While doing a little living room yoga this morning (Tara Stiles has my favorite yoga videos!), I had a bit of an epiphany: yoga is a lot like mobile marketing. Maybe my brain is just addled because I think about both endeavors a fair amount, but bear with me here, and check out my thoughts on why the two practices are similar.
1. Mobile marketing and yoga have both been around for longer than you think
As we covered yesterday with some QR code facts, QR codes have actually been around for nearly 20 years (and barcode technology for much longer). Mobile marketing has existed in some form since mobile devices were first developed. The Mobile Marketing Association was founded in 2000. Yoga, of course, has been around for centuries, in various forms. Only recently have the advent of smartphones and related technology, as well as the urbanite’s need for community-oriented, low-impact exercise made each much more commonly practiced, or at least more commonly addressed in the media. As mobile marketing continues to evolve, new mobile marketers need to build on existing insights and best practices while also adapting to new tools. Which brings us to the second reason…
2. Mobile marketing and yoga both require flexibility and frequent practice
While you don’t have to be able to do the splits to practice yoga, or be a mobile app developer to get your message out on mobile, it helps to have a flexible mindset and a willingness to try new things. Anyone can do yoga, but the practice often requires you to push your limits (although not so far it hurts!). Likewise, mobile marketing as a discipline is evolving as fast as the technology that serves it (and the people that use it. Consequently, mobile marketers must constantly adapt their approaches and adjust their strategies to try new tools and respond to new data about how consumers use mobile.
And, as with most things, you get better at yoga and at mobile marketing the more you do them. If you practice yoga only once a week (like I’ve been doing—bad me!), your progress will be slow. If you do a 90 day Bikram yoga challenge, as one of my friends currently is, you’ll probably notice a difference every day—and at the end of 90 days, you’ll be in great shape!
The same holds true for mobile marketing. If you slap one lone QR code on the back of a brochure and do nothing to promote it, your results won’t be very impressive. But if you create targeted QR code or text message campaigns for specific audiences and promote the heck out of those campaigns every day, you will see measurable results.
3. Mobile marketing and yoga can both hurt if you do them wrong
The New York Times recently published a great piece detailing some of the injuries that have resulted from yoga, among both beginners and experts. The article emphasizes the importance of knowing your own limits, and recognizing that everyone’s needs and abilities are different.
Mobile marketing also requires an awareness of your limits, or at least your goals. Do you really need to fly a QR code banner behind a plane? What are you hoping to accomplish by doing so? Slapping QR code stickers all around town (or all over the sky) or sending spammy text messages to thousands of people who have not opted in are not good mobile marketing practices, and they hurt other mobile marketers by giving the discipline a bad name. As in yoga, always be mindful of what you are doing and how your actions can be beneficial.
So, did I convince you yet? Are you ready to stretch your marketing muscles and go mobile? Sign up for SnapHop and reach out to your customers on the go!
Yoga mat image from Lululemon