Mobile is huge. There are 2.35 billion smartphone users in the world and 37.2 million customers who have already opted-in to receive SMS. That’s a lot of people
With users wanting a different experience from brands, marketing has become a mobile affair. Though lots of companies aren’t seeing as much interaction from their mobile marketing tactics as they have previously with desktop.
We’ll talk you through how you can achieve customer engagement on mobile to ultimately build brand awareness, acquire and retain customers and increase your marketing return on investment (ROI).
So, not literally speaking, but brands are seeing that consumers are practically inseparable with their mobile phones. This creates immense pressure to create a seamless “at home” experience because the once high street shopfront can be anywhere in the world.
Whether it’s on the consumer’s sofa, in the library or at work, marketers must use personalisation tactics to prioritise the user at every stage of the customer journey.
In other words, brands should make their shopping experience as smooth and easy as possible for the user. Users being “out and about” shouldn’t affect that.
Though it can be frustrating for many who aren’t a fan of mobiles, they grant users many benefits that marketers must be aware of:
It’s clear that mobile is highly important to a user’s day-to-day life. This means that it’s crucial you take this onboard and ensure you’re catering to mobile.
The first time a potential customer interacts with you, whether it’s on mobile or desktop, you need to show that you have thought about their mobile experience. To do so, you must develop a mobile-centric strategy.
A mobile-centric strategy should include tactics such as SMS marketing, emails that fit a mobile screen, buttons that are easy to click on and more.
Of course, that means taking into consideration every aspect of your online business from responsive website design to product descriptions. You must ensure that these basics are in place across the board.
Take a look at the example below, from Fabletics. They ensure that their email scales down accurately for mobile so that aspects of the content isn’t lost.
As much as first impressions are important, a good post-purchase process is key to getting your new customers to return. Show that you appreciate their business through a valuable mobile experience:
As a marketer, you should have heard about “micro-moments” by now. The meaningful moments during a user’s day where they have intent to visit your site to fulfil a need at the time.
occurwhen people reflexively turn to a device – increasingly a smartphone – to act on a need to learn something, do something, discover something, watch something or buy something. They are intent-rich moments when decisions are made and preferences shaped.” – Mentio
It’s important for you as a brand, to provide valuable content and tailored product recommendations through personalisation tactics. This will allow you to save money that would be spent trying to obtain more customers and target more conversions.
Some ways that you can market for micro-moments include:
Companies can often overlook analytics data. As a company you can spend so much time planning, creating and running a campaign that you neglect to reflect on how well it went.
In many cases, if a company is generating a good amount of ROI from the campaign, they may think there isn’t any need to further investigate the campaign as it performed so well. However, this can be a huge downfall for future marketing campaigns.
Although mobile marketing has been around for a while, it’s still very new. This means that it’s important to analyse every aspect of data you receive, particularly if you’re a new online business. This is because mobile analytics will show you pages that users don’t like (through analysing high bounce rates), at what stage of the checkout process users drop off at most and more.
All of this data can help you improve your site design, messaging and more, to stop any visitors from exiting. As a result, this will improve the overall experience for customers.
Once you’ve collected it, feed the insights directly back to your developers or specific areas within the marketing team to ensure a process to correct these issues is in place.
As much as your own analytic data will flag up any errors or areas for improvements, looking at your competitors and other industry tactics that work well – or not – will help you to grow and better your marketing tactics.
For example, in the telecommunications industry, it’s not uncommon to receive texts of how much data has been used, warnings about reaching contract limits and more.
Updates like such could be applied to your product and industry to ensure you’re customers are fully informed of everything they need to be and more importantly, that they’d like to be.
Create a preference centre with options to opt-in to these types of texts so that you can be sure to communicate everything they want, in the way that they’d like.
These 5 steps are crucial to ensure that you’re marketing to your customers effectively. This way, you can generate engagement and ultimately transform them from someone within your target audience to a paying, and returning, customer.
Want help with using mobile marketing in your digital strategy? Do you know if your website is mobile-friendly? Speak to our team of experts today.
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This could be the beginning of something big