A lot of people are using their mobile phones to access
information on the Internet because it is more convenient. My April post, Mobile Marketing Leads for Innovative Business and their Adventurous Leaders, sheds some light on the
statistics that prove this point.
Although we have the statistics, it has been documented by Reach that
less than 2% of U.S. marketing spending goes toward mobile advertising (Godinez,
2013)http://digitalbarandgrill.com/5-reasons-why-mobile-must-matter-in-2013/. The reason for this, according to Godinez, successful digital business
strategist, practitioner and educator, is that it is still an uncharted
territory. Mobile advertising is one of
the hottest web marketing innovations, but businesses must know how to
strategically implement it as part of their business plan and marketing goals
and learn which tactics to use to get ROI. In this article, I will describe what
a mobile marketing strategy could be and discuss some tactics businesses’ in
the bar and nightclub business can use.
According to Dave Sribnik, director of trends and technology
at Marke Team, sales and promotion agencyhttp://mktminc.com/, 70% of mobile searches lead to one
action within one hour (Ponchione, 2013). So if your strategy is to increase
sales, this is definitely where you want to spend your marketing dollars. You are going to get a 70% return on your
investment. According to Sribnik, mobile
technology in business is especially convenient for customers who are looking
for places to eat or drink on the go. So how do we take advantage of this trend
and these statistics?
The first tactic that Sribnik suggest is for businesses to
create mobile-compatible websites instead of apps (Ponchione, 2013)http://www.nightclub.com/nightclub-management/marketing/mobile-s-ubiquitous-appeal. “With a mobile compatible website, a business
can have links to all the important websites like Yelp, Foursquare, Facebook,
Instagram and Pinterest”, say Sribnik.
Second, use mobile to photo share. “One just has to look at the success of sites
like Pinterest, and Instagram and even Facebook, it is the present and the
future “, says Sribnik. You know when
people go out they like to take pictures of how happy they are and friends they
haven’t seen in sometime and the clothes they wear. It is like a momentum they keep to share
their life stories. This is a perfect way
for any nightclub to become a part of their customer’s celebration of life.
Fourth, near field communication. NFC is available on all android
smartphones. It allows phones to “talk”
to each other through a tiny chip. This chip can be placed on menus, tabletops,
waitresses and waiters clothing, etc.
Businesses can then send messages to the phone to send them to their
menu or to Facebook or Twitter pages. (Ponchione, 2013). In this way, they can
keep in constant communication with the patrons while they are in the venue. A business can use this to announce the
latest event or promotion, to advertise a special drink or food item, they can
even have patrons view tweets, answer customer service questions, order drinks,
conduct contests, etc. “ The
possibilities are endless”, says Sribnik”(Ponchione, 2013).
Godinez, J (2013,Dec 6). 5 Reasons Why Mobile Must Matter in 2013. Digital Bar and Grill. Retrieved from http://digitalbarandgrill.com/5-reason-why-mobile-must-matter-in-2013/
Lyne, M (2009, Oct 15). What is a QR Code and Why Do You Need One? Search Engine Land. Retrieved from http://searchengineland.com/what-is-a-qr-code-and-why-do-you-need-one-27588
Ponchione, A (2013,April 2). Mobile Ubiquitous Appeal. Nightclub and Bar. Retrieved from http://www.nightclub.com/nightclub-management/marketing/mobile-s-ubiquitous-appeal
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