1.
Customer Acquisition in a Mobile World
By Barbara Drazga, www.DrazgaConsulting.com
Your potential customers and clients are
viewing your brand on a mobile platform right
now. Do you know what they’re seeing?
Mobile is changing the way we live
and the way we run our businesses. According
to Morgan Stanley, 91% of all U.S. citizens have
their mobile device within reach 24 hours a
day. But many business owners are hard‐
pressed to actually describe what mobile marketing is, and still harder‐pressed to
understand how to leverage it to increase their bottomline.
With the explosive penetration of mobile devices in our lives and work,
businesses know they need to recognize mobile market opportunities. Mobile
technology is much more than just the latest ‘app’ downloaded to a smart phone,
iPad, or Android Tablet; mobile is comprised of many technologies that are
impacting everyday life and every vertical market in a variety of ways. Mobile
devices are here to stay and your customers and future customers are
increasingly relying on them for more and more tasks.
As a business owner, you
recognize that building your
network and the relationships
within that
network is the cornerstone to
success. Using mobile devices
and technology to help you
build a targeted list of email
subscribers is just one
opportunity in the mobile
market.
©2012 Drazga Consulting www.DrazgaConsulting.com

2.
Mobile media is a powerful tool to grow your list and help you build relationships
with your potential customers. What does this mean for you? It means more
leads, more sales, more clients, customer loyalty and more profits.
The number one rule with mobile marketing, as with any other marketing tactic, is
to focus on your core marketing strategy and add mobile marketing as just one
piece of it, according to Elaina Farnsworth, CEO of Mobile Comply.
7 Tips to leverage the mobile revolution to
build your contact list:
1. Have a mobile device‐friendly website – Too many websites do not display
properly on mobile devices. And with a rapidly growing number of your visitors
checking their email and visiting websites on their mobile devices, you need to
make sure that when they land on your site, they can easily find what they are
looking for, and are provided offers to join your subscriber universe, that they
can quickly action.
2. Create a QR code ‐ QR codes are a way to send
information to mobile devices (e.g., a
smartphone) using its camera. You send a
short blurb of text, or a web address (URL) by
representing it as a code which people
photograph from their phone.
This code should be displayed in all of your
marketing material, business cards, in‐store
signage, point‐of‐sale promotion, floor stickers
in store isles, advertisements, publications, etc.
Mobile users are adept at snapping a code, and
if incentivized properly, handing over their
contact info for the goodie you’ve promised.
©2012 Drazga Consulting www.DrazgaConsulting.com

3.
The incentive is more effective if
they can use it immediately for a
discount on something they are
purchasing in store at that very
moment.
3. Messaging – Mobile text
messaging offers big opportunities
for global marketers, with developing countries providing the best models for
text‐message advertising, say Wharton experts in response to a recent global
Pew Research Center survey of cell phone users.
There’s a fine line to walk when marketing with
text messages. While text messaging capability
has been around for some time, unlimited text
packages from cellphone providers now make it
easier to push your message out without getting
hate‐texts in return. And many people have
given up their landlines completely and
communicate with the world exclusively through
their mobile devices. Text messaging is to
today’s technology what fax blasting was to old‐
school marketing in the stone age days of
landlines.
Despite the misconception that marketing text messaging is about as effective
as cold calling during dinner hours, texts as a part of an advertising campaign
or a broader marketing strategy is still a viable, effective mode of message
spreading.
©2012 Drazga Consulting www.DrazgaConsulting.com

4.
According to Wharton
experts, mobile text
messaging offers big
opportunities for global
marketers, with
developing countries
providing the best
models for text‐message
advertising.
Integrate a call for action
using MMS (Multimedia
Messaging Service) and
SMS (Short Messaging Service) numbers in your social media, advertising, and
marketing. For example you could use snail mail to get your local pastry shop
flyer into the hands of potential customers in a certain geographic region. But
instead of offering a coupon on the flyer that they will have to physically come
into the shop to redeem (and you are still not collecting contact info with this
method), you could put on the flyer a call to action like: “Text “FeedMe” to
22387 for a free donut”. Now they may never make it to the shop to redeem
the offer, but when they text you, you will have captured their email and cell#
for future communications.
4. Go where your market physically is‐Get
as many touchpoints as possible with your
target market using social media, list rentals, in‐
store signage and promotions – catch their
attention wherever they hang out, and put a
message in front of them that compels them to
whip out their cell phones or iPads and give up
their contact info in exchange for your love (ok,
Freemium).
©2012 Drazga Consulting www.DrazgaConsulting.com

5.
5. Be creative with incentives – in the mobile economy, you can get even more
creative about your offer. There’s a larger chance that your target is physically
at the location where they can take advantage of your offer, and therefore you
have a potentially higher opt‐in rate from old‐school marketing because they
want it NOW. Ask yourself how and WHERE your market is using their phones.
6. Use Apps as marketing tools –
There are several ways to use apps
to build your email list. You could
create an app or a series of apps
that meet your target market’s
needs and wants. Make sure the
app is useful and fun to encourage
downloads, and give value to the
user. Then use in‐app advertising
and registration incentives (where
you incentivize them with a full‐
featured upgrade when they
register on your website for example).
In‐app advertising is an evolving science and it’s important to partner with a
firm that can help you integrate this piece into your marketing strategy, if it is
a good fit for your brand and goals.
In‐app advertising can be based on demographic targeting, allowing your
brand to be exposed to as many potential consumers that fit your target
audience as possible, or through placement within applications that match
your brand’s offerings (a major hotel brand advertising within a travel app, for
example).
A company called Kiip provides the technology behind a new idea in in‐app
advertising. When you create an app for your market, and you set milestones
for reaching a level of achievement, Kipp will display a reward screen, where
the user is congratulated, then asked for their email address to download their
reward (extra points, coupons, etc).
©2012 Drazga Consulting www.DrazgaConsulting.com

6.
You can also purchase advertising within existing apps, as long as the app is
directly related to your target market. The jury is still out on how effective in‐
app advertising is at getting people to take action (click
on the ad, and actually convert to an optin). I admit I
have never clicked on an in‐app add, unless my finger
slipped while playing Angry Birds…
The app in the image at the left shows an ad for Jeep. It’s
a generic ad, and it’s not really targeting a specific
market with the choice of app. I would call this more of a
brand awareness ad. You will likely be able to convert
better when you choose an app that is directly related to
your niche.
7. eBooks and Podcasts – Create free eBooks and Podcasts making them
available through Apple’s App Store, Amazon, and Google’s Play Store and
include an incentive to click through to your optin page.
Are you ready to explore how mobile
marketing initiatives can add value to your
customers and increase your bottomline?
We want to learn about your
business, and are excited to help you
discover how to leverage the mobile
revolution!
Visit www.DrazgaConsulting.com
and fill out our Contact form or
eMail us at BDrazga@Gmail.com
©2012 Drazga Consulting www.DrazgaConsulting.com