We know, we know–religion and politics are off limits in the office, but before you x out the screen we assure you that this blog post is not about politics. Neither a single candidate’s name shall be uttered, nor a trace of partisanship detected. The campaign trail is merely to serve as the framework for some valuable advice about mobile marketing that it would be a shame for brand marketers to miss. Will you join us?
It’s important to separate what people say from what they’ve done
You may know demographic information about your customers, but that is not representative of the whole picture. It’s certainly important to consider that statistical data; however, to truly understand who your customers are as individuals, marketers must consider the specific actions they’ve taken. With a full picture of their customer journey and access to first-party data from smartphones, brands are able to uncover behaviors and habits to offer real-time rewards and relevant information.
Be strategic when it comes to hot button topics
There are many frequently debated trends and techniques when it comes to mobile marketing. Don’t just hop on the bandwagon though; do what makes sense for your business. There is no one-size-fits-all solution for being successful on mobile. Just because one type of mobile strategy works for a company doesn’t mean it will work for you. Rather than mimicking brands that are successful on mobile, develop strategies that are aligned with your goals, and your customers (Mobile Marketer).
Your competitors will outpace you if you’re not proactive
Don’t wait to see if your competitors or your industry adopts mobile strategies. By that time, you’ll already be behind. Global sales on mobile devices almost doubled in 2015. Brands not incorporating mobile into their overall brand strategy (not just their digital strategy) will miss out on not only significant revenue, but also the robust first-party data smartphones provide about customers — what they like, where they shop, when they’re shopping, etc.
People are fickle and their allegiance is tenuous
Consumers heavily weigh price and quality when making purchasing decisions, so if you’re not the least and most of those respective categories, your brand is automatically at a disadvantage. There are other ways to prevent customers from jumping ship though: by showing them you value their business with highly relevant offers and rewards that are delivered at the moment of impact. Loyalty programs aren’t just great for attracting new customers; they’re also a crucial tool for retaining existing ones, which results in a revenue boost for your brand. Repeat customers spend roughly 66% more than first-time customers (Loyalty360).
Know your audience inside and out (Make sure they feel like you “get” them)
Who are you trying to reach? Who is your most coveted demographic? It’s crucial not only to identify these people, but also to serve them with highly personalized, relevant messaging. According to AdWeek, 86% of consumers say personalization plays a role in their purchase decisions. Providing that ULTRA personalized experience for customers is dependent on brands investing resources in audience segmentation and profile management.
You’re bound to encounter some challenges on the road to attracting and retaining customers, but with a well-orchestrated strategy and an investment in the right resources (technological and other), your brand will be the Commander in Chief of Mobile Loyalty in 2016.