How to Improve Reach, Influence and Relationship Management Via Mobile, Social Spaces
You may already know there are 5 billion mobile subscriptions worldwide. Under current trends, mobile phones will surpass PCs as the device most commonly used to access the web. You may be surprised to find out that 200 million people access Facebook through mobile devices. These people are twice as active on Facebook, so it appears that having internet access anytime, anywhere via a mobile device creates twice the engagement.
If you aren't already aggressively pursuing an integrated multichannel marketing strategy across the web, social and mobile channels, you're behind. But think of the good news: You have lots of increased consumer engagement and revenue to gain by getting aggressive now. Combining mobile and social with an existing, well-developed web presence offers three distinct areas of opportunity: reach, influence and relationship management.
The incredible reach offered by both the social and mobile spaces is based on the most fundamental principle of direct marketing: Go where your customers are instead of waiting for them to come to you. For a large number of people, their only online activity is social networking. The sheer volume of people engaging in all forms of social media — ratings and reviews, blogs, comments, Twitter, Facebook, YouTube, crowdsourcing, etc. — underscores the opportunity.
Savvy marketers tie traditional websites and web marketing to their social efforts. For example, look at how many emails you receive that have “share to social” links. When email recipients share your email with their friends and followers, they significantly extend the reach of your email. Similarly, the “like” and “recommend” buttons on product detail pages extend the audience to people you otherwise wouldn’t reach.
This viral marketing on a brand’s behalf may lead to people becoming fans and followers through a social network before even visiting your website. And studies show that fans are significantly more likely to recommend a product to their friends.