Monday, September 17, 2012

Going Mobile: Do You Use Utility Marketing to Connect with Clients?


What is Utility Marketing?
Putting content and information in your marketing material that your target audience can utilize.
It’s the opposite of interruption marketing where your goal is to get your offer in front of as many people as possible in the hopes that someone will buy.
 
You may have heard of engagement marketing or conversational marketing, where the goal is to engage the customer in a dialog. You establish a rapport with your customer so that they trust you and will be more likely to buy and/or give you a referral.
Utility marketing takes this one step further by focusing more on the specific needs of the target audience. For example,
  • it could be a mobile app that helps the user plan healthier meals, built by a grocery store chain.
  • it could be a quick financial wrap up report delivered via email from a financial advisor.
  • or a blog that gives useful tips that the customer can put into practice right away… like this one

Responsive Design

Responsive design, which involves coding and designing a website so it “responds” to the device on which it is being viewed, is a being used by more and more organizations as a way to market and connect with clients on mobile devices.
Unfortunately, in many cases, Responsive Design is either not implemented correctly or ignored altogether. Responsive design is very important because it rearranges your website to work with a Smartphone or tablet device. And this new custom arrangement makes for a better user experience.

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