6 mobile marketing tips as we head towards internet of things

Marketers that want their brands to thrive in today’s always connected world must plan carefully over the next 12 months to identify new ways to connect with customers on the go.

Here are six key trends marketers should consider incorporating into their strategy to pave the way for success in the new era of the ‘internet of customers’.

1. Mobile devices are personal, so time your messages carefully. Smartphones are increasingly becoming the dashboard to every facet of consumers’ personal and professional life. This requires marketers to operate with an even greater sense of relevancy and awareness. Timing communications is therefore vital. The best time to send an SMS is when your customer is most likely to buy, just before or during peak shopping times. Don’t text between 9pm and 11am as many people are in bed at this time.  If you are an international company keep time differences in mind. Request time zone information and send your SMS in waves.

2. Optimise email for mobile. Most Australians now own smartphones, providing a great opportunity for brands to connect with customers on the go. By optimising email for mobile devices, you can create positive customer experiences and increase conversion rates.

3. Reduce customer service costs. SMS is invaluable for customer service. For example, launching a SMS response program that reduces the time it takes to service customers will provide a better level of assistance and increase customer engagement and satisfaction.

4. Get creative with visuals. Video is a huge growth area for marketers to drive engagement with customers. The optimal length for videos in emails and SMS messages is around 60-90 seconds. Marketers should also track video abandonment rate analytics to learn where their customers are dropping off so they can determine a precise indication of ideal length.

5. Tie thought leadership to timely events. Consider leveraging recent news or events for to become even more relevant to your customers and prospects. Communications need to be integrated, so what you’re saying on one channel aligns with what you’re saying on another.

6. Find the right time to interact with customers on each channel. Understanding customers’ online habits is key to delivering successful marketing messages. Our ‘Digital Down Under’ report shows that 71% of Australian consumers still check email first thing in the morning compared to 17% who check Facebook and 6% who check news sites.

Following these few simple, practical tips will help marketers get the basics right, leading to better engagement, closer relationships and ultimately securing a higher level of ROI.


Ryan Bonnici
BY Ryan Bonnici ON 4 February 2014
Ryan Bonnici leads marketing at HubSpot Asia Pacific and Japan. For more frequent updates, follow him on Twitter at @ryanbonnici.