Marketing to mobile users helps ID, pursue customers

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Kevin Fidler at NuStream Marketing LLC in Allentown believes that mobile marketing will be the most essential way for businesses to advertise until something better than a mobile device is invented.

“Mobile marketing will stay at No. 1 until someone shakes up the entire world to have something else other than a cellphone for people to put in their hands,” Fidler said.

Marketing firms say that mobile marketing is quickly surpassing any other form of business advertisement. They say that social media and websites such as Facebook and Google are the best avenues for companies to not only promote themselves to the masses on a low budget but also to help businesses to determine their customers and to actively pursue them.

“One of the things that mobile marketing does is recognize who your audience is and gives businesses a look at their analytics to help them find their target market,” said Ken Kilpatrick, CEO and president of Sylvia Marketing and Public Relations in Pottstown.

Kilpatrick, who writes an online satirical column, said many businesses still choose traditional routes for advertising, such as newspapers, billboards, television and radio. Other businesses, though, have jumped into mobile marketing with good results.

“People need to see where the eyeballs are at,” he said. “I do that with my own column.”

He said that after he writes a column, he looks at commenters. One can tell a lot by looking at the age, gender and other characteristics of those who respond to the column.

“I can narrow down where my resources should go so I am a better marketer,” Kilpatrick said. “You want to make sure your budget is going to the right place.”

Fidler said he believes it is extremely important for businesses to remain mobile friendly so that their websites can be viewed on the standard desktop, laptop, iPad and smartphones.

He said that his marketing firm works with businesses to design and revamp websites to be viewed by any device at any time. NuStream also upgrades commercial customers so that a business pops up faster during an online search.