Mobile
usage has become an integral part of the path-to-purchase. Consumers are
tapping into their smartphones at home, in store aisles, and on-the-go to read
news, research products, compare prices, engage with brands and receive special
offers and coupons. Brands are finally realizing the potential of mobile
marketing to produce business success. Mobile cannot be an afterthought when
you consider that Mobile now accounts for 29% of eCommerce transactions in the
US and 34% globally. It is expected that by the end of 2015, mobile share is
forecast to reach 33% in the US, and 40% globally.
It’s clear the way consumers engage and make
purchases is changing and marketers and advertisers must find a way to interact
with them in a personalized and relevant way. Mobile has changed how brands market to consumers - with the biggest shift coming from the need for personalization. Brands have to approach content marketing as a two-way street with
consumers. Which means relevancy has to be the first and last goals for brands
- otherwise you’ll be at risk of losing
your customers.
Understanding how to market to your consumers and
monetize the mobile channel more effectively can be accomplished by focusing on
the following areas.
Opt-ins are key
Perhaps this is obvious, but getting an opt-in
opens up infinite possibilities for personalization. Be bold when encouraging
customers to submit their phone number to receive mobile alerts, or authorize
push notifications when downloading apps. For brands used to direct mail,
traditional advertising or digital retargeting, mobile presents a new realm of
legal regulations that, if not followed, could cost you big time. The most
important guideline to follow is the “opt-in” regulation for text messages. Any
text message you send can only be sent to a user who explicitly opted-in to
your message service. Meaning, buying lists or automatically enrolling loyalty
club members into your text message database is a big no-no. So brands should
focus on getting their customers opt-in. Once that occurs brands can continue
to build on the data they have collected to deliver increasingly personalized
messages.
The consumer's experience doesn't end once they have tapped
Effective mobile marketers take a cross-channel
approach that integrates the various mobile channels, such as SMS, app, Web,
and social. Value comes behind the
scenes, as brands can learn tons of useful information from mobile
interactions. For example, customers reveal their operating system when they
download an app or open their Web browser. Smart marketers collate such data
points into one centralized customer profile—an ideal asset to maximize
personalization for mobile. Companies just getting started with cross-channel
mobile marketing should focus on small wins. True cross-channel takes time and
optimization, so commit to integrating what makes sense over the short, medium,
and long term instead of trying to do everything in parallel.
It’s all about location
Mobile devices go everywhere. Take advantage of
how that information can create personalized experiences. On SMS, marketers can
request that customers share their ZIP code. As long as customers see the value
in the call to action requesting location the message won't come off as
intrusive or pushy. For those stuck on how to use location, start with four
straightforward applications: time, weather, calendar, and geography. Messages
like "Get an additional 20% before 5PM today," "Beat the winter
blues with this offer," “Back to school special” or "Special deal for
the summer," messages will establish a stronger consumer/brand connection.
View mobile through a data lens
When most marketers approach mobile, they
gravitate toward viewing the technology as a communication channel. Savvy
marketers understand that mobile produces much more value as a data channel.
Analyze your data across channels to create and serve relevant content to your
customers or potential customers. Build around your opt-in text message
database. Once you have a person’s cell phone number, you can use that personal
identifier to connect the dots with your CRM, loyalty programs and even users’
social media profiles. The more you know about your consumer’s buying habits
and engagement, the better you can serve them pertinent and relevant
information directly to their smartphone or tablet.
Personalizing mobile interaction will
immediately increase consumer engagement and loyalty with your brand. Mobile
marketing and advertising, done legally and relevantly, has tremendous
potential to reach customers on devices that they always have within arm’s
reach.
