MARKETING | Staff Reporter, Australia

Here's what you must know right now about mobile marketing for QSRs

Marketing strategist, Deborah Jackson, shares her thoughts on the latest trend.

With the rapid development of mobile technology these days, quick-serve operators are taking advantage of this new avenue to further their brand’s marketing. Different quick-serve chains have already begun launching various apps, mobile ads, and coupons to better increase brand awareness and promotion.

QSR Media spoke with Deborah Jackson, Marketing Strategist and Author of 'Easy Marketing for Women,' to find out more about mobile marketing and its limitations in the industry.

QSR Media: Mobile Marketing for QSRs, why?

Jackson: Basically, people are looking for solutions anywhere, anytime. Most people will have a mobile device on them most of the time (ie. phone, tablet, etc.), and when they are looking for a solution to solve their problem, they will use what's in their hands.

Mobile marketing is a brilliant tool for discounts, promotions, relationship building and teaching people how to use your product. 

Mobile marketing is effective when people can download a promotion/ discount or watch a video to learn how to use a product. The more convenient your product or service is (ie. found on mobile), the more effective you are in engaging the customer.

QSR Media: What are some of mobile marketing’s limitations or disadvantages?

Jackson: Here are some limitations or disadvantages- keeping with technology and making sure that your information is relevant, remember who your target market is and how to connect with them.

24% of total website traffic came from mobile devices in the first quarter of 2013 that's up 78% from the same time in 2012 and 109% since 2011.
Mobile is quickly becoming the preferred e-commerce channel as 7 out of 10 online consumers examined access multichannel retailers through a digital channel.

Half of online shoppers surveyed, who own a smartphone and nearly 60% who own a tablet, make purchases on those tablets.

Consumers are also open to communications from retailers on their mobile devices: 47% want a coupon/promotion sent to them because a retailer knows they are in-store or nearby.

QSR Media: How can QSR’s maximize reach with mobile marketing?

Jackson: Most small business owners use devices, such as their mobile phones or tablets, to conduct social media marketing, email marketing, promotions and surveys.

In Finland, fast-food chain McDonald's partnered with Nokia to deliver mobile ads when its customers were near a restaurant. Consumers who clicked on the mobile ads were able to view a promotion—one cheeseburger for one euro—along with directions to the nearest store location. Nearly 40% of those consumers selected the click-to-navigate option, and overall, the pilot program resulted in a click-through rate of 7%.

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