Driving Trends in Mobile Marketing

With the turn of the century, cellphones moved from being a luxurious feature in high-end cars or the accessory of the well-to-do Wall Street type to the ubiquitous accessory and must-have item for nearly everyone. With phones now the powerhouse devices that they have evolved into, nearly everyone relies on these minicomputers for so much more than phone calls. With Internet access and myriad additional features for connectivity and improved productivity, these devices have in turn changed the scope of marketing.

Mobile MarketingWhere even a decade ago the best screen to reach potential customers was the television or computer, it now is the smartphone. With one in nearly every pocket, they represent a large portion of online searches. As a result, many companies use this to their advantage to strategically position their products or services to appear to cellphone users within a geographic area.

Using what is known as geolocation, marketers can tailor advertising campaigns or use paid search results  to make their business more prominent to those searching for certain terms or phrases within a predefined area. The mobile device communicates its location while performing the search – provided that users permit that in their settings – and this information is used to target potential buyers or customers. For example, if a person in Chicago searched for “pizza” in a search engine, pizzerias nearby that promoted their business through these marketing channels would appear higher in search results.

In addition, a second rising mobile marketing technology allows businesses to connect with passers-by near their physical locations and drive their foot traffic up. Known as “beacon marketing,” this involves purchasing and programming small Bluetooth transmitters that are placed in storefronts. These affordable and easy-to-use devices then communicate a message that can be received by smartphones that have Bluetooth functionality enabled and are within receiving range. This is often a call to action alert that draws potential customers in, like a discount offer or other incentive. The beacons can even be employed within larger stores to allow marketing campaigns to be designed by department. For example, a department store could use an in-store beacon campaign to advertise a specific sale on items within a division of the store, further driving their sales.

Being up to date on these mobile trends is vital in the modern marketing world to you help promote your business and drive your sales. CSS can also help you find a great new position or locate the right candidates to add to your sales or marketing team. Contact us today to find out more.