As the pandemic is expected to have a lasting impact on mobile usage and has accelerated many long-term trends towards mobile, it is increasingly important for marketers to refine their mobile marketing strategies. As the leader of this year’s Gartner Magic Quadrant for Mobile Marketing Platforms, we believe that a successful mobile marketing program includes three key elements:
# 1: your mobile channels should work together as part of a unified marketing strategy
Using SMS / MMS, mobile wallet and push notifications through your app allows you to meet the needs of your mobile audience and effectively engage them at different stages of their journey. Whether it’s making a first purchase using an SMS / MMS message or delivering a dynamic mobile wallet loyalty card to your best customers, understanding the needs of businesses and customers is critical. consumers for whom each mobile channel resolves.
Ask yourself: What role does a mobile channel play in delivering an exceptional customer experience and driving brand engagement at every stage of the digital consumer lifecycle, from brand awareness to loyalty? You also need to think about how each mobile channel can work together to optimize not only your mobile program, but your overall marketing strategy as well.
Therefore, you should never lose sight of your overall marketing business goals: a brand awareness game is different from a reactivation game, and while mobile can meet virtually any business need, the Mobile channel implementation will vary.
N Â° 2: Personalize the mobile
For a successful mobile strategy that achieves your business goals, making sure that you are targeting the right audience with the right content at the right time is essential.
Mobile is the most personal of all marketing channels. Properly segmenting your mobile audience based on attributes, location, and behaviors is key to engaging them in a relevant and timely manner.
By seeking to understand your audience and personalize engagement, you’ll drive significantly higher conversion than with a batch, blast approach that sends the same message to all of your audience at the same time.
# 3: set measurable and realistic goals
If you are new to mobile, it is important to set achievable goals for yourself in order to be able to illustrate the impact of mobile on your business and demonstrate its future potential.
Showing impact and potential can help you gain internal buy-in faster, helping you secure the resources needed to scale your program. More often than not, marketers who know what to do first and how to go about achieving their goals will be given priority.
To learn more, get your free copy of the Gartner report here.
âLiam Moroney, Vice President, Revenue Marketing, Vibes