Today, there is no doubt that mobile has become the primary digital touchpoint for many consumer-facing companies. Mobile phones are indisputably the most widely used device: We keep them on our bedside table when we sleep, and in our pocket or purse when we’re awake. We check our mobiles constantly for a variety of reason, and they can be seen as an extension of our hands, our brains.
Let’s start with a few interesting statistics. In 2015,
- 80% of adults in the United States had smartphones,
— 75% used their smartphones to access mobile Internet services,
— 46% said they “couldn’t live without it,” and
— 57% said they used their phones to do online banking.
Mobile thus represents a massive opportunity for marketers, as this channel gives brands almost 24/7 access to their customers. It is an extremely effective tool in driving consumer engagement and financial results. But the value of mobile is also its greatest challenge. Mobile phones are personal devices, for which broad messaging isn’t good enough. Customers expect brands to deliver messages and experiences that are as intimate and personal as their device. To succeed, a brand must also initiate its mobile moments at exactly the right time and place.
Here, I’ll share with you a few tips on how to make the most of mobile devices, and how marketers can consistently meet consumers at the right time—with contextual content—on their mobile devices.
Connecting personally with customers
Delivering personalised experiences that convince customers to build a relationship with your brand should be your ultimate aim. To achieve this goal, it is necessary to consider the “three Cs” of mobile: context (improve engagement using location, activity, and device), connection (use context to make each interaction personal), and cadence (deliver personalised messages when they matter most).
To illustrate why context is so valuable in mobile, let’s look at email: today, more than two out of three emails—67.8%—are first opened on a mobile device. Moreover, more than 42% of people instantly delete emails that look bad on a mobile device. This shows that creating responsive emails, with concise, on-target copy and images, is absolutely essential.
Mobile gives marketers the chance to interact on a personal level with individual consumers. For instance, an airline can send reminders to clients to check in for flights, or provide live updates if the flight is delayed, which is efficient because of the time-sensitive nature of the information. Similarly, a mobile wallet that allows customers to store their boarding passes and eliminates the need for a printed copy, is another illustration of how mobile marketing needs to be connected to customers’ needs, motivations, and personal situations.
Mobile wallets also allow customers to carry loyalty cards, which are a powerful marketing opportunity for brands. Loyalty cards can be stored alongside the customer’s credit cards. There has also been talk about using near-field communication (NFC) technology to link coupons and loyalty cards with transactions at the point of sale to ensure that every loyalty card–carrying customer receives the maximum discount, creating a faster, individually optimised experience.
Creating the right mobile moments
Mobile moments are the new competitive battleground. Mobile messaging is one of the most effective tools for initiating mobile moments to drive consumer engagement and financial results. Mobile messaging improves revenue, customer engagement, and customer satisfaction with products and services while often lowering operational costs. It can also be used to initiate engagement with consumers at every stage of the customer journey.
However, too few digital business professionals are leveraging mobile messaging. In Forrester’s Q2 2014 Global Mobile Executive Online Survey, only 49% reported using SMS and 33% reported using push notifications. Several factors can explain this, such as the fact that best practices are still under development in many companies, or that messaging return on investment (ROI) is difficult to prove.
The idea behind these tactics is to engage your customers with mobile messages that inspire immediate action.
What do you think about these two reports? Do not hesitate to share your views and strategies for mobile marketing in the comments! And if you want to go further, our report Up Close and Personal is available to download for free!