By Anthony Wilkey, Strategic Client Director, SmartFocus
The way consumers access and interact with content on mobile devices has evolved considerably over the last five years. With the advent of smartphones, browsing, purchasing, staying on top of email – be it personal or for work – and keeping up to date with social media and the latest news ‘on the go' has never been easier.
Indeed, recent figures suggest that by 2019, global smartphone penetration will have exploded to 60%, from the 25 to 30% it is today. The prevalence of smartphone and tablet use by today’s consumer makes mobile a key channel for marketers to employ, engage and interact with their audience.
With this in mind, the following three elements are essential to make the most of a mobile marketing campaign:
Get yourself into a mobile state of mind
Just as data is critical for fuelling relevant and engaging campaigns, it is equally critical for marketers to understand the driving factors behind their customers’ mobile mind-set when developing mobile marketing strategies and campaigns. Knowing how subscribers engage with their devices will help to create a positive user experience for those on the go, on their couch, or at their desk.
Marketers should ask the following questions to help get into their customers’ mobile state of mind: what proportion of customers are making purchases from their mobile devices; which customers read emails on their mobile devices; and when do they do this?
Bring the mobile experience to life
To connect with customers, brands should look to create an all-encompassing, consistent and emotional experience from the outset. Therefore, as strategies are established, it is important to make sure campaigns are optimised for viewing on a mobile phone or tablet. If email, web pages or forms are hard to view or slow to load, it will be difficult and often impossible to keep visitors engaged – especially if the information isn’t relevant or of value to them. When promoting a purchase or sharing information by email, it is important to consider the experience that is being provided.
Unlocking this behaviour can be achieved by testing campaigns in their mobile state. Findings can identify how many subscribers are opening the email campaign, what device they are using, how long they are viewing the email for and whether or not they are clicking through to links. For example, if it is found that most mobile users will access their device during their commute at 8am – why not use this information and inject it into future campaigns and make sure to send a compelling and relevant email when they are most likely to see it, read it and respond to it?
Getting this right could be the difference between an unread email in the inbox, a message sent to the trash, or a browser converted into a buyer.
Use mobile to build on a traditional marketing approach
With the help of modern marketing technology, brands have the opportunity to truly engage customers with one-to-one personalised, real-time messages. But rather than replace traditional strategies entirely with new online and mobile channels, marketers should consider building on their marketing foundations and extending these offers across the channels with they engage. It is important to recognise that mobile experiences are one part of a multi-channel marketing approach that is continually evolving. As part of an integrated strategy, it has the ability to complement a brand and become a cornerstone of marketing efforts.
Marketers have only begun to scratch the surface of how mobile marketing can be used, but when it reaches its full potential, it will influence and guide customers, producing another dynamic channel that provides relevancy, immediacy and enables successful engagement with today’s ‘connected consumer’.
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