Mobile marketing is a viable means to engage with mobile users – because there’s a good chance of reaching audiences at the right time and place.
Tactics like location-based ads, for example, offer relevant content to consumers as they go about their daily business. An airline app can make travel more convenient, using things like notifications about gate changes, to gain customer loyalty.
But mobile marketers need to get the balance right. Consider that 95 percent of all text messages are read within 3 minutes of delivery. An IBM marketing benchmark study notes that SMS can be perceived by recipients as a more invasive or “in your face” channel because of its always-on nature. Using the channel appropriately is critical to growing an SMS database while minimizing outs.
Many organizations turn to marketing software to understand mobile customers and improve campaigns. Analytics, for one, help marketers mine data and web metrics to understand user interests and activity – their online behavior (including swipes and zooming), purchases, app downloads and so on.
Marketing tools can also leverage the location-based features of smartphones. This includes using geo-fences (virtual geographic boundaries) and location beacons to target mobile users based on where they are in a store or walking down the street.
Mobile data integration and campaign automation pull everything together. First, by building individual customer profiles. Then, using the insight to personalize campaigns, messages and offers – across email, mobile push, SMS and more.
AI and the next wave
According to Forrester, the next “battle ground” to win mobile consumers is in the moment. Marketers will need to send messages when and where a user expects them. Enabling components include data integration, campaign and moment orchestration, and behavioral analytics. Forrester also points to the importance of AI:
“AI techniques are the key to scaling up analytics, optimization, and interaction management capabilities that accommodate the volume, velocity, and complexity of customer integrations. The best platforms are starting to use AI today and include it as a core component in their product road maps.”