How Businesses are taking Advantage of Mobile Marketing Trends

By Jeffery Hernandez –

It’s a mobile world these days. While the number of mobile devices continues to rise, savvy business owners are taking advantage of this and finding new and unique ways to reach out to customers. After all, it’s a matter of adapting our businesses to reach the mobile world we live in today. Consider these statistics:

• Mobile advertising increased by 81 percent in 2013. Following that banner year, the growth rate was expected to slow somewhat, at a projected 61 percent in 2014 and 53 percent in 2015, according to CMO.
• Global mobile advertising was expected to reach $18 billion in 2014, up from a projected $13.1 billion the previous year, according to The Hindu Business Line.
• Mobile Marketer says the global mobile marketing and advertising market is expected to increase by an annual compound growth rate of 26 percent, reaching $38.1 billion by 2018. That compares to $9.4 billion in 2012.
• About 64 percent of those with a smartphone who responded to a survey said they made some kind of purchase from their mobile device after seeing a mobile ad, Biz Report says.

However, it’s not all rosy news. Biz Report also says that 74 percent of respondents to that survey said they had not received a mobile ad from their favorite brand. And, as the site points out, that means scores of businesses are missing opportunities to reach the demographic they serve.

But it’s not all about responsive design and SMS and email marketing tactics.

Trend Watching took a look at how several South American companies are taking advantage of changing consumer habits – and are now flourishing. When reading about these companies, one trend in particular stand outs: Instead of hoping that customers came to them, these companies went straight to the consumer.

Companies that Directly Reach Out to the Consumer

What is the best way a company can do this? Through mobile POS technology, like the Shopify POS. With systems like this, businesses can instantly accept credit cards, manage their inventory and track sales. Mobile POS systems also allow businesses to analyze a variety of purchasing behaviors.

Below is a look at some of the companies highlighted by Trend Watching, and what they’re doing to take their business to the customer:

1. Flower Power

Botánicus is a mobile greenhouse in Colombia that sells everything from plants to flowers for the home or office. Started in 2013, a restored bus drives around high-trafficked business and tourist areas in Bogotá. Customers can also place advance orders and track the bus route.

2. Nails on Wheels

The company Nail Deliver is a Brazil service that does manicures at people’s homes or offices. Appoints are booked by phone, and the company offers services for special events, like weddings.

3. Rockin’ Out at Lollapalooza

Paris, a Chilean retailer, picked up new customers and gave back to a charity at the March 2014 Lollapalooza music festival in Santiago. The retailer took in concert-goers old clothes for rewards, like customized T-shirts, portraits and haircuts. The garments were then given to a nonprofit that supports female entrepreneurs, Debuenafe.

4. Bank on This

The company IDEO helped set up a system for the Peruvian bank Interbank in Lima in which customers were alerted via SMS, thereby eliminating the need to wait in a long line for a bank teller. In addition, they also set up social areas where customers can learn how to get the most out of their finances.

5. Retailer Hosts Classes in Underserved Area

Magazine Luiza, a home-furnishing and electric appliances retailer, opened the first “virtual shop” in a low- to middle-class area of Heliopolis, São Paulo. Now, customers can order online and receive virtual help. The company also holds culinary and computer classes and tasting events.

In-Store Trends

Of course, bricks-and-mortar stores are taking advantage of mobile marketing trends, too. Veronica Katz, CSA Head of Retail Marketing and Strategy for eBay, told PayPal that in-store mobile marketing trends could cause retailers to change how they format and stock their stores. For starters, mobile POS devices and other tools now allow stores to better track their inventory risks and to showcase an expanded array of products.

But it’s the in-store mobile payment options that’s really taking off. Many brands are now using mobile devices, especially tablets, to improve wait times and increase convenience, PayPal says. The site pointed out the 2012 Motorola report to underscore their point:

• 66 percent of retailers say they’re interested in using a mobile POS service.
• 42 percent already offer mobile POS programs or plan to do so within 36 months. This includes major retailers, the report says.

PayPal also pointed out that some retailers are arming their staff with mobile devices, which helps them find items that shoppers are looking for, even if it’s not on the shelf.

Businesses that Thrive Take Advantage of Mobile Marketing

Whether you own a small food truck or manage a large retail store, businesses that thrive are finding new and unique ways to reach out to and engage today’s consumer. But you don’t necessarily need a big-retailer’s budget. The above-mentioned mobile marketing tactics are not only effective, but most won’t bust your budget.

Jeffrey completed his Masters in Business Administration and works as an Independent Financial Advisor. He loves playing chess, reading novels and spending time with his family.