By James Marscheider, head of marketing, Oxygen8
Driven by the growing adoption of mobile devices by customers, businesses are increasingly focused on reaching their target audience through the mobile channel, and so they should be. More and more people are taking to mobile to research and review products and services, so now is the time for brands to start incorporating mobile payment capabilities to capture sales at the point consumers are engaging with them.
When considering adding payments to your mobile engagement activities, there are a number of things that you need to take into account and they need to be planned in advance and implemented as your campaign takes shape. Here are my top tips on how to drive revenue directly from mobile marketing campaigns:
Define your strategy
This might seem like an obvious point to make, but ensuring that you have a well thought out strategy, which encompasses all modes of communication, means that you are likely to achieve the results you want more quickly.
It’s important to consider how you want to engage with your customer. For example, do you want to engage them through special deals on location-based services, such as Foursquare? How about boosting sales more rapidly by providing an easy way for shoppers to find product information on the go? Maybe using a mobile marketing app that allows diners to easily book a reservation while they're out and about? The world of mobile opens up a plethora of opportunities to market to your customers so make sure you cover all of the unique ways to use mobile marketing for your services and products.
Understand the power of HTML5
Today, smartphones provide an unprecedented amount of computing power in your pocket, such as HTML5 - a technology that is changing the digital landscape by allowing quicker creation of content and brand applications.
Using HTML5 within mobile marketing campaigns allows for mobile-hosted order pages to take credit card payments in much the same way as a traditional e-commerce site. Adverts built in HTML5 can also run seamlessly across devices and are capable of delivering rich premium advertising experiences that can drive engagement — and higher prices. Embedding links within SMS can take consumers directly to the hosted order page or can also be used as a call to action to instigate an IVR call that includes a PCI compliant payment option.
Know your payment options
For digital content, users can be driven to Payforit ‘direct operator billing’ options and bill the goods directly to their mobile phone bill or phone credit for PAYG customers. ‘Direct Carrier’ or ‘Direct Operator’ billing is seen as a huge opportunity if it can be successfully deployed and the commercials work for all parties. For instance, after implementing direct operator billing, Google Play saw three times as many carrier-billed transactions in 2012 than it did in 2011.
Even PSMS still has a role in the right context and environment. For example, a football club could geo-fence its stadium and send a targeted promotional offer to all the fans in the stadium that meet the qualifying criteria. The club could then utilise PSMS so that customers could buy a specific promotional item. For example, it may target over 18s in order for them to get a discount on a pint at half time. When they respond, the fans can then be sent a code back to their handset and all they have to do is go and collect their purchased item at half time rather than have to queue with the masses.
Use Push notifications
Utilising push notifications into apps is another way that mobile marketing campaigns can drive revenue directly. It could be to simply purchase upgrades within the app, all the way to loading money into a mobile wallet that can be redeemed in online stores via the mobile phone.
A push notification might remind users of a recently abandoned shopping cart, for example, bringing them back into the shopping experience. A more seamless experience of stored login and billing information means an easier path to transact.
The universal nature of mobile phones makes them a powerful method of communicating and engaging with your target audience. And when taken advantage of correctly by utilising the above tips, mobile marketing can lead to big spikes in sales and revenue.
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