Mobile is no longer about the phone; it's about being connected. In fact, in some countries there are more mobile subscriptions than there are people (Mobile Marketing Association). Additionally, it takes 90 minutes for the average person to respond to an email, but it takes 90 seconds for the average person to respond to a text message (CTIA.org).Businesses that fail to leverage this rich opportunity to be connected to a captive audience are remiss. Unlike traditional marketing campaigns, mobile ones are opt-in so the audience is more likely to be engaged, and the demographic and geographic information tied to a mobile number gives marketers and advertisers the ability to create personalized campaigns. And when mobile is effectively integrated with a company's overall communications strategy, marketers can conduct multichannel sweepstakes, conduct polls, and get instant, real-time feedback from surveys.
When I experience a dynamic mobile strategy first-hand, I get excited. So needless to say, when I recently dined at Burgatory, Pittsburgh's newest custom-creation burger and shake restaurant, I was thrilled to see mobile at work, especially at a small business.
When we entered the restaurant, the friendly hostess told us that the wait would be an hour, but instead of taking our names, she took a cell phone number with the promise of texting us when our table was ready. We checked out some of the nearby shops and received the text alert in an hour's time. But the use of mobile didn't stop there. As soon as we were back in our car, we got a text from Burgatory thanking us for our patronage and asking us to complete a quick survey. The message also invited us to join the restaurant's monthly e-newsletter.
In a single visit, Burgatory leverages mobile to provide customers with convenience, and then also collects voice-of-the-customer feedback and then registers them into the monthly newsletter to continue ongoing communications.
The plan is simple, straightforward, and works. We signed up for the newsletter and how receive updates on the mouthwatering specials. Sometimes businesses over-think mobile, but at its simplest it's about connecting with people when and where they want to be communicated to.
If a burger joint can figure that out, then you can too.