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Mobile marketing is its own loyalty platform

December 9, 2009


Repeat the following 3 times each morning as you think about leaving 1994 behind and becoming part of the mobile internet revolution and using mobile marketing to connect with your customer and your audience.

They just granted me access to their personal communication device.

They just granted me access to their personal communication device.

They just granted me access to their personal communication device.

A person’s mobile phone never leaves their side. They (hopefully) know where it is at all times. They freak when they lose it. It holds vital personal information. They don’t share it with other people. They only give out their phone number on a selective basis.

I could go on and on with these points but we all know them because we all feel them ourselves. Spam on my personal device? No way. I remember getting a text alert from some company to buy a Michael Jackson ringer right after he died. This does speak to the impulsivity of mobile but I didn’t ask for this and some company had misused my permission from another service. I have an idea who it was but won’t name them here because it doesn’t matter.

What does matter is that because of the highly selective nature of the mobile consumptive experience, marketing to a mobile phone becomes a loyalty platform all to itself.

What does this mean? 2 things:

1) Make the offer you deliver to a person’s mobile phone an offer that they cannot get elsewhere. Make the offer you send to their personal communication device an exclusive offer. Not only will this keep them coming back for more but among their peers they will appear to be “in-the-know” about great deals. In our new-found frugalism this is key. Your customer wants to be seen as savvy and smart. If you help them with this they will reward you with loyalty.

2) Make the offer relevant-a great example of this would be for a bar to send out a text message to their Ruxter site at 3PM on a Friday to come in and get a free appetizer. Or a grocer who sends out an alert at 4PM for a ready-to-eat meal prepared for a busy mom. Or a convenience store owner sending out gas prices for the day at 7AM so they are there on their customer’s phone when they wake up. Or a church who sends out a reminder on Saturday for a food drive the following Sunday so you can remember to pick up an extra item or two when you are out shopping on Saturday.

This is what is meant by thinking like your customer.

Mobile marketing is not like talking to someone’s house like you do with direct mail or to their PC like you do with email. Mobile marketing is about connecting with your customer on their most personal communication device and if you treat it as such you will turn your mobile internet presence (hopefully it’s a free Ruxter site) into a highly effective and rewarding loyalty platform for you and your customer.

Dale Knoop is the President of Ruxter, a mobile multimedia patents holder and an industry-recognized pioneer of mobile data services. In 2005 Dale won an Emmy while serving as the GM for Sprint TV. In August 2009 he launched Ruxter which allows anyone to quickly and easily become part of the rapidly growing mobile internet with a free, fully optimized mobile website they can share with anyone. You can contact him here. Follow Ruxter on Twitter.

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