information which will add to their experience.
Whether it be an app or a mobile website, the links must be clear and manageable through a smartphone- without stress or too many sidelines that will take up future customers time. This link may be plastered on another accompanying website you could have affiliates with- possibly a coupon distributor. Coupons are a great way to get business running, with some well known websites giving away deals for friends to enjoy without the hassle of being over charged. Consumers are most likely to try somewhere new if it has been connected with an adjacent activity- giving results and numbers for newbie businesses.
Another way to provide information at a rapid rate for mobile users is through the use of QR codes. This concept enables the use of comparison shopping- giving customers the choice and variables to discover what they feel is most valuable in an establishment. Obviously this concept only truly works if you are selling products, but with menu items and external items, the use of a QR code can boost your sales in more ways than one. This dynamic practise has been proven to work, as seen in a 2014 Harris poll (Harvard Business Review), 24% of surveyors said they use their smartphone to scan items codes to compare prices online and in-store.
It can also seem a little tricky and almost tactile, however mobile marketing truly is racing forward. Most of us scan through our phones beforehand, checking up a certain dish we may be craving, making sure price ranges are met, along with a desired atmosphere, before we even sit foot in the place. Speaking for millennial’s that is, taking a chance on somewhere is not so common anymore- useful information is a swipe away, so don’t neglect the details, keep up to date and cover the media platform’s that will no doubt benefit your business on a larger scale.