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).
Customers are glued to their phones…
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.
Benefits of mobile to users:
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:
Convenience to purchase – on the go and at whatever time suits us.
Extensive product and service choice – you can easily browse goods and services from a range of sellers to get the best deals.
Quick access to information – when needing an answer to a question we all “just Google it”.
Easy selection process and checkout – assuming you have built your mobile site with user experience in mind.
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.
1. Show you’re mobile-centric in first impressions
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.
2. Deliver on-the-go aftersales
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:
Make sure any transactional notifications are made in a timely manner. For example, after receiving an email confirmation, any updates to whether the product has been dispatched or is in transit should be sent through both mobile and email. Of course, this depends on what they’ve selected as their preferred communication.
Your delivery updates should be accurate and on time. If you say the product will arrive between 2PM – 4PM, then it should. Whether you’re delivering the item internally or with a third-party, make sure they’re trusted to get the job done right. SMS updates for this can make it even easier for your customers to keep track of their order.
If your customer is happy to receive marketing material from you, send them “how-to” guides, product reminders and more, in a mobile-friendly format. That’s whether it’s sent through email or SMS as the likelihood they’ll access email or any in-app notifications through their mobile is high.
3. Market within micro-moments
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.
“Micro-moments occur when 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.
Tip:Nosto is a great tool for creating personalised marketing moments.
Some ways that you can market for micro-moments include:
Asking for a product review through email or SMS once the user has bought a product. You can offer incentives such as “10% discount off your next order once completed” to give users more of a reason to do so.
Use behavioural insights to understand what products they like and when they like to shop. This way, you can send them similar products at times they’ll be most likely to browse or better, buy.
Promote any events through SMS or “push” marketing. This is great for service companies for sending appointment reminders, replenishment reminders, subscriptions renewals and more.
Market to them at the time of anniversaries or key dates like birthdays, throwbacks and more. For example, “Did you know you’ve been shopping with us for 2 years? Congrats! Here is 25% off your next order to say thanks.
4. Treat mobile analytics as essential
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.
5. Observe other industries & competitors
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.
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