Few marketers know how to fully exploit the potential of mobile marketing. Despite its popularity, brands often struggle to implement successful strategies that help them keep up with the behavior of customers who switch between multiple offline and online channels.
When done right, mobile marketing can help you capture customers' attention with short, concise messages that make the customer experience convenient and personal, making the purchase seamless and sales easy to make . And with customers glued to their phones nearly 24/7, it's the perfect way to reach them wherever they are, allowing you to achieve optimal reach for your marketing .
But it's an important strategy that packs a punch. Google has found that mobile users are more likely to deliver a negative mobile experience. And it's all too easy to inadvertently deliver subpar experiences, especially since mobile marketing is essentially a connection to your customers' most personal devices. As a result, common mistakes like over-messaging and heavy marketing pressure can damage trust, reduce engagement, limit revenue, and increase opt-outs.
In this article, you'll learn how to use mobile marketing correctly greece phone number data to improve your customers' omni-channel experience with your brand.
TABLE OF CONTENTS
How effective is mobile marketing?
The biggest mistakes in mobile marketing
Get to know the “omni-channel web”
4 steps to successful mobile marketing
Mapp Marketing Cloud: Opportunities of mobile marketing
HOW POWERFUL IS MOBILE MARKETING?
Mobile marketing has a quick impact, and those memorable messages can even go viral! At best, that means a lot of exposure for your brand for all the right reasons. But if you get it wrong and go viral because of poor messaging, your reputation can be damaged in the long run. Considering it's such a risky strategy, why should you take extra care to get your mobile marketing right? The statistics speak for themselves:
Make your messages meaningful: Users check their phones about 58 times a day , which means customers will see your messages quickly—whether it's content, notifications, or ads.
Tap into the leading device for online traffic: Gone are the days when desktops and laptops were the only way to access the internet. Today, mobile devices dominate the internet and make up the majority of traffic. If you neglect this, you're missing out on the opportunity to reach your customers on the devices they use most.
Multiple channels centralized for optimal marketing reach: A cross-channel mobile marketing strategy gives you the options you need to reach your customers in the most effective way. With many channels centralized on one device (email, SMS, and more), you can engage with customers where they are most likely to open messages and convert. After all, marketing across three or more channels results in a 494% higher order rate than a single-channel approach! (article in English)
But here's the best part: reaching shoppers on mobile devices leads to high engagement because people like to keep their personal devices close to them . They stop to check notifications whether they're relaxing at a bar or rushing to a meeting. And now that more people are working from home, they're even more likely to pick up their phones between work calls!
That's why mobile marketing is a powerful marketing strategy. It can increase key performance indicators like engagement and conversion rates, while its convenience promotes an effortless customer experience. However, be sure to walk the line between useful updates and over-messaging so you don't inadvertently put excessive marketing pressure on mobile users.
MISTAKES THAT UNDO POTENTIAL BENEFITS OF MOBILE MARKETING
The lack of an insight-based mobile marketing strategy can damage your relationship with mobile users, as their devices are perceived as something very personal. A significant example is that sending more than five push notifications per week can cause 64% of users to abandon your app . (Article in English)
Customers don't like being bombarded with messages. They also don't like it when you feed them irrelevant and generic information, especially when it's repeated across multiple marketing channels. These annoying mistakes lead to poor customer experiences and poor sales.
So how can you ensure your mobile marketing campaign strengthens customer relationships and increases sales? The answer is to put actionable customer insights at the heart of your overall omni-channel marketing strategy by leveraging a rich database of aggregated, real-time customer data. Yet many brands make the mistake of basing their strategies on incomplete customer profiles because data is siloed across many individual marketing platforms.
A customer data platform (CDP) can unify your data sets and structure them into unified customer profiles enriched with real-time first-party data. This reduces the time it takes marketing teams to get to know customers and figure out how, where and when to send effective communications. This allows you to send attention-grabbing messages on the best channel and at the ideal time to drive customer engagement.
KNOW YOUR CHANNELS IN YOUR “OMNI-CHANNEL WEB”
There are several ways you can reach customers on their mobile devices. Each has its own characteristics and requirements, which determine whether it is the right channel to bridge the gap between you and your customers.