Three quick strategies to deliver mobile marketing success
Understanding changing mobile marketing tools and how they can be paired with consumer data is the key to mobile marketing success, writes Scott Mirabello.
Mobile is now at the centre of the consumer universe. While ‘mobile marketing’ still means mostly app marketing, the operational view of mobile should be that every aspect of marketing will, at some point, depend on a mobile interaction. If that’s not your organisation’s reality – it will be soon!
By knowing what to look for in mobile marketing technologies, understanding how the app marketplace is evolving, and trying new, high-potential ways to deliver value to mobile customers, you can build mobile momentum that matters to both you and your customers.
The following three strategies will assist your road to mobile marketing success:
1. Evaluating mobile marketing tools
There are a few crucial considerations that can make the move to mobile pay dividends, which if overlooked, can set the stage for unwanted time, resource, and budget challenges.
It’s important to access and leverage real-time data through various channels now. Whether you’re evaluating a full-stack partner or one of their integrated partners, the key evaluation criteria is how their data structure is enabling fast, reliable and scalable data exchanges.
The ideal solution is to find the all-in-one platform that can meaningfully integrate the data required into other platforms as needed.
2. Understanding how changes in the app marketplace affect mobile marketing strategies and teams
Google and Apple have led the way in app ecosystems over the years and as mobile consumers have become more savvy and demanding, app marketing has had to adapt, becoming more competitive in the process. Developing and implementing an effective cross-promotional strategy has never been more important.
The crowded marketplace, acquisition spend shifting dramatically and consumer market fatigue, are all making a company’s own channels its strongest app user acquisition channel for maximising customer lifetime value. To be more effective, mix in high-performing anonymous channels, like Facebook mobile ads, based on high-performance segments from owned channels.
3. Tips to optimise the SMS, push, email and in-app messaging mix
By incorporating multivariate tests into your promotional and transactional communications, you can learn which segments respond best, to which kinds of messages, on which channels – and boost cross-channel engagement accordingly.
It’s important to note how best to approach these tests; it’s not just about finding the highest performing CTA on the campaign or the best colour for that ‘Buy Now’ button. It’s about looking at the impact of multiple campaigns on different user segments to understand, more than anything else, how to identify segments by their channel and frequency preferences.
Quick tips to optimise your mix:
Experiments to implement around three areas of mobile marketing:
- Test calls-to-action across mobile channels (email, app, SMS, mobile ads across formats) against hyper-granular segments,
- test whether retargeting a customer on the same channel as their most recent interaction, or different channel, is more effective for a given segment,
- cycle tests in 45-60 day iterations; try tests again that weren’t clear-cut winners – and revisit every test you possibly can every one and a half years at the most.
High-potential tests for push and rich push
Test pushing content – not a promotion – that’s relevant to an app user based on their desktop and mobile web browsing behaviour within 24 hours.
Look for ways to leverage transactional messages to drive loyalty. Examples could include order shipment status updates, appointment reminders, taxi arrivals, or flight updates.
Try running a flash sale that offers a unique, mobile-only incentive to current app users. This tends to work well when paired with an app user acquisition campaign through Facebook offering mobile-only discounts after download.
Create unique in-app experiences for in-the-moment engagement
- Celebrate your active users with birthday, anniversary, and holiday-themed messages,
- target offers for positive shopping behaviours. For instance, drive conversions by offering users free shipping when their cart reaches a certain value. This tends to work well when paired with a ‘cart abandon’ email follow-up reminding them of their free shipping offer.
For effective and successful mobile marketing, connecting a customer’s data and behaviour across all channels both online and offline, is critical to building mobile momentum and customer engagement that will deliver benefits to you both.
Scott Mirabello is principal consultant, mobile marketing APAC at Oracle Marketing Cloud
Image copyright: sdecoret / 123RF Stock Photo