[[Posted by Mick­ael Bentz, Prod­uct Mar­ket­ing Man­ager, Neolane]]

How can mar­keters make the most of mobile? Today, mobile means far more than just SMS. Mobile mar­ket­ing is evolv­ing at a fast pace. Com­mu­ni­ca­tion with con­sumers is now con­ducted through apps, push noti­fi­ca­tions, as well as the mobile Web.

Mobile Mar­ket­ing Today

Mobile phones have achieved a near 100% pen­e­tra­tion share; smart­phones have reached over 50%, and tablets over 20%. Today’s con­sumers are mobile and con­nected, and there are sev­eral ways of com­mu­ni­cat­ing with them.

SMS allows brands to cre­ate inbound and out­bound com­mu­ni­ca­tions with a high level of cus­tomer close­ness. Using mobile apps, you can make the most of two pow­er­ful levers: push noti­fi­ca­tions and in-app con­tent personalization.

Finally, con­sumers are increas­ingly using their smart­phones or tablets to go online. Web­sites and emails need to ensure flex­i­ble and com­fort­able read­ing on these devices through respon­sive design, like this process.


Example of a Mobile Campaign

Exam­ple of a Mobile Campaign

The SMS Chan­nel: Mobile Mar­ket­ing in the Mainstream

SMS man­age­ment allows mar­keters to act on both inbound and out­bound mes­sages. With inbound SMS cam­paigns, con­sumers are asked to send a sim­ple mes­sage to a short num­ber (e.g. 10 22 22) to receive spe­cial offers and invi­ta­tions to events. With more con­ven­tional out­bound SMS cam­paigns, brands com­mu­ni­cate with con­sumers using a per­son­al­ized SMS that is con­sis­tent with mes­sages deliv­ered through other channels.

SMS derives a ben­e­fit from the close­ness it cre­ates between the mar­keter and the audi­ence. You can read a SMS on any mobile phone. It’s short, straight to the point, and stud­ies have shown that it will be read by 95% of its recip­i­ents less than 3 min­utes after recep­tion, while it takes an aver­age of 2.5 days for emails to be opened. Also, SMS is still a pre­ferred means of com­mu­ni­ca­tion: the vol­ume of short mes­sages sent has gone up 400% over the last three years.

Push Noti­fi­ca­tions: The New One-to-One Channel

Push noti­fi­ca­tions pro­vide mar­keters with two ways of cap­i­tal­iz­ing on mobile app users: the deliv­ery of per­son­al­ized mes­sages and the cus­tomiza­tion of in-app con­tent. When man­aged con­sis­tently with other chan­nels, mobile apps are an effec­tive, inter­ac­tive and intu­itive way of engag­ing con­sumers. They also rep­re­sent an oppor­tu­nity to nur­ture cus­tomer loy­alty and develop incre­men­tal sales for brands. Strong mobile apps go beyond a sim­ple infor­ma­tive inter­face and instead offer an imme­di­ate, long-term and prof­itable dia­logue with users.

Here are a few exam­ples of push notifications:

1. Spe­cial offers: per­son­al­ized coupons and offers such as the exam­ple below
2. Trans­ac­tional mes­sages, such as order con­fir­ma­tions and loy­alty point state­ments
3. Real-time com­mu­ni­ca­tions, such as spe­cial offers after a cart aban­don­ment or after a check-in

Con­tent can be per­son­al­ized to meet users’ needs. Addi­tion­ally, from push noti­fi­ca­tion to clicks within the app, cus­tomer reac­tions can be mea­sured and ana­lyzed with a high level of precision.

With smart­phone users cur­rently spend­ing 80% of their time in apps ver­sus only 20% on the mobile web, push noti­fi­ca­tions have become a tan­gi­ble oppor­tu­nity. 70% of users are will­ing to receive noti­fi­ca­tions, and 20% of them have already made pur­chases via an app.

Example of a one-to-one push notification

Exam­ple of a one-to-one push notification

Mobile for Highly Per­son­al­ized Experiences

Mobile con­sumers look to SMS and mobile apps to offer a sense of prox­im­ity and highly rel­e­vant and con­tex­tual con­tent. Mobile phones, par­tic­u­larly smart­phones, are an inte­gral part of a con­sumers’ life. They are always within reach, often con­sulted, and each mes­sage is an oppor­tu­nity to inter­act. This is why brands must under­stand con­sumer needs and pref­er­ences and ensure that every expe­ri­ence be rel­e­vant and unique. Offers should align with con­sumers’ expec­ta­tions and con­text. To that end, Adobe Campaign’s seg­men­ta­tion capa­bil­i­ties and offer engine make one-to-one per­son­al­iza­tion pos­si­ble. Brands can lever­age every inter­ac­tion to deliver a mean­ing­ful experience.

Respon­sive Design: The Web Is Becom­ing Mobile

Adobe Cam­paign helps brands cre­ate and deliver respon­sive design emails and landing-pages by detect­ing a read­ers’ screen for­mat and adapt­ing con­tent accord­ingly. Turnkey tem­plates make it easy to con­fig­ure these com­mu­ni­ca­tions, while the pre­view option gives you full mes­sage rendering.

With 70% of emails being sorted and 50% being read directly on smart­phones, adopt­ing a respon­sive design strat­egy has become mis­sion crit­i­cal. The stakes are sig­nif­i­cant:  for some Adobe Cam­paign cus­tomers, click-through rates for mobile-optimized mes­sages have bumped up by 44% com­pared to non-optimized messages.

From “Fore­cast: Devices by Oper­at­ing Sys­tem and User Type, World­wide, 2010–2017, 1Q13 Update” by Gart­ner, Inc.:

In 2015, Smart­phone and tablet sales will out­sell PCs world­wide. They will become pre­ferred devices to surf the Inter­net. This is already the case within many emerg­ing mar­kets. The con­se­quence of this phe­nom­e­non is that each and every orga­ni­za­tion needs to re-think its dig­i­tal strategy.”